As uber successful RecycleSmart celebrates its fourth anniversary, sustainability expert Justin Frank joins the advisory board to help the company continue to grow.
It’s known as the uber of waste, is easily recognisable with bright pink collection bags, and has built up a 40,000 plus community of Recycle Heroes.
RecycleSmart is a cheerful brand, but it’s making serious inroads into some of Australia’s difficult to recycle materials. Just four years since its inception, the on-demand recycling service has completed 125,000 Power Pickups, collected more than 500,000 kilograms of valuable resources, and diverted them from landfill.
The company’s rapid growth is driven by a team whose passion to make a difference is contagious, says Justin Frank. It’s one of the reasons why the former Chief Strategy, Sustainability and Communication’s Officer at Suez has joined RecycleSmart’s advisory board.
“I really wanted to stay within the circular economy,” Justin says. “After 20 years working in B2B industrial circular economies, I’m very passionate and very concerned about what the future holds for our next generation. In future, I want to be able to look my son in the eye and say, ‘I did my best’.”
Justin worked for global pallet and container company CHEP, a subsidiary of Brambles, for 14 years and says it’s one of the best examples of a regenerative circular economy at scale you’ll see, with one of the best sustainable development business strategy he’s come across.
He worked his way up the ranks from “licking envelopes” to logistics in the United Kingdom, relocating to Australia where he took on the role of strategy and marketing director, before moving to Suez.
Following the acquisition of Suez by Veolia in 2021 Justin took a sabbatical to spend time with family, travel and published a children’s book, Disgusting Justin, that he dedicated to his son.
He’s now consulting on various circular economy and sustainable development projects, including recently joining Edge Impact as Senior Associate, Circular Economy and Lifecycle Thinking, and the RecycleSmart advisory board in March.
He’s keen to use his experience to guide RecycleSmart as it continues to grow.
“I can give them insight into the overall supply chain and the challenges we have in Australia in terms of end solutions and a lack of investment,” Justin says.
“We have to be cautious about having material collections without an end market – we saw through the collapse of REDcycle how good ideas can end in decline without that offtake.”
Justin says Australia’s waste and recycling industry is in a state of transition. An environment ministers meeting in June 2023 fired a clear shot across the bow that industry needs to be on board when it comes to extended responsibility.
However, he says the collection infrastructure in Australia needs upgrading, waste levies should be harmonised across the country and reinvested into infrastructure and actions that drive increased recycling rates.
He sees RecycleSmart providing the solutions where infrastructure is lacking, by bridging the gap between the residents and recycling or reuse infrastructures.
“The waste industry needs to jump on board with new ways of recycling, rather than feeding the beast,” Justin says.
“We need to see more solutions that are reuse and repair rather than just treat or dispose. RecycleSmart is finding that offtake. If you look at the type of things it’s collecting and the volumes, it’s on the smaller end, the bits and bobs that are not as attractive for large industry to get involved in.
“It provides that innovative solution that can start to make an inroad into these materials. That’s its niche and where the traction will be made.”
Justin says while RecycleSmart has off-takers for its main collection sources now, it’s important to continue to look at new technology and ensure it maintains pace with innovation and legislation to ensure long-term success.
He believes the company can go national and make a positive dent in getting as much recyclable material out of the red-lid rubbish bin to be repaired, reused, or recycled in an environmentally and sustainable way.
“I’m excited to see RecycleSmart moving into the business-to-business space as well,” Justin says.
“Finding source segregated waste streams and turning them into a valuable commodity is where they need to focus.”
RecycleSmart has built its brand on offering solutions for items that can be tricky to recycle. Justin says the combination of a niche offering and branding that grabs your attention, is powerful. RecycleSmart also plays to its strength with digital innovation and customer service.
He says the automation around reminders, feedback and encouragement makes recycling fun for participants and they feel like they are making a genuine difference.
“Service with a smile and overall ease of getting on board is one of the reasons why RecycleSmart is really growing,” Justin says.
“Sometimes people think innovation must be so complicated. I’m sure in the background of RecycleSmart’s system it is more complicated, but to make it so simple for users, that’s what they’ve done really well.”
Giorgio Baracchi, RecycleSmart Chief Executive Officer and Co-Founder, says the company’s growth in just four years is something to be proud of.
Reflecting on the journey, he says what fills him with pride is the incredible team behind the company and the community of Recycle Heroes.
“Our team is a tightknit and passionate group, working together to make a difference,” he says. “We must also acknowledge the immense contribution of our dedicated local drivers, who are the backbone of our service. Their unwavering engagement and loyalty are invaluable.
“Equally inspiring is our community of 40,000 plus Recycle Heroes, actively engaged in our mission.
“A recent example of their support is our successful crowdfunding campaign, which closed a few weeks ago, raising more than $1 million with the backing of 900 plus investors.”
Giorgio says addressing a genuine problem is a major part of the company success.
“Recycling, as great as it sounds on paper, often proves to be confusing and lacking transparency,” he says.
“We recognised this and decided to provide a convenient and easy solution, empowering individuals to take action in one of the few areas where they have control over building a more sustainable future.”
Looking ahead, Giorgio says both short- and long-term prospects are exciting. Thanks to the success of the crowdfunding campaign, RecycleSmart has ambitious plans.
An expansion into Melbourne has already begun and the company is eager to expand its reach into new cities. Additionally, it aims to enhance its services by accepting a wider range of challenging-to-recycle items, positioning itself as the go-to solution for all recycling needs.
“We have our sights set on accelerating our program for businesses, workplaces, and retailers” Giorgio says. “We are committed to forging partnerships that accelerate Australia’s transition to a more circular economy.
“The future looks promising, and we’re ready to seize every opportunity that comes our way.”
For more information, visit: www.recyclesmart.com
