Rubicon Global has generated more outside interest in the waste industry than any other company in recent years due to one prominent tactic: vowing to transform it entirely.

The company’s name comes from Julius Caesar’s march across the Rubicon River to conquer Rome, and they have a similarly bold mission to change the waste industry.

The company’s CEO Nate Morris, 36, has been at the forefront of this charge.

Having one source of truth around all the information, being able to start from a clean slate, and not having the legacy challenges that the big players do, that I believe will allow Rubicon to win in the future.

Because folks in our space, the big guys at least, would say that Rubicon is just a broker orThey don’t have anything that’s interesting.” I think having Suez see the potential and the opportunity, that to me was very revealing that we could have a true partnership that’s focused on our goal of getting off the landfill model and also moving to a model that’s driven by technology.

How is Rubicon helping independent haulers stay competitive against larger companies in terms of infrastructure costs and what do you see for these smaller companies in the future?

You mentioned millennials being a big focus for Rubicon.