Recycling is one of the most complex industries in the US. It’s highly localized and not all that profitable. So what’s actually going on? I followed the entire lifecycle of a plastic bottle to find out.

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Ever wonder who pays me what in these videos? I’ll tell you!

No one paid us anything to make this. We (Morning Brew) funded this entirely and retain full editorial control. Republic did give us that cool little lego truck, though.

Intro music by Caleb Moore https://open.spotify.com/artist/5MvhDtSpUj3Y95BuiRtnp2?si=1-vmTXI4Sg2giXkJxEVGlA&nd=1&dlsi=f58de4683a4c4acc

Further reading

Glass Half Full https://glasshalffull.co/

Professor Lily’s book, Resisting Garbage https://utpress.utexas.edu/9781477323700/

Citizen Coke https://bookshop.org/p/books/citizen-coke-the-making-of-coca-cola-capitalism-bartow-j-elmore/92de4b9ce8f7b948

Coca-Cola lowers ambition with new 2035 packaging sustainability targets https://www.wastedive.com/news/coca-cola-new-packaging-sustainability-goals-2035/734615/

Wayback machine link for Coke’s World Without Waste https://web.archive.org/web/20180119172659/https://www.coca-colacompany.com/press-center/press-releases/the-coca-cola-company-announces-new-global-vision-to-help-create

More on New Orleans recycling

City Council decision to drop universal recycling program followed opposition from waste haulers https://veritenews.org/2026/03/13/city-council-recycling-waste-haulers/

You had questions about recycling in New Orleans. Here’s what we know. https://veritenews.org/2026/04/06/recycling-questions-new-orleans/

As deadline approaches, mayor seeks to revive no-cost federal grant for universal recycling — but does not want money for carts https://veritenews.org/2026/03/31/new-orleans-mayor-moreno-recycling-grant/

Chapters

00:00-01:35 intro

01:36-03:20 zero waste pt 1

03:21-04:50 riding in the truck

04:51-08:25 how recycling gets sorted

08:26-11:43 polymer center

11:44-15:51 coke bottling plant

15:52-18:29 trash professor

18:30-19:18 zero waste pt 2

19:19-20:13 nawlins zero waste

20:14-26:42 glass half full

26:43-26:56 end of zero waste

26:57-29:25 trash professor pt 2

29:26-30:49 TLDR

30:50-31:58 sci fi movie

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