Sorting out recyclables

In the LBM and home improvement supply chain, aluminum, steel, glass, plastics, paper and wood are the predominant materials potentially recycled or recyclable. Aluminum, glass, and steel can be used indefinitely to manufacture the same kinds of products, and can therefore be truly recycled. For example, products like Maze Nails typically contain a high percentage of recycled steel, as do most steel products made in the USA.

SAYS "cREEN" like recy- so many people assume. Since the pioneering programs in the 1970s, recycling has become one of the greenest virtues we Americans can claim. However, all is not what it seems. Like most issues in the realm of sustainable business and green building, there are various shades of gray, not to mention green.

In today's green building and green consumer markets, "recycled" and "recyclable" have become the low-hanging fruit for marketers eager to pin green credentials on their products. But these attributes alone don't necessarily signify sustainable or green in any meaningful sense. Context is everything. What kind of material? What percentage is recycled, and is it post-consumer or postindustrial waste? How relevant is "recyclable" if in fact the material is not recycled? In addition, LEED guidelines vary by application and product type, so a building material with some recycled content may or may not earn LEED credits depending on how and where it's used. It behooves the merchandiser to dig a little deeper to determine whether these terms indicate real value or are simply "greenwash."

Generally, plastics, and paper can be used to manufacture things of lesser material integrity in a limited number of cycles, and are therefore downcycled. A great example here is Green Fiber cellulose insulation, which is made from more than 507o post-consumer recycled paper.

Whether a material is recycled, down-cycled, or even up-cycled, it's a good thing, since manufacturing from recycled feedstock is often less energy intensive than manufacturing from virgin feedstock. So, buying and stocking products with recycled content is a good thing, too, creating a market for such products and keeping the demand cycle going, so to speak.

But when evaluating products, all "recycled" and "recyclable" claims are not created equal. Post-consumer recycled content trumps post-industrial every time. Claims that don't make this distinction should be assumed, if true, to be post-industrial. Is this still good? Yes. Is it the mark of truly sustainable product? Not always. Post-industrial recycled content is usually scraps and cuttings that may or may not be easily put through the production process again. In some cases, such as "re-grind" in the world of plastics, it's easily reprocessed and is normal operating procedure. Generally speaking, it's also harder to earn LEED credits with post-industrial recycled content.

The term "recyclable" is next down the list. In fact, it's very often misused by overeager marketers and can be deceptive. If the material is recyclable in theory, but not in practice, then the claim is probably not worth the virgin paper it's printed on. In fact, deceptive claims of this sort violate the Federal Trade Commission's Guides for the Use of Environmental Claims. Where there is no recycling infrastructure, per se, a manufacturer may have a "take back" program, which accomplishes the same thing.

In sorting out product claims concerning recycled content and recyclability, manufacturer transparency and third-party certifications can help separate the green from the greenwash. It can also help to determine whether the product will meet your customer's LEED project requirements.

JaY TomPt Managing Partner William Verde & Associates (415) 321-0848 info@williamverde.com

The NAWLA Traders Market is the premier tradeshow devoted to the sale and distribution of lumber and related products, both softwoods and hardwoods.

The Traders Market Advantage: Exceptional Va lue a nd Affordability Unlimited Networking Opportunities

. Excellent Access to the Entire Supply Chain

New this year: New Product Showcase

Enhanced global programming

Keynote Speaker Jim"The Rookie"Morris

SalesTraining by David Kahle

Complete information and registration available at www.nawlatradersma rket.com

800-527 -8258 i nfo@nawla.org