It’s the controversial brain-child of two young entrepreneurs, Tom Szaky and Jon Beyer, of Princeton U. Their corporation, Terracycle, founded in 2001 in Trenton, New Jersey, produces liquid waste–yes worm waste–for prodigious plant growth. The rave reviews are endless. But the brand isn’t controversial because of its name but rather because of the revenues it is taking from Scott’s and the law suit the latter has launched in response.

“Our goal in the next five years is not just to stay the number one organic fertilizer in North America”, they primly state at the end of a long dissertation on eco-capitalism, “but to become the number one fertilizer in America”. This socio-political assertiveness is increasingly determining which businesses win customers.

Tom and Jon Turn up the dial on their social engagement with recycling in their “Bottle Brigade” program. Worm Poop is bottled in 20 oz recycled soda bottles. This may affect my sensibilities in regard to Coke, Pepsi and other brown bubbly syrup look-alikes. But hey, Worm Poop truly “adds life”.

Worm Poop is a fine example of new brands born out of a fresh crop of sociopreneurs. Red Herring wrote, “TerraCycle is one of the 100 most innovative companies of 2004″. Organic fertilizer and recycling all in one brand–that’s very green. I’ve blogged earlier on how much “cause” drives consumers to choose one brand over another. Worm proof is foolproof. And Scotts should cool their jets–because everyone one likes an underdog.

The bottles have made into Canada; hopefully, I don’t have to dig too far to find them.