ceo tom zacki had just begun college when he came up with the idea. >> it was my friends and i, we were trying to grow these plants, and we couldn't make them work until we started feeding worm poop to them. so the first product terracycle created was liquid worm poop in a soda bottle and then from there it grew. >> you've heard of recycling, but terracycle does something different -- they call it upcycling. take a potato chip bag. there's three things you can do with a potato chip bag. you can throw it out, so that's putting it in the trash. there's no value being done there. if you took the potato chip bag and melted it into the plastic it's made from that would be recycling. there you're only valuing the material, you're not valuing the shape it's in, or the color, or anything else that makes it a chip bag. upcycling, you're saying every aspect of the chip bag is valuable, and you're not going to melt it, you're not going to do anything to it, just make it into a new product. so recycling values only the material a product is made from, upcycling or reuse values the shape and the mat