This innovative business model aims to significantly reduce packaging waste, potentially overcoming the challenges of California’s recycling system while enhancing recent initiatives to reduce plastic consumption.

In 2019, Zuleyka Strasner, a visionary entrepreneur from California, launched a groundbreaking sustainable grocery delivery service known as Zero Grocery.

With a background as an operations manager at a prominent Bay Area venture capital firm, Zuleyka found inspiration for her low-waste grocery concept after witnessing the alarming accumulation of plastic waste on a picturesque Nicaraguan beach during her honeymoon. The surge in grocery delivery services during the COVID-19 pandemic highlighted the pressing issue of packaging waste, coinciding with a growing consumer interest in sustainable practices and reducing personal carbon footprints. 

Having already contemplated the impact of plastic waste and associated supply chain issues, Strasner utilized her tech industry expertise to devise an effective solution: collaborating directly with suppliers to deliver grocery orders to Bay Area customers using eco-friendly packaging options, including boxes, reusable glass jars, and compostable containers. During subsequent deliveries, Zero Grocery would retrieve the previously delivered glass jars, ensuring they were cleaned and returned to the warehouse for reuse.

Zero Grocery represented one of many small businesses in California striving to combat excessive packaging waste in the grocery, home, and body care sectors.

Reflecting the rising trend of zero-waste grocery stores, Zero Grocery partnered with suppliers ranging from coffee roasters to chicken farmers and bakeries, ensuring compliance with stringent packaging standards to minimize waste throughout the supply chain. The company envisioned expanding its operations to Los Angeles and beyond, with Strasner expressing ambitious goals to become the largest sustainability platform in the nation. “Our vision is to cater to all your needs — whether food, home goods, or other essentials, with a strong emphasis on sustainability and plastic-free options,” she shared with TechCrunch in 2021. “Zero is not merely a grocery service, but a broader movement towards sustainable living.”

By 2022, Zero Grocery had successfully raised a substantial $16 million in venture capital; however, the company ultimately shut down that same year, leaving behind significant debts to suppliers and a profound sense of disappointment among supporters of its mission.

Fortunately, Zero Grocery was part of a larger movement among small California businesses aiming to tackle wasteful packaging in the grocery and personal care markets, while capitalizing on the increasing consumer demand for sustainability. Cities like Orange County boast Eco Now, Fresno features Good Fill, Berkeley offers Fillgood, Los Angeles hosts Sustain LA, and Carmel has Eco Carmel. Even Berkeley has Fulfilld, a bulk food delivery service, yet purchasing food at a zero-waste store remains more challenging than acquiring household cleaners, body care, or pet products.

Strasner remarked to The San Francisco Chronicle that Zero Grocery’s commitment to sustainability placed it at a competitive disadvantage in the challenging grocery delivery market. Nevertheless, the core mission of sustainability remained paramount for the company. Given California’s status as a hub of innovation, industry disruption, and progressive climate change policies, it seemed logical to expect that the next major transformation in the grocery model would emerge from within the state.

With a commendable 65% diversion rate, California effectively diverts more waste from landfills than the national average; however, the overall recycling infrastructure in America remains severely flawed. The zero-waste business model offers a promising avenue to address the inherent limitations of recycling by demonstrating to consumers how to shop in a manner that generates minimal to no waste. California has the potential to lead the nation in adopting these practices and showcasing their viability.

The harsh reality of American recycling is that only 9% of recyclable plastics are actually recycled.

Despite California’s recently enacted single-use plastic reduction law, SB54, which stops short of banning polystyrene and toxic recycling processes, the legislation has sparked a wider public dialogue about plastic pollution and the shortcomings of the state’s linear recycling system. Only time will reveal whether this moment presents ripe opportunities for zero-waste businesses to flourish in California due to heightened consumer awareness.

The State of Recycling: Unpacking the Challenges
The harsh reality of the American recycling system is that a mere 9% of recyclable plastics are effectively processed. The remaining 91% ends up in landfills or contributes to litter. This includes everyday single-use items, such as takeout salad containers, disposable plastic water bottles, and jugs of biodegradable laundry detergent that conscientious consumers diligently sort into recycling bins. Furthermore, there are the notorious non-recyclable materials, including Styrofoam cups, disposable cutlery, Ziploc bags, and dental floss dispensers. Despite our best intentions, the systemic inability to transform recyclable waste into new materials is a significant barrier, exacerbated by the financial incentives required for effective recycling to function.<br />

America’s recycling system operates on market principles. The process of collecting recyclables from homes and businesses and sorting them incurs costs. While metals are highly sought-after recyclables, the economics of recycling plastics often prove unviable. Communities frequently face the dilemma of either paying to dispose of their recycling or opting to send it to landfills, which is counterproductive to the goal of reducing waste.

For example, plastic clamshell containers used for berries are often rejected by waste processors due to their laminated materials and adhesive labels. Consequently, this unwanted recyclable packaging accumulates without a viable disposal solution. Additionally, many common items, such as plastic toothpaste tubes, salad greens containers, and yogurt cups, pose similar challenges in the recycling process due to contamination or improper disposal methods.

Take, for instance, the oily plastic salad dressing bottle you’ve made efforts to clean. Despite its charitable branding, it often remains too contaminated for recycling. Even if you compost your old produce, you still rely on plastic bags at the grocery store. These examples highlight the gap between consumer intent and the actual efficacy of recycling, leading to an overwhelming volume of waste that continues to pollute our oceans and landfills.

In the U.S., there is no national recycling standard; approximately 20,000 communities establish their own recycling rules.

Historically, a significant portion of U.S. recyclables were shipped to China and other developing nations for processing, with Bakersfield, California, previously generating $65 per ton of recyclable waste. However, after China ceased accepting contaminated imports in 2018, the cost of managing recycling rose to $25 per ton for Bakersfield. Consequently, alternative countries were sought for waste disposal, but the lack of a comprehensive national strategy to reduce plastic waste or enhance recycling remained unaddressed. Sorting waste into bins is insufficient to mitigate environmental pollution, as our cities, waterways, and natural areas continue to suffer from the consequences of contaminated waste.

Each year, an estimated 14 million tons of plastic enter the ocean. It is crucial for us to abandon the delusion that sorting our trash effectively reduces plastic pollution. Countries such as Japan, South Korea, and Germany have implemented more sophisticated recycling systems that yield superior results compared to most U.S. cities. Notably, San Francisco and Los Angeles stand out as exceptions, successfully recycling and composting a combined 80% of their waste. Despite California’s impressive 65% diversion rate, many Americans continue to hold onto the comforting myth that recycling is a comprehensive solution, when in reality, it merely scratches the surface of a much larger problem.

In the U.S., there is no unified recycling standard; rather, around 20,000 communities establish their own guidelines for determining which materials to recycle and under what conditions. Regardless of their commitment to reducing waste, these local recycling systems are heavily influenced by economic factors, leading to confusion among consumers. This confusion, in turn, results in increased contamination of recyclable materials, ultimately pushing them into landfills rather than reintegrating them into a circular economy.

Many believe that market dynamics will be the key to fixing America’s broken recycling systems.

Americans are eager for better recycling programs, as it is an important issue to them.

Market dynamics encompass the domestic demand for high-quality recycled materials, advancements in cleaning and sorting technologies, improved processing techniques for converting recycled materials into products on par with virgin plastics, and the establishment of a global market for recycled materials. In this context, financial incentives must be created to prevent recyclables from simply becoming pollution. Companies like Agilyx are pioneering methods to truly recycle plastics, while organizations like The Recycling Partnership are helping consumers navigate local recycling policies. However, numerous factors currently hinder the resolution of these systemic issues.

Research conducted by the Consumer Brands Association reveals that 86% of Americans believe that single-use plastic and packaging waste have exacerbated the global plastic crisis. Most Americans perceive recycling as a public service rather than a profit-driven endeavor.

Seventy-three percent of Americans feel that the federal government is not effectively addressing plastic and consumer packaging waste, and a staggering 93% of those surveyed believe federal standards would enhance the situation. While consumers await improvements to recycling systems from governmental agencies, 80% of the 25 largest producers of consumer packaged goods are working towards transitioning to 100% recyclable packaging for all products by 2030. A survey from 2019 indicated that 85% of these manufacturers are already dedicating resources to enhance their packaging’s recyclability.

Founded in 2002, the Zero Waste International Alliance established comprehensive standards to guide policymakers, communities, businesses, and organizations.

This progress is encouraging, but if these trends do not translate into significant waste reductions, 2030 is a long time to wait. Consumers require immediate assistance in reducing waste.

“It will only make economic sense to recycle a limited range of materials, which necessitates looking beyond recycling as a standalone solution to our broader waste issues,” stated Stephanie Kersten-Johnson, a sustainability professor at Columbia University, in an interview with the Columbia Climate School’s news outlet. “We must explore new business models that promote reducing consumption and reusing materials whenever possible. This can encompass rental or service models, but we must remain focused on improving recycling efforts as we scale these solutions.”

Zero waste stores represent one potential solution to these challenges.

Understanding the Zero Waste Business Model
Founded in 2002, the Zero Waste International Alliance established standards to guide policymakers, communities, businesses, and organizations dedicated to waste reduction. In 2004, the Alliance defined “zero waste,” updating it in 2018 to emphasize:

“Zero Waste: The conservation of all resources through responsible production, consumption, reuse, and recovery of products, packaging, and materials, without incineration and with no discharges to land, water, or air that pose threats to environmental or human health.”

In 2014, California’s GrassRoots Recycling Network rebranded as Zero Waste USA, becoming the U.S. affiliate of the International Alliance, which has partners in Canada, New Zealand, Brazil, Uruguay, and Costa Rica.

Many communities have businesses that facilitate the circulation of reusable products, including resale clothing stores, conventional thrift shops, and material reuse centers that sell salvaged wood, doors, and fixtures from home demolitions. However, zero waste practices have loftier aspirations.

Dispensing products allows for the elimination of packaging and grants consumers greater control.

The zero waste store model aims to significantly reduce or eliminate single-use consumer packaging, particularly plastic, by providing alternative methods for consumers to transport their purchases and for stores to receive their inventory. The ultimate goal is to establish a circular economy rather than perpetuating the existing linear system reliant on single-use items.

Instead of using plastic or paper grocery bags, customers carry compostable or natural fiber totes. Rather than ordering palletized goods wrapped in plastic film, stores procure items in bulk, often in barrels, to minimize waste and reduce costs. Instead of purchasing detergents and shampoos in plastic bottles, customers dispense products from bulk bins into reusable glass jars, paying by volume. Those familiar with shopping at natural grocers, both before and after the rise of Whole Foods, are accustomed to dispensing bulk foods into bags and paying based on weight. A wide variety of staples, such as oats, nuts, chocolate chips, rice, pasta, flour, polenta, lentils, beans, honey, oil, and soap, are available in bulk, although options remain limited compared to traditional grocery offerings, especially fresh produce.

Zero waste grocers, like The Realm Refillery in Portland, Oregon, have begun to offer a limited selection of perishable items, such as bread, local tofu, kimchi, and plant-based deli meats. This approach holds promise for expanding the business model. Dispensing products not only eliminates packaging but also empowers consumers to determine their own quantities, minimizing waste while enhancing cost-effectiveness.

Zero waste stores also address a critical issue: recycling is limited, while reuse is virtually limitless.

On the consumer side, adopting zero waste practices can further encourage a focus on reducing and reusing.

While metal and glass can be recycled indefinitely, most materials cannot be endlessly recycled, even if they are processed correctly. According to Columbia University, “[P]aper can be recycled five to seven times before it degrades too much to produce ‘new’ paper; plastic can typically be recycled only once or twice—and often not into food-grade containers—due to polymer breakdown during processing.” The physical limitations of recycling underscore the necessity of addressing waste from multiple angles.

Consequently, zero waste stores strive to shift consumer focus away from recycling and towards the other two Rs: reducing and reusing. California’s SB54 aims to reduce waste at the source by mandating a 25% reduction in the total amount of plastic distributed by producers in California by 2032. Additionally, producers must ensure that 65% of their newly recyclable and compostable food ware and packaging is effectively recycled or composted by 2032.

On the consumer side, embracing zero waste practices fosters a shift towards reducing and reusing, extending beyond zero waste stores to various aspects of daily life, such as coffee shops and take-out food experiences. Individuals adopting zero waste principles can bring their own cups to coffee shops, use refillable jars for take-out drinks, and opt for fresh produce at farmers markets instead of pre-packaged items.

Zero waste stores also provide alternatives to disposable household items.

While these practices are promising, they require access and financial resources that may not be available to everyone, particularly those on fixed incomes or living in food deserts. How will individuals reliant on public transportation manage to carry multiple glass jars? To enhance accessibility, some stores accept EBT, essentially food stamps; however, there are many logistical challenges to overcome. For those who can participate, the potential benefits are substantial.

Encouraging a shift towards reducing and reusing empowers consumers while we await governmental agencies to reform recycling systems and for legislation like California’s SB54 to prompt consumer packaged goods manufacturers to create genuinely recyclable packaging.

In addition to bulk goods, zero waste stores offer alternatives to conventional disposable items.

Many of these stores sell metal reusable straws, bamboo utensils, bamboo fiber dental floss without plastic dispensers, collapsible coffee cups, silicone bags, washable beeswax wraps to replace plastic wrap, cloth diapers, cloth panty-liners, stainless steel coffee filters as substitutes for paper filters, recyclable paper packing tape instead of plastic tape, and cotton bowl covers to replace disposable plastic wraps and aluminum foil. Transitioning to package-free alternatives for everyday products is challenging, but many companies are stepping up to fill this gap.

Numerous California communities feature small markets and co-ops that adopt traditional bulk food dispensing systems as a form of low-waste practice.

Often referred to as “package-free,” “plastic-free,” or “litterless” businesses, zero waste stores may technically qualify as “low-waste,” as some single-use packaging does enter their supply chains. Some owners argue that a degree of packaging is necessary to achieve their larger goals rather than alienate vendors with overly stringent standards.

Neither the National Grocers Association nor FMI, The Food Industry Association tracks the number of zero waste stores, which remain a somewhat nebulous category within the food supply chain; however, CalRecycle, California’s recycling authority, provides relevant information on the subject.

Exploring Zero Waste Initiatives in California
Several major American cities have at least one zero waste store, from Boston to Miami, Burlington to Brooklyn. In California, many environmentally conscious residents are actively implementing their values across the zero waste landscape. Some offer mobile refill services, while others provide delivery options alongside brick-and-mortar stores. Although most focus on home and body care, many also include grocery items.

Within California, numerous small markets and co-ops feature traditional bulk dispensing systems that align with low-waste practices, such as North Coast Co-op in Arcata and Rainbow Grocery in the Bay Area, which boasts over 800 bulk food options. “We exist because the grocery industry has made it nearly impossible to avoid plastic packaging and waste,” asserts the L.A. store, re_, on their website, “and we are committed to changing that.” Sustain LA combines various services to maximize impact.

Leslie VanKeuren Campbell founded Sustain LA in 2009, merging retail with zero waste event planning and consulting services. Her journey began in 2006 while managing a popular restaurant in L.A.’s Silver Lake neighborhood, where the volume of single-use packaging and waste generated prompted her to rethink conventional practices.

The zero waste movement permeates various aspects of contemporary life.

<p“While I was still transitioning to a zero waste lifestyle,” Campbell reflected on her blog, “I had already resolved to avoid establishments that utilized Styrofoam containers for takeout. Yet there we were, using them in our own kitchen.” She recognized that conventional packaging came at an unsustainable environmental cost. Motivated by this revelation, she persuaded her employer to explore alternative take-out containers, a decision that received overwhelming support, driving the restaurant to improve its energy and water efficiency while adopting recycling and composting initiatives as part of Los Angeles’ pilot program for food scrap collection. This was in 2006—before zero waste had become a widely recognized movement. The success of these changes inspired Campbell to establish Sustain LA as a means of empowering fellow residents to embrace zero waste principles in their daily lives and businesses.

Today, Sustain LA operates a brick-and-mortar refilling station for household and body care products. Additionally, they provide a variety of related services, including sustainable event planning and rentable reusable serviceware as alternatives to disposables. As consultants, they assist businesses and organizations in achieving sustainability goals through both large-scale and small-scale changes, while also designing plans to help individuals adopt a lower-waste lifestyle at home. The zero waste movement touches nearly every aspect of modern life, and Sustain LA is pioneering ways to apply and monetize these principles effectively. Their longevity in the market is a promising indicator of success.

Strategies for Successful Zero Waste Implementation
Beer enthusiasts understand the benefits of purchasing fresh beer in their own growlers. Shoppers familiar with co-ops or natural food stores appreciate bulk buying. However, can the average consumer adapt to the idea of purchasing all their shampoo, cereal, noodles, and cleaning supplies in refillable containers? This shift in mindset poses a considerable challenge.

Bulk buying may lack aesthetic appeal, but it holds significant value.

Even the most conscientious consumers typically supplement their shopping with bulk purchases, often maintaining their reliance on single-use consumer packaged goods for the majority of their needs. Transitioning mainstream products like Pop-Tarts, Frosted Flakes, Häagen-Dazs ice cream, and Hormel bacon out of their packaging presents a daunting task. To unlock the full potential of zero waste shopping, products traditionally associated with eco-friendly and natural markets must penetrate mainstream consumer spaces. Achieving widespread adoption will necessitate competitive pricing, convenience, accessibility, and strategic marketing efforts aimed at reshaping perceptions of this shopping model.

Zero waste shopping must be both affordable and accessible to engage consumers who do not belong to niche demographics. It also needs to be stylish and appealing.

Ultimately, bulk buying lacks visual appeal. American consumers have become accustomed to vibrant packaging. We appreciate logos and sleek designs. Refillable jars may appear disorganized and unrefined, evoking a camping aesthetic rather than a polished kitchen environment. You store cat food in bins and nails in jars, some might say. You don’t keep food that way! For many, jars evoke notions of poverty. Brands symbolize values such as wealth, status, success, and comfort, while premium and luxury products attract specific consumer profiles.

Aesthetics can enhance the often minimalist appearance of bulk stores, making them more attractive to consumers.

Conversely, some consumers may find the typically spartan, back-to-basics look of bulk stores unfamiliar and unappealing. However, as with any trend, adjustments can be made over time, allowing consumers to redefine their perspectives.

To engage consumers focused on branding and packaging, innovative strategies must be employed, as mere messaging, such as “Bulk groceries go beyond granola” or “Refill stations aren’t just for hippies!” will not suffice.

The design aesthetics of Re_ and Sustain LA’s sleek, stylish environments demonstrate how appealing aesthetics can transform the often minimalistic appearance of bulk businesses, making even bulk items seem as desirable and luxurious as conventionally packaged goods.

Some large mainstream retailers are already testing reusable packaging options.

The Kroger retail chain has partnered with Loop, a circular delivery service, in 25 Fred Meyer locations in Portland, Oregon. Created by TerraCycle, Loop provides select groceries in reusable containers and establishes return stations for customers to deposit their empty containers, thus closing the loop.

While a truly waste-free future may be unattainable, low-waste shopping options are already available for specific products.

The Tesco grocery chain in the UK utilizes Loop, and other UK grocers, such as Morrisons and Marks & Spencer, have been piloting their own refill stations with positive feedback. British consumers embraced Asda’s pilot refill program, which sold popular brands like Quaker Oats, PG Tips tea, and Kellogg’s cereals, prompting Asda to expand its offerings. Moreover, Tim Horton’s in Canada, McDonald’s in the UK, and Burger King in the U.S. have collaborated with Loop to explore the potential of reusable packaging in the fast food sector. Will California grocery chains follow suit with similar initiatives?

I wonder if California’s single-use plastic reduction law, SB54, has created a favorable environment for increased consumer awareness, which could, in turn, foster the growth of zero waste businesses within the state.

While a completely waste-free future may be unrealistic, the present offers a glimpse into the future of low-waste shopping for specific product categories. In an ideal scenario, this resourceful and innovative business model could be embraced by larger grocery chains such as Safeway, Ralph’s, and Winn-Dixie, extending beyond pop-up markets and farmer’s markets to challenge America’s collective misconception regarding the effectiveness of