GeneraCycle has a vision for a 100% landfill free globe by 2040 and is an award winning initiator in creating landfill-free environments. It has designed and implemented programs which the recycling industry has failed to address. GeneraCycle, coined from two separate Latin words, 'genera' from Biology which is a “class or subdivision of groups of individuals” and 'cycle' from the plural form of cyclus "a complete series of occurrences which can repeat”. To 'GeneraCycle,' therefore, is to repeatedly class or subdivide groups or individuals in a complete series of occurrences. The idea for GeneraCycle came while the founder was working in the corporate real estate sector in 2006. He realized that a gap existed between waste and recycling programs in the commercial sector and knew that there had to be a better way. GeneraCycle has been involved in the major redesign of hard to recycle products and is a pioneer in programs unrivaled in the marketplace. GeneraCycle was founded by Gregoire James on the eve of the sustainability movement in May 2009. Gregoire worked valiantly to try and assist brands and buildings to transition away from landfill. In 2010 he developed the GeneraCycle 100% Landfill Free Certification Program and created a platform to certify brands to operate without waste. This certification program was the first program of its kind ever to hit the market. While GeneraCycle customers shared Gregoire's vision of a '100% Landfill Free Globe by 2040,' many felt reaching 100% landfill free was too hard to achieve. In 2012 he decided to trade his sales hat for a bicycle and developed the 100% Closed Loop Vermicompost Organic Recycling Program or CLVORP. The CLVORP was a project which picked up compost waste from commercial buildings using bicycles transporting the compost to a worm compost facility which was powered by clean, green energy. Gregoire personally logged over 14,000km using pedal power and the program diverted over 20,000kg of compost from landfills. The CLVORP was certified by Carbonzero to be devoid of greenhouse gas production (both carbon and methane), and in 2014 it was awarded the Silver Sustainable Service Award by the Recycling Council of Ontario sponsored by U-Pak.