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Innovating waste: Inside Phoenix Recyclings bold transformation [Video]

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Brand Strategy

Phoenix Recycling Group has undergone a significant business transformation in the past five years, evolving from a metal recycling business into a leader in New Zealand’s circular economy. This shift, built on diversification and accessibility, is inspiring change in the recycling industry and how Kiwis view sustainability.

Executive Director at Phoenix Recycling, Hilary West-Reeve, has been a driving force behind this growth. In an interview with NZBusiness, she shares the creative strategies that spurred on the transformation, how she and her team elevated brand awareness and why strategy is critical in the boardroom.

A new chapter

Founded in 2008 by Eldon Reeve, Phoenix has now entered an exciting new phase under the leadership of CEO Phil Hand in September this year following a successful business transformation between 2021-2024.

With a strong manufacturing background, Phil is poised to lead the next growth stage, while Eldon and Hilary still remain actively involved as 50 percent shareholders …

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