Dirty, brown, used grease sends many walking the other way, but a new Milwaukee company wants it - and it's willing to pay.

Cream City Grecycling, a division of Fushion Renewables, was launched in July and it's seeking out restaurants for their used cooking grease.

The plan: Turn the waste grease into biodiesel.

The company hopes to collect 30,000 gallons a month by the end of the year and 50,000 gallons a month by the end of next year.

"I think sustainability and this local flavor is something that Milwaukee really gets," said Robert Stensberg, a quality control manager for Fusion Renewables.

Cream City Grecycling, located at the Port of Milwaukee, pays its collectors around $2 per gallon, and the recycling and refining process costs around $1.30. Right now the finished product sells for about $3.50 a gallon.

The company pays anywhere from 50 cents to $1.50 for a gallon of grease depending on the purity, and they offer free collection containers and pick up.

After the company converts the cooking oil into biodiesel, also called yellow grease, it earns about 70 cents after a $1 federal tax credit.

"We have a feeling this is going to be really successful here. We can capture a lot of market share, and we're doing a good thing for the city," said Jake Turetsky, a company consultant. "We're paying restaurants for it and turning it into a renewable fuel that's used right here in Milwaukee."

Read the full story at JSOnline.com.