Recycline Preserve: Strategy and the Partnership Advantage

Recycline began in 1996 when founder Eric Hudson designed an innovative toothbrush out of all-recycled material. Today, Recycline's eco-friendly product line, Preserve, includes a range of personal care items, tableware, and kitchen goods. Recycline's materials may be recycled, but its strategy is completely new. By offering products that make consumers feel good about their purchases, Recycline not only delivers higher value products but also introduces fresh ideas in the industry.

In 2007, Whole Foods and Recycline launched a line of kitchenware products that included colanders, cutting boards, mixing bowls, and storage containers. "Together we did the competitive research, we speced out the products, and we developed the pricing strategy and designs," Webb said. "It created less risk on both sides."

Through its various partnerships, Recycline was able to take an untested product and sell it at the nation's largest and most respected natural foods store. Whole Foods in turn used its experience and resources to ensure the product sold well. "We gave Whole Foods a twelve-month exclusive on the line," Webb said, "which in turn gave them a great story to tell."

1. What roles do, attitudes, values, and emotions play at a firm like Recycline? What role existing attitudes about recycling affect how you see a company like Recycline?
2. What is your perception of CEO Eric Hudson? On what do you base your perception? What is the public's perception of green products according to Marketing Director C. A. Webb? Why do some people have that perception, and what can Recycline do to change it?
3. Would you want to work for Recycline? Why or why not?