From Brooklyn Sidewalks to Bear Country: How Liz Picarazzi Built a National Brand One Bin at a Time
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From Brooklyn Sidewalks to Bear Country: How Liz Picarazzi Built a National Brand One Bin at a Time
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When Liz Picarazzi started snapping photos of ugly trash enclosures around Brooklyn, she didn’t know she was laying the groundwork for CITIBIN, a premium outdoor storage brand now serving homes, cities, and even bear country. In this episode, Liz shares her journey from a corporate career to building a million-dollar, woman-owned company, securing municipal contracts in New York City, and ultimately achieving the coveted bear-resistance certification after multiple failed attempts. It’s a story of vision, grit, and turning “trash” into treasure.
Show Notes
In this episode of She’s So Bossy, Jaci Russo and Melissa Bowen sit down with Liz Reich-Picarazzi, founder and CEO of CITIBIN. What began as a side project to beautify New York sidewalks has grown into a thriving business tackling rat infestations, municipal waste challenges, and even grizzly bears. Liz’s journey offers rare insight into scaling a product company, breaking into government contracts, and navigating the personal dynamics of working with family.
What You’ll Learn in This Episode
- The “aha” moment: How stroller walks through Brooklyn sparked a new product category in waste management.
- From handyman service to premium product line: Prototyping CITIBIN with paying clients.
- Breaking into B2G: Winning over New York City and adapting residential products for municipal needs.
- Manufacturing lessons: Moving production from U.S. factories to China, then diversifying into Vietnam to navigate tariff risks.
- Family business dynamics: Hiring her husband as COO and bringing her daughter into the company for a summer.
- Overcoming imposter syndrome: Competing in a space dominated by architects, policymakers, and city planners.
- Bear country breakthrough: Three tries, two failures, and finally earning Interagency Grizzly Bear Committee certification.
- Leadership truth: Why knowing your strengths—and not managing everything yourself—can accelerate growth.
Resources & Links
- CITIBIN: https://citibin.com/
- Follow on Instagram: https://www.instagram.com/elizarazzi/?hl=en
- Connect with Liz on LinkedIn: https://www.linkedin.com/in/liz-reisch-picarazzi/
- Pinterest Hall of Shame (Ugly Trash Enclosures): https://www.pinterest.com/elizarazzi/trash-enclosures/