INTRODUCTION Try Recycling and Aggregates (Try) operates out of London, ON and receives waste unsuitable for landfill sites from the City of London and local businesses. Try’s research program recycles 90% of all material received, turning it into useful and innovative products. The majority of Try’s revenue is generated from tipping fees and 5% of revenue is earned through the sale of recycled products to end consumers. Approximately 65% of recycled products are sold locally. Try’s founder, Jim Graham, has a strong sense of social responsibility and is interested in selling Try’s recycled products through a fundraising event, “The Grow Green Program,” to raise awareness about Try in the local community and assist participating
Some imminent threats the company faces include the following: Firstly, the rapidly approaching gardening season represents a significant time constraint for the company to make strategic decisions involving Grow Green, and logistically carrying out the program. Secondly, the
1 This figure was calculated by multiplying Try’s local recycled product sales of 65% by their retail sales which represent 5% of their overall gross revenue.

nature of the fundraising business, including the requirement of community groups and students as “sales agents” may pose a threat to potential sales if these individuals lack motivation or personal incentives. As well, both schools and community groups have stringent and time-consuming processes before approvals can be obtained for programs like Grow Green, and further to this, well established fundraising programs in the community pose a threat to securing new organizations.
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Given the critical analysis of key issues surrounding the Grow Green Program, three alternatives are proposed which address, to varying degrees of effectiveness, the required strategic decisions regarding customer generation, marketing, profitability and speed of implementation. Detailed evaluation of each option against the decision criteria is outlined in Appendix A. Overall, Alternative A carries the most benefit with respect to the advantages to be gained among each of the decision criteria.
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