Georgia-Pacific’s hubbIT Platform Revolutionizes Recycling in Atlanta

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User-friendly interface of the hubbIT recycling platform

News Summary

Georgia-Pacific Recycling’s hubbIT platform has been recognized as a finalist in the 2025 Marketing Awards for its innovative approach to recycling. Launched in June 2023, hubbIT provides small producers with easy access to pricing and resources for recyclable materials. The platform not only increases economic opportunities by facilitating connections between suppliers and buyers but also emphasizes sustainability by ensuring no recyclable waste ends up in landfills. With its growing impact, hubbIT is set to transform recycling processes for small businesses.

Atlanta Celebrates Innovation in Recycling with Georgia-Pacific’s hubbIT Platform

In a bustling corner of Atlanta, excitement is brewing as Georgia-Pacific Recycling’s innovative online platform, hubbIT, has been named a finalist in the 2025 Marketing Awards for Excellence in Innovation, hosted by the J. Mack Robinson College of Business at Georgia State University. This recognition comes just months after the platform’s launch in June 2023, and it’s already making waves in the recycling community.

What is hubbIT?

The hubbIT platform is tailored for smaller volume producers of recycled materials, providing speedy and straightforward access to pricing information on more than 50 grades of recyclable paper, plastic, and metal. This is a game changer for businesses that might not have had direct access to the recycling marketplace before. The platform also allows these smaller businesses to tap into a host of services previously available only to larger suppliers.

Services That Make Recycling Easy

When it comes to recycling, Georgia-Pacific Recycling doesn’t just stop at providing prices. The hubbIT platform streamlines access to a wide array of services. These include an extensive buying network that connects suppliers with potential buyers, logistics and transportation management to handle the often daunting task of moving materials, convenient scheduling to fit into busy business operations, timely payments to ensure cash flow, and personalized support that adds a human touch to the digital experience. This is about making recycling easy, accessible, and beneficial for all parties involved.

A Commitment to Sustainability

What sets hubbIT apart is Georgia-Pacific Recycling’s promise to manage contracted customers’ recyclable waste responsibly. Even if the market value of these materials dips below zero, they will not end up in landfills. This commitment is a crucial part of the strategy to divert waste from landfills and to enhance U.S. recycling rates, turning a potential loss into a sustainable solution.

Economic Impact of hubbIT

In just the first 18 months since its inception, hubbIT has already made a significant impact by putting over $1 million in the pockets of its suppliers. This money isn’t just a statistic; it represents new opportunities for small businesses in the recycling sector. Additionally, its efforts have helped prevent more than 14 million pounds of recyclable materials from being discarded into landfills. Talk about making a difference!

Recognition at the Future of Marketing Conference

Georgia-Pacific Recycling received accolades for the hubbIT platform at the 2025 Future of Marketing Conference held in Atlanta in late February. This impressive event was a collaboration with the Georgia State University Department of Marketing and features the highly regarded Marketing RoundTable, which consists of over 50 senior marketing professionals from leading companies across Georgia. Georgia-Pacific Recycling’s presence at such a significant gathering speaks volumes about its innovative spirit and commitment to excellence.

A Legacy in Recycling

With over 50 years of experience in the recycling marketplace, Georgia-Pacific Recycling has established itself as one of the largest buyers and sellers of recyclable paper, plastic, and metal globally. Each year, the company diverts more than five million tons of recycled waste away from landfills, showcasing its ongoing dedication to environmental sustainability.

As the conversation around recycling evolves, platforms like hubbIT are helping to usher in a new era of accessibility and innovation. With the spotlight now shining brightly on this platform, the future of recycling looks promising, both for businesses and the environment. Georgia-Pacific Recycling stands at the forefront, leading the charge toward a more sustainable and efficiently managed recycling industry.