Dive Brief:

• Atlanta-based Rubicon Global has hired John Bax as its new chief financial officer. He was formerly the CFO of LivingSocial and RecycleBank, and helped launch Walmart.com, later taking over as the CFO of Walmart online operations.
• Rubicon Global has built software that manages independent waste haulers who bid on picking up trash from business customers. The company plans to launch an app for consumers that will offer on-demand trash pickup, similar to Uber's ride-service app. The app should be in select cities by the end of the year.
• The hiring of Bax also puts Rubicon in a position to soon become public, possibly in the next year or two. The company is closing in the coming weeks on a $50 million round of funding. 

Dive Insight:

Seven-year-old Rubicon Global is using computers and wireless tech to try to alter the world of trash and recycling. The industry traditionally has not used much technology, though one such advance is tweeting trash cans.

CEO Nate Morris told Fortune the company has doubled in size every year for the past three years and is the largest third-party provider of waste and recycling in North America. Rubicon Global has 60,000 locations where its network of trash haulers pick up garbage or recycling from some of the biggest companies in the U.S.

The idea of putting trash pickup at consumers' fingertips with an app is exciting and could lead to other companies taking the plunge.