Since Rubicon started in 2008, CEO Nate Morris has become known for espousing big goals about moving away from landfills, beating “The big three” companies and moving the industry to a more high-tech future.
Morris told the attendees that freedom from physical assets and an understanding of millennials’ sustainability interests made Rubicon more adept at changing the “status quo” within the industry, as compared to the existing companies that he said were unprepared for a coming shift.
To describe where he saw Rubicon fitting into the waste business.
“There’s nothing unique about anything Rubicon or any other broker is doing in regards to sustainability.”
Said Rubicon had no ground to stand on because their hauler network used landfills and went a step further by using a descriptor that Rubicon strongly resists.
“There’s nothing unique about anything Rubicon or any other broker is doing in regards to sustainability,” said Mittelstaedt.
These discussions may provide new opportunities for Rubicon to pit their ideas against those of the “Incumbents” once again.