To many in Japan, industrial waste disposal carries an image tarnished by practices such as illegal dumping. Since inheriting her family recycling business aged 30, Noriko Ishizaka has overseen reforms intended to transform the firm's reputation. A new eco-friendly plant, an employee training drive, superb recycling technology and a commitment to regreening have won praise in Japan and overseas, and earned the trust of local residents. We follow this company's change from pariah to paragon.