Re-use. If you believe the statistics (And we do), almost 80% of water bottles purchased in the United States each year end up in the trash as opposed to being recycled (See Container Recycling Institute). Even if that number is a wild exageration (Which we don't think it is), and we could say only 50% are put in the trash, we would still have plenty of room for improvement. At Ranablue Earth, we feel that everything we can do to encourage recycling ("re-use" in our mind) is critical to our effort to make the planet more livable.
We won't bore you with the details, but we all know that burying or burning products with lots of chemicals can't be good for the planet and I am sure many of us have felt sad about being outside at a park and seeing trash (oh yeah and plenty of crushed plastic water bottles) laying on the ground.
At Ranablue Earth we don't want to rest until it is easier for every American to put the bulk of their disposable items in recycle rather than trash.