Changing the narrative around recycling

Changing the narrative around recycling

Innovation goes by a lot of names – fresh thinking, change and disruption. Somebody, somewhere thought: “There has to be a better way.” PreZero found a way to turn damaged and expired organic foods from supermarkets into animal feed – a more efficient form of diversion than the two more common methods of food waste recycling, compost and anaerobic digestion.

Max Bracey shares a new way to approach recycling that supports the circular economy.

“PreZero has been operational in the US since 2018. We have rapidly adapted and grown in the market since then. The two pillars of our business are organics and plastics recycling. We are working to vertically integrate to develop closed loop solutions that support the circular economy.”

Q: Tell us more about organics recycling and why PreZero is different.

A: “Our goal is to secure a customer base of food distributors, manufacturers and grocery retail chains in Southern California, Arizona and Nevada. We collect packaged and unpackaged organic material, separating packaging so we can still recover food that may be damaged or expired. Once we have the organic material, we divert it as animal feed which is actually a more efficient form of diversion than the two more common methods of food waste recycling, compost and anerobic digestion.”

Q: How does your messaging play into this?

“Traditionally, many companies would rather not acknowledge or talk about the food waste they generate. But we change the narrative by showcasing all the positive aspects of our recycling system. Food waste going to landfills results in increased methane emissions. Methane is a greenhouse gas much more powerful than carbon dioxide. Consumers expect transparency when it comes to sustainability.”

Q: Are the strict California regulations hurting or helping?

“Assisting our marketing efforts are regulations encouraging food waste diversion. AB 3036 allows for diversion of most food material outside of agreements with franchise haulers. Also, AB 1826 requires businesses generating more the 4 cubic yards of waste per week find a solution to divert their food waste from landfills. We do our best to educate our customers on these pieces of legislation and feel more support for these initiatives helps both our business and the planet.”

Q: What is the key to marketing sustainable solutions?

“It all stems back to education. We like to position ourselves in a way that allows for collaboration with businesses so we are all taking responsibility and finding the best way forward. We must think of the entire product lifecycle and not just up until the point when the product is sold to end consumers. Companies that think this way succeed and sustain for the long term.”

About PreZero

With more than 4,800 employees at over 140 locations in Europe and North America, PreZero is an international company in waste and recycling management. The company provides waste disposal, sorting, processing and recycling services, combining all the expertise along the value chain under one roof. PreZero therefore positions itself as an innovation driver in the industry with the goal of creating a world in which resources are no longer wasted thanks to closed loops. Zero waste,

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