He’s the CEO and co-founder of Rubicon Global, a startup company that has often been referred to as theUber of trash,” as it has applied its proprietary technology to the garbage industry of all places.

Waste Management and Republic Services are the big dogs of the $60 billion industry, and Morris is maneuvering Rubicon to get its share.

Rubicon Global, according to Forbes, is aNext Billion-Dollar Startup.” Three years ago, Morris was tabbed by Fortune as one of its40 under 40.“.

Morris counts Uber co founder Oscar Salazar as a friend, as well as an investor and board member of Rubicon.

In the Tupelo area, Rubicon now has 40 small business customers, saving them an average of about 20 percent on their waste bills.

We save these businesses money by right-sizing their bins and equipment, optimizing the frequency of their trash pickups, eliminating excessive rate and fee increases on their monthly bills, as well as implementing recycling opportunities for cost savings,” said Becca Holton, a Rubicon spokeswoman.

A lack of competition drives prices up for in any industry, Morris said, but the waste/garbage industry has rarely been challenged.