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Noel Ehrenreich demonstrates how polystyrene is fed into the machine.

Local Recycler's Passion Pays Off


Businessman Noel Ehrenreich's lifelong endeavour to create em­ ployment and help save the earth plays out daily at New Earth Recy­ cling in Parow.

New Earth Recycling was one of only 46 small businesses to partici­ pate in the development pro­ gramme, the Foundation Tholoana Enterprise Development Pro­ gramme, and  was  chosen  out  of 2 000 applications received coun­trywide.


His business, which provides in­ dustrial and residential recycling solutions, was also recently recog­ nised as a major industry role play­ er by the Polystyrene Packaging Council (PSPC).


Recycled polystyrene is used in a range of applications, including making new-age cement bricks and blocks. Used fruit and veggie trays are turned into tiny beads which are mixed into an aggregate with cement and other additives.


He says the client receives a noti­ fication detailing the collection, as well as a discount voucher redeem­ able at any of the participating fur­ niture  store's branches. "They can also nominate a chari­ ty to which New Earth Recycling will contribute, based on the weight of the collected material," he says.

Currently he is in the process of procuring additional machinery and resources to improve his recy­ cling footprint and is quick to ac­ knowledge the support he has re­ ceived as his business hit a growth curve.

"It feels great to know that orga­ nisations like Fetola (the imple­ menting partners of the Tholoana programme) and the SAB Founda­ tion care about my business and its success. It is a daunting challenge to be responsible for the well-being of so many, but I aim to make this business flourish," Ehrenreich says.


This multi-functional material is insulating, hence reducing costs of heating and cooling,  and is also sound and  fireproof The bricks and blocks are also lightweight and water-resistant and this alterna­ tive building technology is an envi­ ronmentally friendly option for ar­ chitects and builders who are com­mitted to treading lightly upon the earth.


"In New  Earth Recycling we have a reliable logistics partner  in the Western Cape, capable of trans­ porting and processing polysty­ rene to our various buyers. We have placed a hammer mill at New

Earth Recycling to improve the volume and efficiency of the recy­ cling process,"  she says.

Ehrenreich's business also in­ volves a collaboration with Tafel­ berg Furnishers in a unique pro­ gramme that rewards homeowners for recycling their unwanted household appliances. New Earth Recycling receives broken and unwanted fridges, dishwashers,  computers,  tumble dryers  and  microwaves  that  no longer serve their purpose.

These items are repaired and re­ furbished at the factory and are then resold in a project that creates employment for previously unem­ ployed folk in the northern  sub­urbs. "Once a client makes contact, we arrange collection of their goods. An SMS confirmation of the date, time and address is sent to them.

"He made significant personal and financial sacrifices to get the company up and running, and apart from employing 18 people, his recognition by PSPC as a major role player in the polystyrene recy­ cling industry is a tremendous achievement," Ressel says.


Recycle tags


We provide a waste collection service to companies, municipal sites and private households in the Cape Metropolitan, Winelands, Overberg and West Coast areas for recyclables and convert them into materials used by moulding, manufacturing and construction companies.