Houston-based composting startup grows commercial and residential subscribers amid pandemic

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Since Moonshot Composting's inception, its subscribing businesses and residents have diverted more than 209 thousand pounds of food waste from landfills. Photo courtesy of Moonshot

From landfills leaking into the water supply to reports of recycling being dropped in landfills, Houston's sustainable future has been mired by waste management faux-pas. According to a fact sheet from the City of Houston, 81 percent of trash in Houston ends up in landfills. Brothers-in-law Chris Wood and Joe Villa co-founded Moonshot Composting in hopes of improving Houston's environmental future.

After the birth of his second child, Wood stepped away from his career as a corporate attorney to stay home and find new opportunities outside of law.

"Just through conversations and reading, it became clear that Houston had not yet picked up the pace on diverting food waste as a city," says Wood.

Composting, a method of decomposing organic solid wastes that's growing in popularity, diverts trash like food and paper towels into compost that can be used to grow plants. While letting your waste have a second life sounds like a sweet deal, it's also a sustainable one. More compost means less waste in landfills, a major contributor to harmful greenhouse gas emissions.

The scarcity of composting options left Wood with answers to what was holding Houston back. Was it the sheer size of the city alone? He reached out to Villa, who had spent 15 years in transportation logistics, with a laundry list of questions.

"How do we minimize a real waste stream that's going to the landfill and maximize streams of materials that we're not using anymore to be reused in some new form or fashion," poses Wood.

It wasn't long before Villa and Wood entrenched themselves in research. The two traveled to South Carolina for the U.S. Composting Council's annual conference last January and left feeling inspired to bring their idea to fruition. Like the rest of the world, they couldn't have anticipated that COVID-19 would rattle the nation in the weeks to come and cause a string of lockdowns across the U.S.

Brothers-in-law Chris Wood and Joe Villa co-founded Moonshot Composting in hopes of improving Houston's environmental future. Photo courtesy of Moonshot

"Even though the pandemic hit before we launched our business, we were far enough along that we felt like we could do this safely," says Wood. A benefit of Moonshot Composting's structure was its drop-off and pick-up style program for both businesses and consumers.

The two co-founders weren't the only people finding a newfound passion for. According to Google Trends, users were searching for ways to compost at home at increased rates after the first stay-at-home order was announced last March. As people were learning to back sourdough and building their puzzle collections, they were also wondering how to be more sustainable in their households. The keywords "composting at home" surged to its greatest peaks during April, July and September in 2020.

With a growth-focused plan to help Houston be greener, Moonshot Composting recently participated in cohort 3 of The Ion's Smart and Resilient Cities Accelerator, where Villa and Wood gained insights from mentors and business leaders.

The momentum has continued with the company's latest release: a digital Diversion Dashboard for residential customers who track their composting totals, compare their composting to other communities, and share the statistics on social media.

"We knew from the time that we started, that there was an opportunity to introduce technology to improve people's behavior around the trash can," says Wood. "Our plan was to operate for at least a year and understand what it's like to help people compost in their business and at home. From the beginning [of our business], we weighed everything we picked up, because we knew that what you can't measure you can't change."

After putting in place a system to weigh each compost pick-up, the two reached out to their network to bring in outside developers.

The proprietary dashboard also translates the weight of compost to residential impact. Looking at Wood's own dashboard, he can see that his compost weighs the equivalent to 168 pineapples and can notice that his neighborhood is ranked second on Moonshot Composting's list of serviceable areas.

A version of the Diversion Dashboard was first made available to commercial subscribers in the spring on a trial basis. Similar to the consumer platform, the commercial dashboard provides carbon equivalencies to compare your environmental impact like pounds of carbon dioxide removed from the atmosphere and "un-driven" miles.

Moonshot Composting's commercial subscribers include Rice University, Houston Baptist University, The Awty International School, ConocoPhillips, Tacodeli, Snooze Eatery, Ostia, and Amli Residential.

Since Moonshot Composting's inception, its subscribing businesses and residents have diverted more than 209 thousand pounds of food waste from landfills.

While the gamification of composting is new, research on the subject is promising. Gamification has been a powerful tool in the consumer technology apparatus for years. Various studies have analyzed the effectiveness of gamification as a self-motivating tool that has a positive impact on health and wellbeing and increases the meaningfulness of an action.

You can drink from a water bottle that awards you for reaching your daily intake, compete with your friends to see who took the most steps using AppleWatches or FitBits, and run miles to earn money for charity. When not enter some healthy competition with your neighbors using the Diversion Dashboard?

When creating the dashboard, Wood and Villa sought to create a fun way to motivate Houstonians to compost and connect with others over their environmental efforts. While cities like Seattle and San Francisco have established city-wide composting program, the co-founders are enthusiastic about expanding a coalition of eco-savvy Houstonians.

"Whether it's good or bad, we [Houston] don't always lead with government mandates, but we always lead with businesses working together with communities to try to do good," says Wood, "We can do it through innovation and that kind of matches the Houston spirit."

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New Rice Brain Institute partners with TMC to award inaugural grants

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The recently founded Rice Brain Institute has named the first four projects to receive research awards through the Rice and TMC Neuro Collaboration Seed Grant Program.

The new grant program brings together Rice faculty with clinicians and scientists at The University of Texas Medical Branch, Baylor College of Medicine, UTHealth Houston and The University of Texas MD Anderson Cancer Center. The program will support pilot projects that address neurological disease, mental health and brain injury.

The first round of awards was selected from a competitive pool of 40 proposals, and will support projects that reflect Rice Brain Institute’s research agenda.

“These awards are meant to help teams test bold ideas and build the collaborations needed to sustain long-term research programs in brain health,” Behnaam Aazhang, Rice Brain Institute director and co-director of the Rice Neuroengineering Initiative, said in a news release.

The seed funding has been awarded to the following principal investigators:

  • Kevin McHugh, associate professor of bioengineering and chemistry at Rice, and Peter Kan, professor and chair of neurosurgery at the UTMB. McHugh and Kan are developing an injectable material designed to seal off fragile, abnormal blood vessels that can cause life-threatening bleeding in the brain.
  • Jerzy Szablowski, assistant professor of bioengineering at Rice, and Jochen Meyer, assistant professor of neurology at Baylor. Szablowski and Meyer are leading a nonsurgical, ultrasound approach to deliver gene-based therapies to deep brain regions involved in seizures to control epilepsy without implanted electrodes or invasive procedures.
  • Juliane Sempionatto, assistant professor of electrical and computer engineering at Rice, and Aaron Gusdon, associate professor of neurosurgery at UTHealth Houston. Sempionatto and Gusdon are leading efforts to create a blood test that can identify patients at high risk for delayed brain injury following aneurysm-related hemorrhage, which could lead to earlier intervention and improved outcomes.
  • Christina Tringides, assistant professor of materials science and nanoengineering at Rice, and Sujit Prabhu, professor of neurosurgery at MD Anderson, who are working to reduce the risk of long-term speech and language impairment during brain tumor removal by combining advanced brain recordings, imaging and noninvasive stimulation.

The grants were facilitated by Rice’s Educational and Research Initiatives for Collaborative Health (ENRICH) Office. Rice says that the unique split-funding model of these grants could help structure future collaborations between the university and the TMC.

The Rice Brain Institute launched this fall and aims to use engineering, natural sciences and social sciences to research the brain and reduce the burden of neurodegenerative, neurodevelopmental and mental health disorders. Last month, the university's Shepherd School of Music also launched the Music, Mind and Body Lab, an interdisciplinary hub that brings artists and scientists together to study the "intersection of the arts, neuroscience and the medical humanities." Read more here.

Your data center is either closer than you think or much farther away

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A new study shows why some facilities cluster in cities for speed and access, while others move to rural regions in search of scale and lower costs. Based on research by Tommy Pan Fang (Rice Business) and Shane Greenstein (Harvard).

Key findings:

  • Third-party colocation centers are physical facilities in close proximity to firms that use them, while cloud providers operate large data centers from a distance and sell access to virtualized computing resources as on‑demand services over the internet.
  • Hospitals and financial firms often require urban third-party centers for low latency and regulatory compliance, while batch processing and many AI workloads can operate more efficiently from lower-cost cloud hubs.
  • For policymakers trying to attract data centers, access to reliable power, water and high-capacity internet matter more than tax incentives.

Recent outages and the surge in AI-driven computing have made data center siting decisions more consequential than ever, especially as energy and water constraints tighten. Communities invest public dollars on the promise of jobs and growth, while firms weigh long-term commitments to land, power and connectivity.

Against that backdrop, a critical question comes into focus: Where do data centers get built — and what actually drives those decisions?

A new study by Tommy Pan Fang (Rice Business) and Shane Greenstein (Harvard Business School) provides the first large-scale statistical analysis of data center location strategies across the United States. It offers policymakers and firms a clearer starting point for understanding how different types of data centers respond to economic and strategic incentives.

Forthcoming in the journal Strategy Science, the study examines two major types of infrastructure: third-party colocation centers that lease server space to multiple firms, and hyperscale cloud centers owned by providers like Amazon, Google and Microsoft.

Two Models, Two Location Strategies

The study draws on pre-pandemic data from 2018 and 2019, a period of relative geographic stability in supply and demand. This window gives researchers a clean baseline before remote work, AI demand and new infrastructure pressures began reshaping internet traffic patterns.

The findings show that data centers follow a bifurcated geography. Third-party centers cluster in dense urban markets, where buyers prioritize proximity to customers despite higher land and operating costs. Cloud providers, by contrast, concentrate massive sites in a small number of lower-density regions, where electricity, land and construction are cheaper and economies of scale are easier to achieve.

Third-party data centers, in other words, follow demand. They locate in urban markets where firms in finance, healthcare and IT value low latency, secure storage, and compliance with regulatory standards.

Using county-level data, the researchers modeled how population density, industry mix and operating costs predict where new centers enter. Every U.S. metro with more than 700,000 residents had at least one third-party provider, while many mid-sized cities had none.

ImageThis pattern challenges common assumptions. Third-party facilities are more distributed across urban America than prevailing narratives suggest.

Customer proximity matters because some sectors cannot absorb delay. In critical operations, even slight pauses can have real consequences. For hospital systems, lag can affect performance and risk exposure. And in high-frequency trading, milliseconds can determine whether value is captured or lost in a transaction.

“For industries where speed is everything, being too far from the physical infrastructure can meaningfully affect performance and risk,” Pan Fang says. “Proximity isn’t optional for sectors that can’t absorb delay.”

The Economics of Distance

For cloud providers, the picture looks very different. Their decisions follow a logic shaped primarily by cost and scale. Because cloud services can be delivered from afar, firms tend to build enormous sites in low-density regions where power is cheap and land is abundant.

These facilities can draw hundreds of megawatts of electricity and operate with far fewer employees than urban centers. “The cloud can serve almost anywhere,” Pan Fang says, “so location is a question of cost before geography.”

The study finds that cloud infrastructure clusters around network backbones and energy economics, not talent pools. Well-known hubs like Ashburn, Virginia — often called “Data Center Alley” — reflect this logic, having benefited from early network infrastructure that made them natural convergence points for digital traffic.

Local governments often try to lure data centers with tax incentives, betting they will create high-tech jobs. But the study suggests other factors matter more to cloud providers, including construction costs, network connectivity and access to reliable, affordable electricity.

When cloud centers need a local presence, distance can sometimes become a constraint. Providers often address this by working alongside third-party operators. “Third-party centers can complement cloud firms when they need a foothold closer to customers,” Pan Fang says.

That hybrid pattern — massive regional hubs complementing strategic colocation — may define the next phase of data center growth.

Looking ahead, shifts in remote work, climate resilience, energy prices and AI-driven computing may reshape where new facilities go. Some workloads may move closer to users, while others may consolidate into large rural hubs. Emerging data-sovereignty rules could also redirect investment beyond the United States.

“The cloud feels weightless,” Pan Fang says, “but it rests on real choices about land, power and proximity.”

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This article originally appeared on Rice Business Wisdom. Written by Scott Pett.

Pan Fang and Greenstein (2025). “Where the Cloud Rests: The Economic Geography of Data Centers,” forthcoming in Strategy Science.

Houston climbs to top 10 spot on North American tech hubs index

tech report

Houston already is the Energy Capital of the World, and now it’s gaining ground as a tech hub.

On Site Selection magazine’s 2026 North American Tech Hub Index, Houston jumped to No. 10 from No. 16 last year. The index relies on data from Site Selection as well as data from CBRE, CompTIA and TeleGeography to rank the continent’s tech hotspots. The index incorporates factors such as internet connectivity, tech talent and facility projects for tech companies.

In 2023, the Greater Houston Partnership noted the region had “begun to receive its due as a prominent emerging tech hub, joining the likes of San Francisco and Austin as a major player in the sector, and as a center of activity for the next generation of innovators and entrepreneurs.”

The Houston-area tech sector employs more than 230,000 people, according to the partnership, and generates an economic impact of $21.2 billion.

Elsewhere in Texas, two other metros fared well on the Site Selection index:

  • Dallas-Fort Worth nabbed the No. 1 spot, up from No. 2 last year.
  • Austin rose from No. 8 last year to No. 7 this year.

San Antonio slid from No. 18 in 2025 to No. 22 in 2026, however.

Two economic development officials in DFW chimed in about the region’s No. 1 ranking on the index:

  • “This ranking affirms what we’ve long seen on the ground — Dallas-Fort Worth is a top-tier technology and innovation center,” said Duane Dankesreiter, senior vice president of research and innovation at the Dallas Regional Chamber. “Our region’s scale, talent base, and diverse strengths … continue to set DFW apart as a national leader.”
  • “Being recognized as the top North American tech hub underscores the strength of the entire Dallas-Fort Worth region as a center of innovation and next-generation technology,” said Robert Allen, president and CEO of the Fort Worth Economic Development Partnership.

While not directly addressing Austin’s Site Selection ranking, Thom Singer, CEO of the Austin Technology Council, recently pondered whether Silicon Hills will grow “into the kind of community that other cities study for the right reasons.”

“Austin tech is not a club. It is not a scene. It is not a hashtag, a happy hour, or any one place or person,” Singer wrote on the council’s blog. “Austin tech is an economic engine and a global brand, built by thousands of people who decided to take a risk, build something, hire others, and be part of a community that is still young enough to reinvent itself.”

South of Austin, Port San Antonio is driving much of that region’s tech activity. Occupied by more than 80 employers, the 1,900-acre tech and innovation campus was home to 18,400 workers in 2024 and created a local economic impact of $7.9 billion, according to a study by Zenith Economics.

“Port San Antonio is a prime example of how innovation and infrastructure come together to strengthen [Texas’] economy, support thousands of good jobs, and keep Texas competitive on the global stage,” said Kelly Hancock, the acting state comptroller.

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