Waste2Substrate is a start-up of Ecuadorian researchers focused on providing ready-to-use coco coir substrate that is readily available in the country. Ecuador is currently entering the blueberry market and therefore has a need for a locally produced growing medium that caters to this horticultural sector. Waste2Substrate is focused on producing a coconut substrate made from waste generated in Ecuadorian provinces, which currently pollute water bodies. This is how "Terracoco" emerged, a growing medium ready to be used without extra treatments or resources. Aimed at high quality sustainable crops of blueberries, rose seedlings, among others.