Revinylize entered the Louisville, KY market with an innovative idea for a greener, stronger community鈥攊dentify a home clad with vinyl siding that had reached its end of useful life and was ready for residing. This project would demonstrate how the Revinylize Recycling Collaborative鈥檚 national recycling program makes it easy to recycle vinyl building products and raises awareness among businesses and consumers, highlighting specific metrics and data to further educate the industry. Revinylize reclaims post-consumer materials from landfills, recycles these materials into beautiful, new products and recreates more sustainable communities with homes clad with the highest-performance vinyl siding.
The Revinylize Recycling Collaborative launched in December 2023 with programs initially established in Cleveland, parts of Northeast Ohio and Toronto. It has since expanded to Nashville, Philadelphia, Pittsburgh and Louisville. To promote the Louisville launch, Revinylize organizers tapped into their nonprofit contacts in the community to find a worthy home for the first recycling project. The charitable support notwithstanding, the project鈥檚 purpose was to create awareness for the recycling initiative and educate key stakeholders in the trades, municipalities, green and consumer sectors on how the process of post-consumer vinyl siding recycling works and its numerous benefits, including recyclability, durability and affordability.
Revinylize: A Powerful Story of Sustainability and Growth
Revinylize was founded by the with generous support from the VinylInstitute鈥檚 VIABILITY鈩� Recycling Grant Program and continues to recruit and connect more dedicated recyclers, distributors, collection sites and other advocates. Key partners include the nation鈥檚 leading rigid vinyl recyclers (JP Industrial, Viking Recyclers, Lastique, and Return Polymers), the PVC Pipe Association and PPFA (Plastic Pipe and Fittings Association).
The program鈥檚 mission is to make recycling vinyl material as easy as possible. The goal is to recycle 5 million pounds of post-consumer rigid vinyl by the end of 2025. Revinylize was preceded by a pilot program, the Northeast Ohio Vinyl SidingRecycling Coalition, which recycled 500,000 pounds of vinyl siding from 2021-2023. To qualify, participating recyclers must be certified by a quality third-party agency, . 鈥淲e are proud to audit Revinylize Recycling Collaborative鈥檚 partners in supporting the recycling of vinyl siding and other rigid vinyl building materials. This initiative promotes a circular economy and creates new opportunities for sustainability and economic growth. Verified by GreenCircle Certified, Revinylize is leading the way in ensuring vinyl product are recycled responsibly and efficiently,鈥� commented Cara Vought, Certification Officer for GreenCircle Certified.
The initial goal for Revinylize was for national and continental coverage, or at least in regions where the vinyl siding market has already reached critical mass (the Northeast, the Midwest and Canada). Revinylize continues to expand, with its latest launch in Louisville and Nashville. Revinylize is also close to getting a commitment from the New England region in 2025.
The Challenge
Recent PEPA data identified a potential 300 million pounds of post-consumer vinyl siding ready for recycling each year. To date, there has yet to be a system in place in key markets across North America where vinyl siding is present to prevent this material from entering landfills.
In the proverbial sustainability scorecard, this is a double whammy when you consider that the most recyclable exterior is being dumped into the landfills as waste material. It鈥檚 also a wasted opportunity when you consider that vinyl siding is America鈥檚 most popular exterior.
A Solution 鈥� and an Opportunity
To effectively manage its growth and achieve a more immediate impact with each new market launch, Revinylize invested in a residing project in Louisville by funding a local contractor that works primarily with vinyl siding and whose site manager is a VSI-certified installer (a PEPA training and certification program offering). Revinylize organizers are grateful that PEPA member company Westlake Royal Building Products and Mueller Distributors donated the vinyl siding and other necessary polymeric exterior products. Territory Manager for Westlake Royal Building Products, said, 鈥淲e鈥檙e excited to participate in the Revinylize initiative in Louisville. We want to be a part of the business moving forward and are excited to be working with Mueller and American 国产麻豆 Exteriors. I鈥檝e been in the homebuilding industry for 24 years and have never seen a recycling program of this scale. Revinylize helps existing relationships like Westake and Mueller work together to identify more opportunities to expand the greener footprint.鈥�
Mike Byrka, Branch Manager for Mueller Distributors, agrees, 鈥淰inyl siding is constantly evolving, resulting in the introduction of new products to the market. As vinyl鈥檚 market share grows, so does the amount of post-consumer waste, with contractors traditionally sending these materials to landfills. By providing a Revinylize recycling bin at our branch or job site, contractors can save both time and money by avoiding landfill disposal. Revinylize not only open new opportunities for us, but also helps contractors reduce costs while contributing to a more environmentally friendly and sustainable industry.鈥�
Before installing the new siding and exterior products, the existing (post-consumer) vinyl siding materials were removed by the contractors鈥� team and placed in a collection bin specially designed by the recycler, Lastique, which was then collected by Mueller Distributors and delivered. Lastique is a Revinylize- and GreenCircle-verified recycler that grinds these materials into pellets, powders, and other forms that manufacturers like Westlake Dimex use to make new rigid vinyl products. Thanks to the opportunity, stakeholders at the most local levels are empowered to reclaim sustainable vinyl siding materials from the landfills, recycle these post-consumer materials into new quality products and repeat this 鈥済reen鈥� process for generations to come.
Revinylize in Action: The Results
A Local Mission Experiences More 鈥淩ebirth鈥�
The New Leaf Clinic owns different homes in Louisville that allow patients in recovery to transition into more independent living with continuing support. The residing of one of the non-profit organization鈥檚 homes with new vinyl siding while recycling the existing aligns with its mission of 鈥渞ebirth.鈥� Revinylize, Westlake Royal, and Mueller Distributors funded the project to demonstrate the intention of becoming true community partners, emphasizing that the recycling program can serve as a motivating resource for every home in the metropolitan area that wants to reclaim, recycle and repeat. Said Bethany Kaester, Director of Housing at New Leaf, 鈥淲e are a mental health and substance abuse treatment program, and providing secure housing during our clients鈥� recovery is a critical component of our mission. We are so excited for this house to be blessed with new siding from Revinylize.鈥�
A Local Vinyl Siding Contractor Had the Opportunity to Complete an Eco-Friendly Project with a Viable Recycling Component
American 国产麻豆 Exteriors, LLC, which uses vinyl siding on 98% of its projects has the chance to recycle post-consumer vinyl siding on a remodeling project for the first time in its 20+ year history. Using this approach could save an estimated $400-$1,000 on renting a dumpster (or trailer) and significant labor and transportation costs to remove the materials and deliver them to a collection site. The contractor now has the confidence in diverting post-consumer vinyl siding from the landfill. American 国产麻豆 Exteriors now has a unique selling point as a Revinylize partner that will help them recruit the growing number of Millennial and Gen Z home- owners. 鈥淲e use vinyl siding on 98% of our projects. The opportunity to show the homeowner that all the used vinyl siding being removed will be recycled and used to make other products and no go into the landfills is priceless. We are making a greener future,鈥� said Victor Rocha, Owner of American 国产麻豆 Exteriors, LLC.
The New Leaf house project resulted in 2,000 to 3,000 lbs. of post-consumer vinyl siding being sent to the recycler. Acontractor the size of American 国产麻豆 Exteriors is expected to perform 15 to 20 projects annually. This contractor alone can help recycle an estimated 30,000 to 60,000 lbs. of post-consumer vinyl siding annually.
A Regional Distributor Expands its Recycling Footprint
Mueller Distributors, a family-owned leader in roofing, windows and siding distribution for over 149 years, operates 10 locations across Ohio and Kentucky. The company is a prominent distributor for Westlake Royal Building Products, which is dedicated to incorporating more recycling into its sustainability efforts. Rather than using a traditional dumpster that typically ends up in a landfill, Lastique provided a recycling collection bin to the New Leaf house for collecting tear-off materials. The key difference between this bin and standard containers is that Revinylize recycling bins open from the ends, allowing materials to be poured directly into processing machinery at recycling facilities. If this pilot project inLouisville proves successful, it could inspire Mueller and other distributors to partner with certified recyclers, opening new business opportunities within this expanding collaborative effort.
A Recycler Has a New Promotional Tool for More Projects in the Louisville Market
Lastique has built its business by recycling rigid vinyl, like siding and pipe, into pellets, powders and other forms and distributing them to its manufacturer customers (like Westlake Dimex), who make vinyl siding and other PVC-based products (including electrical conduit, rails, fencing and more). Brian Eisenmeyer, General Manager of Lastique, explains, 鈥淣umber one, we can put it back out on the market as another PVC item rather than have it go into the landfill. And, number two, we can make a better community here in Louisville and ensure it doesn鈥檛 go to waste. We鈥檙e giving it another chance at life.鈥�
Local Government Agency Expresses Interest in Revinylize Partnership
Two representatives from the City of Louisville鈥檚 Waste Management District came to the New Leaf Clinic home site to learn more about Revinylize and how the program works. They noted they were impressed with the initiative and would like to explore opportunities for mutual growth through partnership.
New Products with Recycled Materials Reduce Overall Carbon Footprint
Recycling vinyl siding decreases the overall carbon footprint of the process as it reduces the energy use involved in manufacturing. The process of raw material extraction and processing is much more intensive than the process of collecting and grinding down recyclable material.
Recycling vinyl siding and reintroducing it into the manufacturing process is known as 鈥渃losed-loop recycling鈥� because the material can be continuously reused, thus reducing the amount of energy used, which in turn reduces the carbon footprint. It has been estimated that for every 10% recycled material used in new vinyl siding, the overall carbon footprint is reduced by 5%.
Lower Carbon Footprint Thanks to Product Quality and Performance
In addition to the closed loop recycling that Revinylize enables, vinyl siding products have a long performance life estimated to last on the home for at least 50 years. Vinyl siding does not require painting or finishing, which reduces its use-phase impact as it relates to lifecycle Inventory.
Promising Continued Community Engagement
The New Leaf opportunity was referred to Revinylize by another local mission, Hand in Hand, whose offices are located across the street from the New Leaf home. Hand in Hand helps meet the housing, education and healthcare needs of the economically vulnerable. They have an extensive network of homeowners, property management groups, and business and government professionals, including their 18-member Board of Directors comprised of business and community leaders who could help promote the Revinylize mission. Said Maura Cautilli, Executive Director of Hand in Hand, 鈥淲e鈥檙e all working together to bring hope to people in our community and Revinylize and their many partners are a perfect fit. It鈥檚 just super exciting.鈥�
Looking Ahead
The Revinylize Louisville project has allowed Revinylize, PEPA and all partners involved in this effort to open new doors for innovation and has led to tangible outcomes in post-consumer recycling. 鈥淲e are so excited to be in Louisville because we have been able to partner with several groups locally who understand the importance of recycling and can help us create more recyclable products and a more sustainable environment. PEPA research has identified an estimated 300 million pounds of post-consumer vinyl siding that could be recycled each year. The success we have here in Louisville could be an invaluable model for future markets to help us someday reach this volume,鈥� said Matt Dobson, Vice President of PEPA.
Jay W. Thomas, Vice President of Sustainability for The Vinyl Institute and the Executive Director for the Vinyl Sustainability Council, expressed, 鈥淭hank you to all for such a great collaboration on this project. And thank you for the team on the ground in Louisville for taking the time to make this project a reality.
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Bringing Sustainability and Innovation to Life
- Use video, case study and local/regional partners to promote Revinylize Louisville to key stakeholders, including contractors, distributors, recyclers, homeowners, community leaders
- Continue a public relations campaign that leverages video and case study, as well as local partners, to create greater awareness of Revinylize Louisville and its multitude of benefits for the community
- Consider segmented campaigns using email marketing (if possible) that targets contractors, distributors, recyclers, government officials, homeowners, realtors, green businesses, NGOs (non-government organizations) and advocates, with specific messaging for each
- Continue Revinylize social media campaigns (driven by PEPA) with support from Revinylize sponsors, PEPA鈥檚 manufacturing members, the Vinyl Institute and Vinyl Sustainability Council, with a focus on the Louisville launch targeting the stakeholders
- Continue Revinylize social media campaigns with an added layer that draws more national attention and a focus on new market opportunities in New England, Washington, D.C., the Carolinas, the Southeast and the Southwest
- While Revinylize is proud to support Louisville with the New Leaf home residing project, program organizersemphasize that Revinylize is also accessible to middle-income and affluent neighborhoods and communities thatare either building new homes or remodeling existing homes