in project earth, devin feeley reports on a new start up to catch what falls through the cracks. >> reporterings when juan lopez heads to his truck, the young man feels inspired. >> the work we are doing is making a difference. >> reporter: a difference by diverting waste from landfill. >> a lot of positive progress toward a better future and better -- mind-set toward recycling and where the trash is going. >> reporter: he works worried well. business is booming. >> my drivers do about 50 to 120 stops a day. that's a 10 hour day four days a week. >> reporter: they aim to keep hard to recycle items and any reusable stuff out of landfill. a daunting task. only 32% of waste is properly recycled or composted. most ends up rotting in the dump which in turn creates methane, a potent greenhouse gas. >> a lot of us are recycling things that couldn't be recycled, felt guilty, didn't know that perhaps a whole recycling load would be ruined because something was in there that shouldn't have been. >> reporter: tara lee uses rid well to augment the curb site service. >> the little bags are nicely labeled