This case study explores the trajectory of Ciclo Orgânico, a Brazilian social enterprise that offers waste collection and composting services to households in Rio de Janeiro. The case presents the dilemma Lucas Chiabi faced when he founded a company whose services provide a single value to the customers: the possibility of reducing negative environmental impacts. More than most ethical and sustainable companies, Chiabi had to deal with the challenge of increasing the perceived value of generating positive impacts and how to sell environmental change
