Who We Are
The Story of
Waste Not Consulting
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Born from a Moment of Disruption
Waste Not Consulting was born out of a moment of disruption - and a deep conviction that sustainability could be done better. Founded during the challenges of the COVID era, our company emerged when our founder saw a clear gap in the waste industry: a lack of true care, accountability, and forward-thinking solutions. Rather than treating sustainability as a checkbox, Waste Not Consulting was created to help organizations meaningfully reduce their environmental footprint and keep waste out of landfills and oceans through practical, real-world action.
From day one, our approach has been rooted in relationships. We built our business by showing up, responding quickly, and treating every client’s property as an extension of our own. That commitment has led to a referral-driven practice and long-term partnerships built on trust, transparency, and results. By combining local expertise, deep regulatory knowledge, and hands-on support, we help our clients simplify compliance, reduce costs, and achieve measurable progress toward zero waste goals.
Today, Waste Not Consulting continues to grow alongside the mission that started it all. As we expand our work with corporations, municipalities, and educational initiatives, our focus remains the same: advancing a sustainable and equitable future through care-driven collaboration. We believe zero waste is achievable when people are supported, systems are thoughtfully designed, and sustainability is treated not as a trend—but as a responsibility to future generations.
Meet Our Team
Ashlee Baker
TRUE Advisor, Co-Founder & CEO
Ashlee has more than 15 years of experience helping commercial properties and businesses achieve meaningful waste diversion and reduction outcomes. She specializes in designing, implementing, and managing sustainable waste management programs that balance environmental stewardship with financial responsibility. As a dedicated zero waste advocate and certified TRUE Advisor, she supports clients pursuing TRUE Zero Waste certification by helping them achieve and maintain diversion rates of 90% or higher from landfill disposal.
She is frequently invited to educate and speak on strategies to reduce waste generation and improve diversion performance for organizations and property portfolios. Her commitment to minimizing landfill impact is reflected in her proven track record of successfully implementing more than 200 waste management programs and leading waste audits across over 25 million square feet of commercial property.
Beyond her professional work, Ashlee is passionate about promoting environmental stewardship in her personal life. Inspired by her parent’s commitment to waste reduction and recycling, she integrates sustainable practices into everyday living. This dedication is reflected in her leadership at Waste Not, guiding the company to achieve CAGBN’s TIER 3 Innovator Certification, becoming a 1% for the Planet member, and pursuing B Corp certification.
Ashlee holds a Master of Science in Environmental Studies from California State University, Fullerton, and a Sustainable Practices professional certificate from San Diego State University.
Stephanie Morris
TRUE Advisor, Senior Sustainability Coordinator
Stephanie is a second generation San Diegan, ‘Recycle Lady', worm mom, food waste fanatic & reusable cup collector. Stephanie’s upbringing in a family of green thumbs established a relationship with nature early on. This grew into a personal passion for zero waste practices while earning a degree & teaching credential at San Diego State University.
Post-graduation, Stephanie taught K-6 and led a student/parent ‘Green Team’ in Encinitas, California. A summer job at Jimbo’s in 2018 became an opportunity for a career. Stephanie became the grocer’s first Sustainability Coordinator in 2020. She brings both her experience preventing waste in the retail-grocery space and her education background to Waste Not’s diversion programs and zero waste consulting projects.
Stephanie finds joy in exploring the wide world of waste, connecting with nature, and believes everyone is an environmentalist in some shape or form. She can often be found enjoying local food and drink, beach-combing, shopping small, and volunteering with local nonprofits. Stephanie holds a Bachelor's degree in Liberal Studies from San Diego State University and is a TRUE advisor.
Devin Berry
Administrative & Accounting Coordinator
Devin is born and raised in Encinitas, California, and grew up immersed in a community known for its environmental consciousness and love of the outdoors. Whether spending time at local beaches or exploring North County’s natural spaces, she developed an early appreciation for the importance of protecting coastal environments, an interest that continues to guide both her personal values and professional path.
Devin started working in restaurants before transitioning into account supervision, project management, and clerical accounting positions. These skills translate seamlessly into her role at Waste Not, where she supports the team by managing key administrative and accounting functions. She oversees accounts payable and receivable, assists with invoice auditing and budget tracking, and helps coordinate client onboarding processes to ensure smooth, efficient operations.
She holds a Bachelor’s degree in Communications from California State University San Marcos and is currently pursuing her Accounting Certificate at UC San Diego. Outside of work, Devin continues to practice sustainability in daily life, from minimizing waste to supporting local businesses and striving to learn more ethical practices. Her blend of operational experience, customer-focused mindset, and ever-growing passion for environmental protection makes her a valuable addition to the Waste Not team.
Nicole Seyle
TRUE Advisor, Operations Coordinator
Nicole has over eight years of experience in sustainability and waste management, with a strong foundation in both consulting and waste hauling operations. She has contributed to more than 150 waste audits across the United States and internationally, helping clients identify opportunities to improve diversion, reduce contamination, and optimize waste programs for operational and environmental performance. As a TRUE Advisor, she has supported multiple certification efforts, including projects achieving TRUE Gold certification.
She has also managed major waste hauling contracts, including supporting operational oversight of programs such as recycLA for the City of Los Angeles, as well as residential waste programs throughout LA County. In these roles, she gained experience working with municipalities, private haulers, and service providers to improve service delivery, compliance, and program efficiency.
As Operations Coordinator at WNC, Nicole oversees site inspections, waste tracking systems, reporting metrics, and client and vendor coordination. She also supports waste audits, sustainability program implementation, and continuous improvement initiatives designed to help clients meet diversion and regulatory goals.
A lifelong surfer based in San Diego, Nicole was inspired to pursue a career in waste diversion after witnessing the impacts of plastic pollution on the beaches and coastal environments she enjoys. This personal connection to environmental stewardship continues to drive her passion for creating practical, real-world solutions that reduce waste and support healthier communities and ecosystems.
David Baker
Co-Founder & Managing Partner
David oversees executive operations, department oversight, and WNC's strategic direction. Before adopting a solely executive role, David initially spearheaded account management and onsite operations with a focus on detailed site surveys and inspections, monitoring and tracking technology, code compliance, and specialized hauling for hazardous materials and construction.
Prior to WNC David had experience in account management, customer relations, and commercial property inspections. David holds both a Bachelor’s and Master’s degree from the University of Nevada in History (Pre-law) and Justice Management, and has studied Environmental Management at the University of California, Irvine.
OUR MISSION
Building a
Sustainable Future
Our mission is to advance a sustainable and equitable future by committing to eliminating waste sent to landfills. We are driven by our passion to help our clients achieve zero waste, aiming to build an environmentally aware society, all for the lasting benefit of future generations.
We believe real progress happens through collaboration, accountability, and care. By working closely with our clients as trusted partners, we turn sustainability goals into practical, measurable action—helping organizations reduce costs, stay compliant, and make a meaningful impact without added complexity. Every program we build is rooted in integrity, local expertise, and a genuine commitment to doing what’s right for both people and the planet.
Our Commitments
1% for the Planet
Waste Not Consulting is a proud business member of 1% for the Planet, a global network of companies committed to giving back to the Earth. As part of this commitment, we contribute 1% of our annual revenue to vetted environmental nonprofit organizations working on climate action, waste reduction, and ecosystem protection. This membership reflects our belief that businesses have a responsibility to be part of the solution and that meaningful environmental impact requires action beyond day-to-day operations.
Pursuing B-Corp
Waste Not Consulting is pursuing B Corp Certification, a rigorous third-party verification that measures a company’s social and environmental performance, accountability, and transparency. B Corps are businesses that meet high standards of impact, balancing purpose and profit while considering the well-being of workers, communities, clients, and the planet.
As a sustainability consulting firm, this certification reflects what we already practice: using business as a force for good. We are actively completing the certification process and expect to finalize our B Corp status by 2026.
Green Business Certification
California Association for Green Business Networks (CAGBN) is a statewide coalition supporting local Green Business Programs that help businesses operate more sustainably while strengthening local economies. CAGBN advances best practices in energy efficiency, waste reduction, water conservation, and pollution prevention through collaboration, education, and policy advocacy.
Waste Not Consulting is proud to be certified at the Innovator level, recognizing our leadership in advancing sustainability beyond standard requirements. Further reinforcing our commitment, WNC’s CEO serves as a Board Member, helping guide statewide efforts to elevate and expand green business practices across California.
Women Owned
Woman-Owned Business
Waste Not Consulting is proudly woman-owned and has been since our inception. Founded with the belief that sustainability solutions should be both practical and impactful, our woman-owned status reflects our commitment to leadership, innovation, and equity in the waste management and environmental consulting space. From day one, we’ve brought a values-driven approach to helping organizations reduce waste, meet compliance goals, and create lasting environmental change.