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Steve's a bloke who decided to try to do something about it. (Where "it" = today's transcendent priority.)

From New York, Steve was educated at Columbia, Harvard, and The Village Voice jazz club.

His green instincts arose early: As a boy, Steve would haul waste paper four miles to his area's one recycling drop-off – a long way on a beat-up bike.

Later, he once filled a huge garment bag with crushed water-bottles and brought them from England – where plastic was not being recycled – to New York, where it was.

Later still, he started a website that he hopes you'll tell lots of people about.