Integrity Waste (IW) is full service waste management company that specializes in collection and disposal of organic waste.  Based in Novato, California, Integrity Waste has implemented programs to handle waste in Foster City, San Rafael, Concord, and Union City.

I recently spoke with Ron Falcon, the company’s CEO, about IW’s services.  He told me that IW sorts residential waste and recycling so that harmful organic waste does not end up in landfills. To the extent recyclable materials are in the waste stream, the company also removes those, so each respective stream is “cleaner” and “less contaminated.”

IW’s business model involves teaming with municipalities to manage and dispose of organic waste, recyclables, and/or compostables in accordance with local requirements.  IW trains employees to separate the waste.

One of the important and underserved markets for these services, according to Falcon, is multi-family apartment communities.  For these and other residential communities, IW provides doorstep valet collection of waste, where the residents place the waste materials out at the allotted time and the company collects them, removes recyclables and organic waste, and takes the materials to the proper locations.

Alternatively, IW places bins on site in the residential community.  Each resident can get a compost pail and take the waste to the proper locations.  In such arrangements, IW manages the waste at the point of disposal.

When asked about intellectual property, Falcon admitted the company hasn’t thought much about branding.  However, IW does have an attractive logo (top), and Falcon told me a new one is nearly ready for release.  He didn’t provide a copy of the new design, but said it includes a man with a pail that looks like a toolbox.

One major issue IW has to be aware of is communicating clearly exactly what services it provides and the environmental benefits conferred.  Accordingly, the company is “very careful” about what it says.  Falcon said they “underpromise and overdeliver” in their communications and services.

Instead of claiming absolute numbers or percentages of organic waste properly disposed of or of recyclables actually recycled, the company communicates ranges of pounds diverted from landfill.  Last year, for example, IW helped clients divert 600,000-725,000 pounds of waste in Northern California alone.

He also noted that the company’s activities are monitored by the municipalities, by the waste haulers, and by the multifamily residences.

Falcon noted that despite the existence of recycling programs, IW’s services are sorely needed.  Even in communities that have recycling programs, multi-family residences don’t have recycling bins, he said. “This is the future.”

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