I think that I can proudly say that CRRA, the California Resource Recovery Assoc coined that phrase. At a NRC conference a few years ago we had buttons printed that had waste with the the big circle/slash through it that we were passing out. If people didn't want the "Zero Waste" button, we passed out another button that said "Im for ___% waste" and ask people, "If you're not for Zero Waste, how much waste are you for". I'm not totally positive, but I think that John Davis might have come up with it.
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