True Advisors
The TRUE (Total Resource Use and Efficiency) certification is for companies and organizations that are ready to take their operations to a zero-waste level.
Zero-waste status is achieved once an organization reaches and maintains a 90% waste diversion rate for a 12-month period. Waste diversion means directly or indirectly recycling, reusing, or reducing waste – preventing it from ending up in a landfill or incinerator.
Common waste diversion methods include cardboard recycling, single-stream recycling, donating, composting, battery recycling, and relying on reusable supplies.
Reduction In Motion approach simplifies the process with four steps
What’s more – our TRUE certification advisors will be with you along the way to make sure the journey toward zero-waste is as quick and smooth as possible.
Meet Our TRUE Advisors
Bill Griffith
With nearly 40 years in the waste industry, Bill founded Reduction In Motion after recognizing that organizations needed practical guidance to build smarter waste systems. His philosophy is simple: sustainability starts with the trash can. As a TRUE Zero Waste Certified advisor, Bill has spent decades helping organizations reduce costs, improve efficiency, and increase diversion - proving that better waste management can spark transformation across an entire operation.
Zach Hetrick
Zach brings 14 years of hands-on experience implementing waste and sustainability programs. He first worked with Reduction In Motion from 2010 to 2014 and returned in 2020 after spending five years leading a corporate sustainability program. As a TRUE Zero Waste Certified advisor, Zach combines big-picture strategy with practical know-how to help organizations turn sustainability commitments into measurable results.
kelsey welliver
With 13 years at Reduction In Motion, Kelsey has helped countless teams turn sustainability goals into real-world action. From working alongside client stakeholders to launching new programs, training staff, and sparking behavior change, she brings energy, organization, and a knack for making waste reduction make sense. As a TRUE Zero Waste Certified advisor, Kelsey enjoys helping organizations uncover the opportunities hiding in their waste stream and turning them into real sustainability wins.
Lindsay Coats
Since graduating in May 2023, Lindsay has worked with clients to implement, monitor, and improve programs focused on reducing waste and improving their sustainability.
MADISON NORMAN
Since joining Reduction In Motion in October 2024, Madison has jumped right into helping clients roll out, monitor, and improve waste reduction programs. As a TRUE Zero Waste Certified advisor, she brings enthusiasm, attention to detail, and a passion for helping organizations turn sustainability plans into everyday practice.
Maverick Garcia
After earning a degree in Sustainability Science in 2022, Maverick began his career in vertical farming before bringing his passion for resource efficiency to Reduction In Motion in 2024. As a TRUE Zero Waste Certified advisor, he enjoys finding creative, practical solutions that reduce waste while benefiting both people and the planet.
