The Atlanta-based upstart is leaning on data and mobile technology to shake up the traditionally capital-intensive business of hauling garbage.

Rubicon is close to raising a fresh $50 million, barely six months after a $30 million round that included funds from Salesforce.com Chief Executive Marc Benioff.

In his first new role since resigning in March as chief financial officer at Uber, Brent Callinicos recently joined Rubicon’s board of directors.

The pitch from Rubicon suits a growing number of companies seeking environmentally responsible programs.

Waste Management is stuck with an integrated business that includes landfill assets with a cost basis of $13.5 billion.

What’s more, while regulations often hamper iconoclastic competitors like Uber, Rubicon finds some to be in its favor.

U.S. trash is estimated to be a $48 billion market this year by research firm IBISWorld, but it isn’t a high-growth business.