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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Reimagining the Pallet Supply Chain

June 10, 2025 No Comments

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As an adult, I became more focused on sustainability and how I could be part of the solution, so I decided to do something about it. That’s how 3R Pallets was born. Our goal is to disrupt the archaic wooden shipping pallet industry with the world’s most sustainable pallets. Not only are our pallets sustainable, but we help save our customers money. Traditional pallets damage and destroy product, cause production downtimes and need constant repair and endless reordering. With our drop in solution, we’re disrupting this space. We just graduated from TechStars and are the first company from Lansing to ever be accepted. It’s one of the most competitive and respected accelerators in the country. We’re also currently raising a $1.2 million pre-seed round to help onboard new customers, build inventory, and grow our team. Q: What do most people misunderstand about the scale and impact of pallet production? A: People just don’t think about them. Pallets are invisible to most consumers. They’re not something you interact with every day, so it’s hard to grasp the scale unless you’ve worked in logistics or manufacturing. Compare that to straws, bags, or plastic bottles—people have firsthand experience with those, so there’s a clear sense of impact. But over 90% of the goods we use were shipped on a pallet at some point. It’s a massive part of the supply chain that’s often overlooked. Q: With pallet use expected to increase in the next decade due to e-commerce growth, what are the biggest sustainability challenges facing the industry today? A: The first big challenge is access to materials. We’re already seeing lumber shortages in many places, and if demand doubles, costs will rise, and pressure on forests will increase. We can’t pretend there’s an endless supply of trees to meet that need. Plastic pallets are often seen as an alternative, but not all plastics can be used in pallet manufacturing. And recycling plastic isn’t a forever solution—it degrades over time. Our approach uses recycled plastic and reclaimed bamboo fibers which actually strengthens the material and increases how many times it can be reused or recycled. Q: Most wooden pallets are only used a few times before being discarded. Why has reuse or recycling been such a persistent challenge? A: The main issue is durability. Wooden pallets simply aren’t built to last. They break down after a few uses, especially when hit by forklifts or exposed to the elements. And if they’ve been fumigated, they often can’t be recycled at all. Our composite pallets can be used 50 to 60 times. They won’t degrade like wooden pallets and can be repaired or recycled when necessary. That’s a huge improvement in terms of both cost and environmental impact. Q: What is the typical lifecycle of a pallet from production to landfill, and where are the biggest environmental pain points? A: For wood, a tree is grown, cut down, milled, and nailed into a pallet. It’s sent to a distributor, then to a customer, used a few times, and if it’s damaged or treated, it goes to a landfill. Best case scenario is they enter a secondary market after being repaired and get a couple more uses. Plastic pallets are usually injection molded, often using virgin plastic. They might last for 30 to 40 cycles, then either get recycled or landfilled depending on their condition. Our pallets are different. They’re made with non-edible plant fibers with recycled plastic and molded into a durable product. They can go through 50 to 60 uses, and in many cases can be repaired or recycled again. That means fewer pallets are needed overall—and far fewer are discarded. Q: How does Michigan contribute to or feel the impacts of pallet consumption? A: We use a lot of pallets here—there’s no doubt about that. But Michigan also gives us a big opportunity because the automotive industry is one of the most forward-thinking when it comes to closed loopy supply chains. We’re already seeing traction in that space. Our value proposition is simple: help customers ship more goods with fewer pallets. That’s good for business and good for the planet. Q: How does the end-of-life of a pallet impact the total carbon footprint of a shipping operation? A: It’s huge. Most traditional wood or plastic pallets end up in landfills and producing new ones requires more energy and raw materials. That adds up. If you extend the life of a pallet and reduce the number of replacements needed, you lower emissions, reduce waste, and conserve resources. Our composite pallets are designed to be durable and recyclable, which makes the whole system more sustainable from start to finish. Q: What has innovation been like in the pallet industry? A: There truly hasn’t been a lot of innovation. Most of it is on the software side but the heart of shipping is still the pallet. 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