The milkman model is simple. Bottles are filled, dropped off, emptied and picked up over and over again. That system got a Canadian entrepreneur thinking. In this day and age of mountains of plastic waste — why not re-use containers? His system, called Loop, was launched in 2019 at Davos Switzerland — to great fanfare. Environmentalists welcomed it and big corporations signed on to be part of the re-use movement. This documentary explores what happened to that grand plan and why North American consumers and companies aren’t ready for a 21st century milkman model.