Recycler registers Web domains, 800 number

By Joe Truini

A California recycler wants to revolutionize the recycling industry, making it as consumer-friendly and memorable as some of the most well-known brands.

"We want to to be the 1-800-FLOWERS of our industry," said John Shegerian, chairman and CEO of Electronic Recyclers International®, a Fresno, Calif.-based electronic scrap recycler.

Shegerian has bought a 99-year lease on the telephone number 1-800-Recycling. He also has bought the rights to www.1-800-recycling.com and www.1-800-recycling.org. The web sites and the telephone number will direct users to responsible recyclers, running the gamut from electronics to scrap tires and even household hazardous waste.

The service will be launched nationally Nov. 15. The telephone lines will be manned by a live operator 24 hours a day to connect people and recyclers across the nation.

"Yes, it's very ambitious, but there's so much to be done that I think we can make a great dent in the market," Shegerian said. "It feels like I'm onto something."

Before getting into the electronic scrap industry, Shegerian founded FinancialAid.com, a web site that served as an information clearinghouse for college students and parents considering student loans. The key is the brand recognition, which is why he bought the rights to the 1-800-Recycling name.

"For me, making that process, the consumer experience, somewhat easier is part of what I think the trick is," Shegerian said. "We're going to try, over the next 12 to 18 months to do what I did at FinancialAid.com – build out a network of opportunities for the public to call and get service, a live person 24 hours a day, and also go online anytime they want."

Any recycler could become part of the network by paying a fee. Shegerian estimates he will spend in the neighborhood of $2 million to develop the phone system and web site. He has no interest in operating his own tire recycling facility, so getting tire processors and other recyclers on board will be key to the success of the project.

"In every vertical, that's what we're going to try to build out, opportunity for people to access the better brands to take their products – whether it's tires, glass, cars, metals, plastics – off their hands," Shegerian said. "That's sort of the vision. I'm not saying it's going to work perfect."

Electronic Recyclers plans to expand beyond its Fresno and Gardner, Mass., locations, adding eight to 10 facilities that can process at least 8 to 10 million pounds of electronics per month.

Shegerian said he even invites his electronic scrap competitors, especially those not operating in his area, to join 1-800-Recycling as affiliates.

"Not a problem. I don't see that as a problem at all," he said.