Paper Round rebrands to ‘move beyond paper’

London-based recycling and waste management company Paper Round has rebranded as ‘Recorra’, to reflect that the company has “long moved beyond the collection of paper”.

All brands will be retired and replaced by Recorra in November

The company said the name, derived from a combination of recycling, ecology and terra (the Earth), better reflects its offerings as a commercial full-service waste and recycling provider.

All brands will be retired and replaced by Recorra in November, , but the new name will be introduced in some communications and materials from 15th June.

This will allow existing assets to be used up in the normal course of trading before the formal change, “eliminating waste from the transition.”

Bill Swan, managing director of Paper Round, said: “After a number of significant client wins we are in a period of exceptional growth, at a rate unprecedented in the company’s 30 history. This new positioning will simplify our branding, allowing us to innovate faster and reflects where we are going as a company. We are proud of our independence, we are one team, with one new name, driving real recycling.”

Facilities

To further emphasise the change the company is also introducing the strapline ‘real recycling, which it says “covers improving environmental outcomes through delivering higher quality recycling.”

Founded by Friends of the Earth in 1988 and now an independent company, Paper Round are based in Greater London and West Sussex and describe itself as “London’s largest specialist recyclers.”

It operates materials recycling facility (MRF) in Purfleet, Essex and a facility in Brighton.

The Essex facility sorts waste for recycling from businesses across London and the South East, including commingled recycling, food, coffee grounds and hazardous waste.

The company has made frequent upgrades to the facility, last year trialling a robotic plastic sorting system (see letsrecycle.com story), and a compostables sorting line (see Ietsrecycle.com story).

In November, it also acquired Hastings-based waste firm Reef Environmental Solutions (see letsrecycle.com story).

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