EARTH911.org

The concept of recycling has been around since before there was an Earth Day.One of the earliest attempts to recycle on a national basis, though, was launched here. In 1991, the late Chris Warner of Scottsdale founded an online resource called Earth 911. Warner started with 1-800-CLEANUP, a national telephone hotline for information on recycling, and followed with an electronic network that links consumers with federal, state and local agencies for resources to handle recycling and toxic waste disposal.The operation was undergoing a financial reorganization in 2006 when new owners stepped in. advertisementNow Earth 911.org is plugged into 10,000 government agencies and 100,000 more recycling resources in the private sector.Engineer Jeffrey Rassás is chief executive of Global Alerts, the Scottsdale company that purchased Earth 911. Rassás' goal is to make Earth 911 a strong national brand, the universal brain alert for help with recycling and other environmental resources.Despite its dot-org Internet address, Earth 911 is run for profit and has been restructured for expansion. Rassás said the site isn't profitable yet, but he expects it to be in the black by the end of the year. The Web site offers environmental news and information, including alerts on weather conditions and beach water quality. But the main activity is staying on top of recycling opportunities across the nation.His simple answer is: Go to earth911.org."I think the average person is good. If they are empowered with the information and it's easy to use, they'll recycle.To use the recycling resource, people go to the site, type in a ZIP code and click on the type of waste disposal they need. The system finds the closest available recycler.The terms are carefully programmed to omit communication glitches.A special concern, Rassás said, is updating recycling options to reflect new types of discarded materials.For example, those coiled fluorescent bulbs that people increasingly use to replace incandescent bulbs contain mercury and shouldn't be placed in ordinary garbage bins.Instead, Earth911.org says, take them to the Gilbert-Chandler Mesa Household Hazardous Waste Recycle Program or any of several other Valley locations.Recycling profitsIn addition to being a free recycling matchmaker, the Web site is a paid advertising site, a factor that probably will determine its success.Spots are available to firms that want to reach environmentally savvy consumers with green messages.The site also offers paid sponsorships for corporations, particularly those in industries identified with a particular recycling problem, such as car oil or used computer components. The corporations' own recycling programs are featured.For example, Staples, the office products retailer, is a sponsor and uses the space to boost its extensive E-waste recycling activities to rid the planet of trashed computers. Staples also sponsors a business resource page on the Web site to help other businesses go green."Our advertisers are on a very narrow, well-defined course," Rassás said. They have to be involved in recycling or other environmentally useful activities, he said. The goal is to make it possible for sustainable businesses to be profitable."But we remain neutral. We're non-activists. We align with companies," Rassás said.Kate Nolan The Arizona Republic Jun. 16, 2007 12:00 AM