Photo credit to Nat Caron Photography
This year marks a major milestone for Busch Systems — 40 years of innovation, sustainability, and driving change in the waste and recycling industry. What began as one student’s idea to improve a local recycling program has now grown into an international company in sustainable container solutions. We had the honour to speak with Craig Busch, President and CEO of Busch Systems, to discuss the company’s inspirational journey of growth, giving back, and thinking big. But Craig’s story does not stop there: he is also the Founder and CEO of the Sandbox Centre, which includes a Regional Innovation Centre (RIC) for supporting growing and expanding businesses in Barrie. Rooted in Barrie’s supportive culture, community, and abundant opportunities, Craig’s entrepreneurial story offers powerful insight into what it means to build not just a business—but a lasting legacy.
Jenna Bartlett: What inspired you to start your business in Barrie? What do you enjoy about operating in the Barrie community?
"I lived in Midhurst when I was younger, so the business started there and naturally evolved to Barrie. Once you've got some supply and connections, you just kind of grow with it. But what do I love about Barrie? So many things. Firstly, I love the community. I tell people about the Sandbox Centre in Barrie, which I couldn't have built anywhere else. It's the connectivity—the 2 degrees of separation—where everybody knows somebody. We're big enough to have the critical mass to do great things, but everyone's got this feeling of community in Barrie, and the philanthropy here is incredible.
Another reason why I love Barrie is the transportation side of things. Having Pearson airport so close by is amazing. You’ve got all these direct flights from the Canadian carriers, so it’s easier to travel and get to trade shows and conferences. Barrie also has great transportation to Toronto, so it’s easy to stay connected to everything going on in the area.
There's honestly just this sort of energy that I just don't find anywhere else, and it's a great place for employees. And culturally, we have good people here who have an amazing work ethic and really try to help each other. We do not have a scarcity of amazing people. I wonder why I do so many things for the city, and it turns out I'm just so grateful for everyone around me".
Photo credit to Nat Caron Photography
Talia Buffone: What are some milestones in your journey toward becoming an accomplished innovator?
"Every day in an entrepreneurial journey is a milestone. We started working with blue boxes, and
following that, we built an amazing kitchen compost bin that Barrie used, along with many other things, for residential use. We then created the first purposely designed recycling container with a full perimeter handle on it, which made it easier for garbage collectors at the time to grab bins and flip them. This also inspired us to make the first container that went underneath desks, which took us into the world of offices where we began to custom build other centralized containers.
One day, we made the decision that residential was no longer our primary focus. We pivoted to
industrial, commercial, and institutional areas, such as convention centres, universities,
downtowns, and airports. This turned us into leaders in the science of how people think. Our mission is to improve recycling rates, but how do we help people recycle efficiently? At the end of the day, it is psychological; we really have to think about how people interact with objects in their space.
Our main strategy is product leadership, thought leadership, and social leadership. Social leadership is our environmental doing the right things for the environment, our staff, and our community. Product leadership and thought leadership are tied—it is a mindset that keeps us innovating next level products that haven't been done before. Ultimately, this is what encouraging great recycling is all about".
Jenna Bartlett: How do you approach innovation and stay ahead in your industry? What are you excited for in terms of the future of your business?
"There’s a great analogy about purple cows that has inspired me. Imagine you land in Switzerland, rent a car, and start driving through the mountains. At first, you’re amazed by all the cows in the fields. Five valleys later, no one’s paying attention to cows anymore. Now, if you saw a purple cow? That’s the one you’d talk about. That’s what we’re aiming for. We love dreaming up things that have never been done—the what ifs and what could be. We focus on what doesn’t exist yet, things that add real value or completely shift the way things.
One of the things I'm excited about is not just our impact, but how we can be impactful to others— and the Sandbox is a big part of that. Without Busch Systems, Sandbox wouldn't exist. We are one of its biggest private funders. I have put probably three years full time into creating that. It allowed small businesses in Barrie to share knowledge, share connections, and do business with each other, which is something I am deeply passionate about".
Last year, Busch Systems has launched its very own Purple Cow: the new Mosaic Series, a modular recycling and waste container system designed for durability and flexibility.
Talia Buffone: In a few words, what does it mean to you for Busch Systems to be celebrating its 40th anniversary?
"You know, hardly any companies get to this milestone. That's one of the reasons for creating the
Sandbox—we wanted to change those numbers.
I don't spend any time thinking about the past, except to figure out what the mistakes were and what we can do better. As a CEO, you just do not know what is coming your way, and our job is to make sure that we are ready for it. We spend all our time scanning, looking for opportunities, and developing strategies. Now that it’s our 40th anniversary, I am finally able to reflect on where I am now. Knowing I did not get here alone is something I am very grateful for.
Busch Systems has built a family of coworkers who truly care about each other. What I'm most pleased about here is the culture-- I brought in people who shared their commitment, leadership, and care for our community. Culture can deeply influence the workplace, so the people I work with are very special to me. Everyone here is extremely valuable and motivated towards our mission, and our growth continues to bring new thoughts to the table. It is truly the connections within our community that have helped Busch Systems flourish into the business it is today".
