WhizCom Marketing  specializes in strategic digital and traditional marketing solutions designed to drive engagement and achieve measurable outcomes. Our collaboration with E.J. Harrison & Sons on their Commercial Food Waste Recycling Initiative exemplifies the impact of targeted marketing in promoting environmental sustainability.

By developing a comprehensive Food Waste Recycling Portal, executing social media campaigns, and producing print and educational materials, WhizCom Marketing played a key role in increasing participation in food waste recycling and advancing E.J. Harrison’s mission to reduce landfill methane emissions.

E.J. Harrison Commercial Food Waste Recycling Case Study

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The Challenge of Food Waste Recycling

California’s Senate Bill 1383 mandates commercial food waste recycling to mitigate the effects of climate change. Research shows that one ton of food waste in a landfill produces up to 143 pounds of methane gas, a greenhouse gas that is 84 times more potent than carbon dioxide in its impact on global warming.

E.J. Harrison had proactively established a commercial food waste recycling program well before the legislative requirements took effect. However, the company faced several challenges:

  • Educating businesses about compliance requirements and the proper disposal of food waste.
  • Increasing participation rates and sustaining year-over-year growth in food waste collection.
  • Raising public awareness about the environmental impact of food waste and methane emissions.

Despite a 114% increase in food waste recycling from 2019 to 2024, the growth rate between 2023 and 2024 slowed to 5%, highlighting the need for a more targeted and effective outreach strategy.

Annual Food Waste Tonnage (2019-2024)

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Our Strategic Marketing Approach

Website Development Social Media Campaigns Other Outreach Campaigns

1. Website Development – The Food Waste Recycling Portal

WhizCom Marketing designed and launched a dedicated Food Waste Recycling Portal on the E.J. Harrison website ( ejharrison.com/food-waste), providing businesses with a central hub for information and resources.

The portal includes:

  • Step-by-step guidance on compliance with food waste recycling mandates.
  • Educational content outlining the environmental benefits of food waste recycling.
  • Interactive features directing businesses to appropriate waste management services.

2. Social Media Campaigns – Driving Engagement and Business Participation

To amplify the program’s reach, WhizCom Marketing deployed a highly targeted social media campaign across Facebook and Instagram. The goal was to educate businesses, drive traffic to the Food Waste Portal, and increase overall participation in food waste recycling.

The campaign exceeded expectations, leading to a surge in digital engagement:

  • On Facebook, our campaign garnered more than 525,000 views, significantly expanding program visibility. The content reached over 27,000 users, generating 7,100 interactions—a testament to the growing public interest in food waste recycling.
  • A key success metric was link clicks to the Food Waste Recycling Portal, with 21,300 businesses and individuals actively seeking compliance information.
  • Engagement on Facebook skyrocketed, resulting in a 1000% increase in followers, with 601 new businesses and individuals subscribing to updates.

On Instagram, where visual storytelling is key:

  • The campaign attracted over 107,000 views, with a reach of 64,900 users—a strong indicator of growing awareness in commercial spaces.
  • Engagement levels were high, with 3,400 interactions on educational content, and 1,600 link clicks directing businesses to compliance resources.
  • Over 174 new followers joined the conversation, expanding the reach of food waste recycling advocacy.

This strategic social media engagement ensured that thousands of businesses had direct access to compliance resources, leading to increased program participation.

3. Email and Direct Outreach Campaigns

To ensure businesses had direct access to the necessary information, WhizCom Marketing developed and executed an email marketing campaign. The outreach emphasized:

  • Compliance with Senate Bill 1383 and the consequences of non-compliance.
  • Clear, actionable steps for businesses to begin participating in food waste recycling.
  • The environmental impact of methane emissions and the role of food waste recycling in reducing climate change effects.

4. Print and Traditional Media Outreach

Recognizing the importance of traditional media in reaching a broader audience, WhizCom Marketing created a series of print materials, including:

  • Informational brochures and utility bill inserts distributed to commercial clients outlining food waste recycling requirements.
  • Press releases and feature articles published in newsletters and local newspapers, reinforcing the importance of the program.
  • Flyers and posters placed in high-traffic business locations to encourage participation.

Results and Impact

The integrated marketing campaign significantly contributed to the growth of E.J. Harrison’s food waste recycling program :

  1. Annual food waste collection increased to over 5,100 tons in 2024, representing a 114% increase since 2019.
  2. Sustained year-over-year growth, with a 5% increase from 2023 to 2024 despite challenges in maintaining momentum.
  3. Significant increase in digital engagement, with thousands of businesses utilizing the Food Waste Recycling Portal for compliance guidance.
  4. Expanded public awareness, with more businesses recognizing the importance of food waste recycling in reducing landfill methane emissions.


The Hard Numbers

The integrated marketing campaign significantly contributed to the growth of E.J. Harrison’s food waste recycling program:

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Conclusion

The success of E.J. Harrison’s commercial food waste recycling initiative demonstrates the critical role of strategic marketing in driving environmental action and regulatory compliance. WhizCom Marketing’s expertise in digital engagement, print outreach, and targeted messaging helped expand the program’s reach and impact.

By combining comprehensive educational resources, data-driven social media strategies, and traditional media engagement, WhizCom Marketing effectively supported E.J. Harrison’s mission to reduce food waste and its environmental consequences.

This case study serves as a model for how businesses and organizations can leverage integrated marketing strategies to achieve sustainability goals and regulatory compliance.


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