As Recycling Grows, So Does the Need for New Strategies, Technology

Kim Kisner
May 14, 2024
Business

In 1995, after graduating from the College for Creative Studies with a degree in industrial and product design and an eye toward bettering the environment, Keith Zendler founded Environmental Services of North America Inc. in Detroit.

Nearly thirty years later, the company retooled and relaunched to focus on waste management and upgraded its technology to help it expand and improve its services and expand its network of partners domestically and globally.

We interviewed founder and owner Keith Zendler to learn more.

Q: Tell us about RecycleMax.

A: RecycleMax is a tech-based reboot of a company I founded in 1995. At that time, we had a plant in Detroit and a fleet of 14 trucks and we were focused mainly on paper and similar recyclables. We now provide the environmentally sound management of virtually all solid and liquid waste materials.

I have always been interested in sustainability from a community standpoint – in building stronger and more sustainable communities through technology. So, I sold the original recycling company in 2008 and started a civic tech company focused on designing an online community network for people and organizations to better work together. Through this company, I launched a multisided SaaS platform with the intent of improving stakeholder communication, collaboration, and engagement to help leaders solve political, health, social, environmental, and economic issues.

Eventually, I realized I could apply this technology to the recycling industry and provide businesses with robust and customized waste management programs that help them meet their sustainability goals and reduce their carbon footprint. So, RecycleMax was relaunched as a tech-based company in 2020.

We use the same technology we offer clients internally for our operations. The crux of the platform is its ability to facilitate a community network and real-time communication. We have used it to build a global network of recyclers and haulers that we can leverage for clients.

Q: How is the industry different now, than in the 1990s?

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A: There was a time when we had to push companies to recycle, and they would only do so if we could show that it either saved them money or at the very least did not incur additional expenses. That is no longer the driver. Companies are doing it now no matter what. That is a surprising shift. We work heavily in the auto industry, and I’ve been amazed at how progressive these companies are and how seriously the industry is taking environmental measures.

Adding to that, until recently, most of our recyclables were shipped overseas, and we relied on China to handle them. A lot of waste was ending up in the ocean. China shut that off and it certainly caused a disruption, but ultimately it made the industry stronger. There are more and more companies being established in the U.S. to handle these materials.

The industry has made a tremendous amount of progress, and it’s exciting.

Q: Who are some of your customers in Detroit and Southeast Michigan?

A: Union Tank Car Company, Detroit Manufacturing Systems, Fishbeck, and Piston Automotive to name a few.

Q: In your experience, what are the challenges companies face with recycling?

A: Education and incentivization. Employees often need to be trained in why and how to recycle and handle their waste materials. It’s also vitally important for individuals to understand the difference they are making. Providing that data offers motivation to continue the momentum toward success.

Q: What are the biggest challenges you see that businesses have with waste management?

A: Participation is probably the biggest challenge. Companies need all employees on board. Training and education are critical to a successful recycling program. There is still a lot of work to do in getting people to take recycling seriously.

Plastic is another big challenge for the industry. There are types of plastics that are not commonly recycled due to the unique resins involved. It can become difficult for companies to manage this.

Trucking and logistics are a challenge as well. Transportation costs can be the biggest component when it comes to recycling.

Q: What are the biggest opportunities?

A: I think there is a massive global opportunity in recycling. And by applying technology, the potential to streamline efficiencies is huge.

I never thought I’d be in recycling for over thirty years, but It’s a wonderful industry. It feels good to be able to help businesses meet their recycling and waste management goals and do their part to better the environment.

Be sure to subscribe to our newsletter for regular updates on sustainable business practices in and around Detroit.

Kim Kisner

With over 25 years of experience in the development and execution of strategic branding, content planning, and copywriting for brands such as Gatorade, Ford Motor Company, and Under Armour, and published by SEEN Magazine, The Jewish News, and countless health and lifestyle journals and blogs, Kim helps companies, brands, and people tell their stories.

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July 8, 2025 No Comments

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The Chip Bag Project

July 1, 2025 No Comments

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Then we add insulation, often repurposed from Blue Apron food packaging, and assemble the final product into a sleeping bag. It’s a full-circle upcycling system. Every component, from the outer layer to the cushioning, is reused. Q: What were some of the biggest technical or logistical challenges you’ve faced? A: The biggest challenge was inventing a process that didn’t exist. We had to figure out how to sanitize the materials, fuse them safely, and do it all in a way that aligned with our sustainability values. As we’ve grown, space has become a major issue. We’ve collected over 2.5 million pounds of material to date, but we still don’t have a dedicated physical facility, but we are working on that. We’re also focused on ensuring that all of our processes are sustainable. We are constantly asking ourselves, “How much energy are we using? Can we offset it? Are we scaling in a truly sustainable way?” Q: How do you source materials and volunteers? Has the community been supportive? A: Absolutely. I don’t even eat chips! So when I first started, I needed help collecting bags. I put the call out on social media, and the community responded immediately. From there, partnerships developed – with schools, festivals, companies, and individuals. The entire model is rooted in collective action. Volunteers also are critical. They help with everything from washing bags to assembling kits. The people who support this work have truly shaped its direction. Q: The project sits at the intersection of environmental sustainability and social justice. How do you see those two issues as connected? A: Environmental justice and social justice are two sides of the same coin. For example, pollution becomes a public health crisis. Contaminated water becomes a housing or equity issue. Climate change displaces people. In Detroit, we’ve seen it all — air and water quality problems, housing shortages, flooding from extreme rain. This city is at the epicenter of so many intersecting challenges. Detroit is also a place of innovation and resilience. That’s why it was so important to start the project here. It serves as both a proving ground and a case study for what’s possible when we combine environmental action with community-centered design. Q: What impact have you seen so far? A: The response has been incredible. We’ve distributed thousands of winter kits that include our thermal bags, gloves, socks, and hygiene supplies. Each year during our warming tent drives, we also listen. The unhoused community has helped shape our product — suggesting more insulation, more comfort. It’s a conversation. There’s also a behavioral shift happening. People are saving Mylar bags at home. Schools are integrating sustainability into their classrooms. Even corporations are reaching out to partner with us. This year we received a grant from EGLE to install chip bag collection kiosks in grocery stores across Southeast Michigan. Q: What do you wish more people understood about upcycling — and the connection between environmentalism and equity? A: That it’s accessible. Upcycling isn’t a high-concept lifestyle — it’s what so many families already do out of necessity. Growing up in different economic environments, I saw people reuse grocery bags, repurpose clothes, and pass things down. That’s upcycling. If we hold ourselves accountable for even small actions – reusing, repurposing, buying differently – we can reduce our waste footprint and shift larger systems. Equity and environmentalism go hand in hand when we center the everyday choices people make in their homes. Q: What’s next for The Chip Bag Project? Are you planning to scale or expand your reach? A: Yes. We recently received a grant to install those chip bag kiosks I mentioned. For a while, we had to stop collecting because we simply ran out of room. Now, we’re looking for a permanent facility to serve as both a workspace and a storage hub. We’re also launching a school-year program and working to get our curriculum certified for broader use across the country. Our five-year anniversary is coming up, and we’re planning to use that moment to raise funds and build even more momentum. This summer, we’re continuing our monthly neighborhood cleanups — teaching plastic education and giving back. We also do corporate team-building events, like the one with StockX on 313 Day, where employees helped assemble