VPB Collective - Matthew Apple
Matt Apple — Leading a Litter-Free Revolution in Rochester
As the founder and CEO of Walking For Rochester, Matt Apple has transformed a small neighborhood cleanup initiative into one of the city’s most visible civic movements. Since launching the nonprofit in 2020, he’s united thousands of volunteers, businesses, and city partners around a shared goal: making Rochester the first litter-free city in the United States.
Why It Matters
Challenge: Litter and neglect in urban areas often signal deeper issues of disconnection between residents, institutions, and shared responsibility.
Approach: Matt combines technology, data, and collaboration to tackle environmental challenges at scale. Walking For Rochester leverages a mobile app and GIS dashboard to track impact, visualize data, and inform citywide strategy.
Impact: The organization has removed thousands of pounds of litter, built long-standing partnerships with the City of Rochester, RIT, and Genesee River Watch, and created a replicable model for civic action and environmental innovation.
Fast Facts
Focus Areas: Environmental Innovation • Community Engagement • Data-Driven Impact
Affiliations: Walking For Rochester • City of Rochester • RIT • Genesee River Watch
Credentials: Founder & CEO, Walking For Rochester
Location: Rochester, New York
Editor’s Note: Part of the VPB Collective — Builders, Backers & Believers creating scalable impact at the intersection of Capital, Capacity, and Community.
