Recycling is maybe on of the most conventional sustainability strategies. We recycle our paper, glass and clothing, but what about our knowledge? On a ‘view FRWD’ meeting I recently met someone who is working in recycling market research. The idea is that there is a lot of information in market research that is not specifically relevant for the primary subject of the research, but might be very valuable when put in a new context. Evaluating and reinterpreting ‘old’ research is expected to lead to new ideas and products, a relatively cheap and effective strategy. Which makes me wonder, how much valuable information or other ’side products’ are there to be found in the cellars of businesses. I guess living in a knowledge economy makes this waste what manure is for farmers, so how are we going to recycle all that knowledge?