A new business plan outlined ambitious moves to a new corporate structure, a comprehensive rebranding, and staff structure focused on enhancing quality control, corporate partnerships and communication. Membership and revenue grew 25% a year, and a new brand and corporate affinity program attracted partners like Microsoft, Oracle, Sony and dozens of other major technology companies. Today, SERI’s electronics certification, R2, is the largest environmentally responsible electronics recycling standard is the world, covering over 1,000 recycling facilities worldwide. Over 1/3 of the world’s largest toxic waste stream is now being responsibly managed, with this fraction increasing each year.