Our Team

William Horner, President
Founder William Horner grew up on a family farm in Iowa. After receiving a Bachelor’s degree from North Park University in Chicago, he taught junior high school while earning a Master’s degree in Education from Indiana University. In 1966 he founded Experience Education, a non-profit educational corporation which has operated continuously since that time.  In the 1980s, he established educational and agricultural businesses in Africa and the Caribbean. In 2003 he started Naturally Iowa, an organic dairy processing plant where the first PLA-plastic bottles for dairy products were pioneered.   After taking Naturally Iowa public, he joined with Tulsa-based businessmen in 2010 and the company name was changed to Totally Green, Inc.  To better target the growing market for plant-based bottles, Totally Green Bottles and Caps, LLC, was created in 2012.  As the President of Totally Green Bottles And Caps, Bill continues to carry forward his vision of expanding the use of plant-based bottles in “closed loop” environments and growing the company in the United States and beyond.

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Bruce Kucera, Vice President, Equipment Design & Engineering Support
Raised in various locations throughout Nebraska, Bruce Kucera earned a Bachelor of Arts degree in Marketing and Communications from Rockhurst College in Kansas City, Missouri.  Following a decade-long professional basketball career along with other marketing activities, Bruce became passionate about the bottled water profession.  In 1995 he joined Norland International, Inc., a bottled water equipment and supply firm located in Lincoln, Nebraska, and continues to serve as company Vice President for Sales.  Bruce has served as an advisor on the Technical Review Committee for the Water Conditioning & Purification International Magazine. As a Board of Director for Naturally Iowa, Inc., he was instrumental in that company launching the first Ingeo bottles for the dairy industry. He has written numerous articles for industry journals and co-authored “The Success Guide to the Bottled Water Industry.”

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Lawrence Cohen, Vice President, External Affairs & Government Relations
A native of Pottstown, Pennsylvania, Lawrence Cohen obtained a BA degree from Dickinson College in Carlisle, Pennsylvania, and a MA in International Relations from the University of Chicago.  For 27 years Larry was a Foreign Service Officer with the United States Department of State.  He served overseas in Mexico, Honduras, India, Hungary, Nigeria, Brazil, and Afghanistan, as well as assignments in Washington, DC.  His substantive experience included economics, commercial affairs, development finance, energy, environmental, science & technology affairs, and trade.  Following retirement in 2007 from the State Department, Larry created Lawrence Cohen Associates, Inc., a small business consultancy and training enterprise, and assists companies expand opportunities overseas.


Brendan Magone, Sales Outreach
Originally from Northwest Montana, Brendan Magone joined Bill Horner in Totally Green Bottles & Caps in 2012. He completed a Master of Fine Arts from the University of Wyoming. Prior to this degree he taught English for five years in Japan and South Korea. Brendan is also the founder and lead writer of Las Vegas Top Picks. Brendan is passionate about sustainability and conservation.  He continues to be an important contributor to the goals and mission of TGBC.