How does a small company make a splash in the bottled-water industry? For Bradford Schulman, it comes down to a value proposition: "Every 72 bottles we produce saves 1 gallon of oil," he says, because "plastic" bottles from Green Planet are actually made from plant starch, not petroleum. 7-Eleven is testing his biodegradable water bottles, and Schulman believes one day he could capture a 5% to 10% market share.

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