Haul of Fame: Natural Organic Process Enterprises

Welcome to the Haul of Fame, a weekly series from Rubicon in which we sit down with a hauler partner to talk about their company, their community, and how they’re collaborating with Rubicon in our mission to end waste.

Natural Organic Process Enterprises (NOPE), headquartered in Richmond, Virginia, is an organics hauling company operating seven trucks in Central and Eastern Virginia from Charlottesville to Virginia Beach. With six employees and hiring, NOPE joins Rubicon in being a Certified B Corporation, confirming that they are a company that balances purpose and profit. A second-generation organics hauler, NOPE’s founding family have been involved in the recycling industry in Virginia since 1972. They have been working with Rubicon since 2019.

Natural Organic Process Enterprises’ Co-Owner, Marshall Hall, sat down with Rubicon to talk about his company and mission for the Haul of Fame.

How does Rubicon’s mission to end waste match-up to Natural Organic Process Enterprises’ own company mission?

NOPE: We believe that food scraps and other organic waste should be considered a natural resource that can be conserved through organic recycling/composting. In working with Rubicon, we help to keep these materials from needlessly going into a landfill where they have no more beneficial value for the world, and where they generate copious amounts of greenhouse gases in the form of methane which is much more potent than carbon dioxide.

NOPE is determined to educate folks about composting, soil health, and their critical role in the regenerative agriculture movement. Another area where Rubicon and NOPE’s missions align are in that we are both Certified B Corps and are committed to positive environmental and social impact as a primary focus of why we are in business.

How does Natural Organic Process Enterprises distinguish itself from the competition?

NOPE: NOPE focuses our efforts to facilitate composting through our collections service and educational outreach. One of our unique capabilities includes our ability to handle pre- and post-consumer compostable items. We pride ourselves with developing meaningful working relationships with the wide spectrum of stakeholders relating to the composting efforts. NOPE also has a compost return program where our customers can receive compost to use on their sites or donate their share to an area community garden. For each ton diverted, NOPE issues a Compost Credit which is redeemable for 40 pounds of nutrient packed, locally made compost.

What is the view of Natural Organic Process Enterprises when it comes to participating in the circular economy and helping build a more sustainable future?

NOPE: At NOPE, we believe that waste is a human invention. Composting has existed long before humanity ever produced its first plastic bottle or metal soup or soda can. We follow nature’s example to make use of yesterday’s living things for the benefit of tomorrow’s living things. We envision a farm to table, and then table to farm system in a closed loop. We’ve always admired the continuity that composting offers for the circular economy.

What is one of the oddest items or the largest amount of something you have ever been asked to compost?

NOPE: NOPE once composted three-quarters of an entire tractor trailer full of wilted bagged lettuce. We had a reverse assembly line going and diverted about 15 tons of lettuce from landfills.

What do you love most about the community in which you work, and the customers you serve?

NOPE: Composting in our community is more popular now than ever. We are lucky to be part of such a determined group of environmentally conscious folks who seek a more mindful way to manage the organic portion of the waste stream and combat climate change.

Where does Natural Organic Process Enterprises see itself five years from now?

NOPE: NOPE has been fortunate to grow every year since our story began back in 2009. We are optimistic with our prospects and will continue to push hard to develop more partnerships along with the critically needed organic recycling infrastructure over the coming years. We are excited with the fact that the more NOPE grows the more positive social and environmental impacts we have on our community.


Lori Sullivan is Vice President of Hauler Operations at Rubicon. To stay ahead of Rubicon’s announcements of new partnerships and collaborations around the world, be sure to follow us on LinkedIn, Facebook, and Twitter, or contact us today.

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