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Marina McCoy Last March, Marina McCoy was entering her fifth year in business as a sustainability director for music festivals and other big events, helping organizers reduce the trash they generated. Her company, Waste Free Earth, had contracts worth about $300,000 in the works for the coming year. The coronavirus pandemic swept it all away. Waste Free Earth lost not only all of its gigs but also the money spent to prepare for them. McCoy was devastated. But she took the year to reinvent herself and her company into zero-waste experts, teaching businesses and individuals how to eliminate their disposable habits.