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They created an eco-friendly plastic bag carrier that can easily be attached to a handbag, backpack, shopping bag or belt loop, and named it the Ridley after one of the world's smallest, most endangered species of sea turtle. They then developed other applications for this basic idea and founded 4U2ReUSE in September 2007 with the goal of manufacturing the bags to help others to remember to reuse their plastic bags and reduce their environmental impact.
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