Sustainability In Your Ear: Building The Circular Economy With Glacier CEO Rebecca Hu-Thrams

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The raw material for a $2 trillion circular economy is already flowing through recycling facilities. But how do we capture and use it? Rebecca Hu-Thrams, co-founder and CEO of Glacier, is deploying AI-powered robotic sorters at material recovery facilities (MRFs) across the country, processing recycling for one in 10 Americans. Her robots use computer vision trained on more than 3 billion images of waste to identify and sort over 70 different materials—picking 45 items per minute, 24/7, in conditions that would exhaust or injure human workers. As much as 80% of what Americans put in blue bins never gets recycled. The culprit is outdated technology at MRFs, the vast sorting operations struggling with a labor crisis so severe that facilities often refill the same sorting job five times a year. The work is dangerous, with injury rates twice that of construction. Rebecca, a first-generation American who grew up washing margarine tubs for reuse, saw an opportunity to apply cutting-edge technology to what she calls "the most demented form of manufacturing on the planet." The results are tangible. At oneDetroit MRF, an AI camera on a residue line revealed the facility was losing massive amounts of PET bottles to landfill, material they suspected was slipping through but had never quantified. By adding a single sorter based on that data, they achieved a two-thirds drop in PET sent to landfill and earned $138,000 in additional annual revenue.

But Glacier's robots do more than sort. They create an intelligence layer for the circular economy, generating data about what's actually in the waste stream—down to specific brands and packaging designs. Amazon, which has invested in Glacier through its Climate Pledge fund, is using this data to understand what design features make packaging easier or harder for AI to detect, moving from "technically recyclable" to "provably recyclable." With extended producer responsibility (EPR) laws spreading across the U.S., this kind of brand-level accountability will become table stakes. Rebecca notes that EPR has improved recycling rates by over 40 percentage points in parts of Europe. Glacier's vision is to transform recycling from a reactive cost center into advanced manufacturing, built on three pillars: a reliable data layer, consistent automation, and higher-quality feedstock. "MRF managers show up to work, turn on the lights, and hold their breath and wait to see what new, crazy things come down their conveyor lines," she said. "What I hope is true for recycling in the coming years is that producers are making things designed to be really easy to recycle."

We're still in the early steps of a long recycling evolution, but the gap between where we are and a truly circular economy may close faster than the past 60 years of recycling's progress would suggest. You can learn more about Glacier at endwaste.io.

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