What began as a single grant in a small Wisconsin county has grown into a powerful, nationwide push for environmental stewardship.

This year marks the 10th anniversary of the Crush It Crusade (CIC)—a sustainability initiative led by Can’d Aid and supported by The Ball Foundation that has transformed how communities and events across the U.S. approach recycling and waste reduction.

Launched in 2015, the program’s first grant was awarded to Eau Claire County, Wisconsin, which used the funding to bolster recycling efforts at its “Taste of the Valley” event. The results were immediate: more than 12,000 pounds of waste recycled and a 64% diversion rate, proving the model’s potential.

Since then, CIC has expanded its reach dramatically, embedding recycling infrastructure into high-profile events such as Hangout Fest in Alabama, Winter WonderGrass in Colorado, and Jam Cruise in Florida. By 2016—just a year after its debut—the program had already engaged tens of thousands of festivalgoers, turning temporary celebrations into long-lasting lessons in environmental responsibility.

The program’s influence only continued to grow. In 2019, a grant to the Denver Civic Center Conservancy helped launch a Zero Waste initiative at the popular Civic Center EATS food truck event, serving over 60,000 attendees. Thanks to CIC’s support, the event achieved an 89% waste diversion rate, preventing 40 tons of waste from entering landfills.

Eric Lazzari, executive director of the Civic Center Conservancy, said: “We could not have implemented our Zero Waste program without the funding and support provided by Crush it Crusade. Using the resources provided, we were able to save 40 tons of waste from landfills in 2019 alone.”

That same year, CIC extended its reach beyond festivals and into public spaces. In Nyack, New York, a dozen new recycling bins redefined downtown waste management. Meanwhile, in Hamilton County, Ohio, Great Parks launched a county-wide recycling and composting program, diverting nearly 4,500 pounds of waste during just seven events.

By 2021, CIC had awarded 90 grants across 34 states, helping organisations of all sizes reduce waste and build lasting green practices. But the initiative didn’t stop at conventional venues. In 2022, CIC partnered with WeGenerative, a nonprofit focused on wildfire recovery, to introduce recycling systems in volunteer camps—proving that sustainability can thrive even under the most difficult circumstances.

Now, a decade in, the Crush It Crusade stands as a testament to grassroots action and collaborative impact—building cleaner communities, greener events, and a more sustainable future, one bin and one volunteer at a time.