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Making an Impact – Urban Impact Recycling Inc.

By Helena Bryan
BC Business, December 1, 2007

It’s 11 a.m. as I climb the steep steps into the cab of one of Urban Impact’s distinctive green-trimmed, front-loading trucks. Driver Jay Goodburn, 25, has been on the job for six hours already. He tells me cheerfully that he leaves his home in Surrey at 4:15 a.m. every workday to be at Urban’s 1.2-hectare facility in Richmond before dawn, where he picks up his route sheet and does a quick safety inspection of his truck.

By 7 a.m., when I’m just rolling out of bed, he’s been at it for two hours, manoeuvring his big rig in and out of downtown Vancouver’s narrow lanes and back alleys to pick up mountains of waste paper and cardboard. His pre-dawn forays, he says, allow him to finish his route anywhere between 2 and 4 p.m. and avoid the crush of both rush hours.

I am relieved to see that Goodburn looks bright-eyed, alert and very much at home behind the wheel as we head out to do the Richmond route. It’s here in the cracked leather seat of Goodburn’s front-loader, the hiss of air brakes drowning out the tinny AM radio, that I begin to appreciate why Urban Impact, with its pothole-filled yard and its modest double-wide standing in as an office, is one of B.C.’s best companies to work for.

First off, Goodburn tells me the company’s employee package gets a big thumbs up: a monthly carbon credit for staff who ride a bike, take a bus or car pool to work more than three-quarters of the time; a health benefit for employees who don’t use their sick days; profit sharing; an RRSP program; flexible schedules; and, for the truck drivers, a carbon-friendly four-day work week.

Oh, and there’s also the above-market or on-par wages, which owner and operations manager Rod Nicolls will tell me later are a result of Urban’s automation. “We’ve taken what we save on labour and put it into the guys’ pockets. Then they can have fun in their lives, have the car, the Xbox, that vacation. In return, they’re loyal and they work hard.”

There’s something else too. Nicolls and co-owner and general manager Nicole Stefenelli treat their employees like family. (I’m told later by driver Fraser Johnson that when Nicolls found out that some of the guys were frequenting the Money Mart for loans, he put a stop to it by advancing them the money himself and then allowing them to pay it back by working an extra day.)

Like doting parents, Nicolls and Stefenelli have a knack for recognizing the unique strengths of all their underlings. Take Goodburn, for instance. He’s not without social graces, but he’s a man who prefers to work alone, more at home in his machine than in any social circle.

He navigates this hulking piece of metal around town, hoisting hefty recycling bins in seconds, all the
while pulling and pressing a bewildering array of switches and checking the view in both sets of side mirrors. Goodburn likens what he does to playing a video game, adding that there are “bigger consequences if you screw up.”

But there won’t be any screwing up. Stefenelli and Nicolls knew that when they hired Goodburn five years ago. Just as they knew that Sue Ragona, who came to Urban in 2003 after 18 years out of the workforce, would turn out to be a first-rate administrative assistant. And that formerly self-employed Theresa Ralph, who started in 2001 as one of only 12 employees, would be cracker­jack at managing accounts receivable. Ralph has since added software programmer to her job description.

“We’re all made to feel important,” Ragona says. “Everyone feels successful at what they do. Nicole and Rod are interested in how to make our jobs better. And they’ll make it happen.”

And why not? After all, what wouldn’t you do for family?

Crisis mitigated quickly at Urban Impact recycling fire thanks to assistance from employees, industry, community volunteers, and Richmond Fire Dept.


Richmond BC – Urban Impact’ wont let something like a major fire disrupt service to it’s customers. The recycling warehouse at 10071 River Dr. was badly burned Friday November 23, after a fire broke out in the early hours of the morning. Thanks to loyal and quick thinking staff, the Richmond Fire Department, and Urban Impact’s competitors and community volunteers, It’s business as usual for the Richmond based recycling, and shredding company.

Here’s the play-by-play involving some of the “heroes”.

  • Mark Popp – First Urban Impact employee to arrive. Sees fire, calls 911, and races into the warehouse. Popp single handedly saves 5 specialized vehicles worth 300 thousand dollars by driving them out of the burning building. Popp suffers only some minor singing to his clothes.
  • Randy Bates – The Urban Impact Mechanic works all Friday night and into Saturday morning pulling materials out of the burning warehouse so they could be soaked with water and extinguished.
  • 25 Urban Impact Staff – Rallies together to organize the removal of the Urban Impact fleet of trucks parked just in front of the burning warehouse. Fire hoses on the ground had barricaded the trucks in the yard. The staff builds make shift ramps to maneuver the fleet up and over the hoses, so that the hoses were not damaged. All Urban Impact trucks were saved. Incredibly, the 25 staff members then hop in the trucks and head to work servicing Urban Impact customers.
  • Richmond Fire Department – 25 Firefighters arrived at Urban Impact Fire on Friday November 23 just after 5 AM, and battle the fire for 36 continuous hours until it is under control and eventually extinguished. Well organized and professional, the Fire Department contains the warehouse fire ensuring minimal losses to the remaining Urban Impact compound.
  • Community volunteers – Upon learning of the fire, neighbors spring into action, and offer assistance to Urban Impact owners Nicole Stefenelli, Rod Nicolls, and the Urban Impact staff.
  • Industry Partners – Hearing news of the fire, several of Urban Impact’s industry partners have offered alternative service delivery programs to help Urban Impact ensure that it’s business as usual for Urban Impact’s customers.

For more information, or to set up an interview please contact,

Craig Thullner
Fresh Strategy


Marina Percy
Fresh Strategy
604.805.6864 (C)


8,000 planted; 12,000 trees to go.

Urban Impact Recycling Ltd. a commercial recycling and shredding firm, donated and planted 480 trees.

“A Richmond company showed it wants to make the environment in South Delta cleaner and greener by joining the municipality’s tree planting efforts.”

By Sandor Gyarmati
Delta Optimist – Community – Saturday, May 19, 2007

Urban Impact Recycling Ltd., a commercial recycling and shredding firm, donated and planted 480 trees last Saturday in a partnership arrangement with the Corporation of Delta.

The municipality was more than willing to provide a civic property, the Boundary Beach park reserve, at 66th Street and 1st Avenue in Boundary Bay, for the undertaking.

Project manager Philip von Stefenelli described his company’s donation as “carbon neutral tree planting project.”

Nancy McLean, Delta’s landscape co-ordinator and senior planner, said most tree plantings that take place on municipal boulevards, park reserves, street ends and other open spaces are the result of partnerships or donations by companies and other organizations such as B.C. Hydro.

“We don’t have the resources to plant them all on our own,” McLean said. “We don’t have our own nursery and we have a very limited staff in terms of urban forestry who need to deal with maintenance issues, because it’s much more than just the planting.”

She noted Delta also receives funding to plant more than 100 trees each spring and fall as a result of developments which pay for the endeavour.

As far as future plans, McLean said she worked with a representative of the U.S. Forest Service who used a satellite photo of Delta to show the tree canopy needs to be increased in Ladner and Tsawwassen.

An urban forester, meantime, is proposing to take a snapshot of Ladner to look at the different species of trees and undertake an evaluation through a National Research Council program. If approved, that study would evaluate the best types of trees to plant in order to have optimum pollution absorption.

Delta’s goal, set a couple of years ago, is to plant 20,100 trees by 2010; so far, 8,000 large trees or seedlings have been planted, McLean said.

“What we’re working on is other possibilities to plant lots more seedlings and to look at other sources of plant materials, like nurseries contributing and so on.

“What’s happened as a result of the publicity of our trying to plant and increase the tree canopy cover in the urban areas is a lot of groups, like youth groups in churches, have called saying they’re interested in helping us.”

McLean pointed out more than 100 trees will be planted at Winskill Park as part of the artificial turf field construction.

Mechanical baler wraps up Impact’s recycling business

“Nicole Stefenelli and husband, Rod Nicolls have installed a new baler at their Richmond-based business, Urban Impact, to serve a global market.”

By Maurice Bridge
Vancouver Sun – Businesss – Wednesday, October 8, 2003

Some of the best ideas can arise when you least expect them. Just ask Nicole Stefenelli. Standing on a narrow steel platform 25 feet above the concrete floor of a North Reichmond warehous, getting showered with bits of paper as a constant stream of the stuff drops off a conveyor belt into the maw of a massive mechanical baler, it’s not hard to appreciate Rod Nicolls’ enthusiasm for the new machine.

The massive Bollengraaf HBC 110 is a remarkable device. It can process 5,000 metric tons a month, turning unwanted paper and cardboard into neat, wire-wrapped cubes 60 inches long, 42 inches high and 42 inches wide. The cubes are designed to pack neatly into shipping containers, and depending on what they’re made from – cardboard, high-quality paper, lower-grade material – they could be headed anywhere from Burnaby or Oregon to South Korea or South America to be pulped, de-inked and re-used. One place they won’t be headed for is the local landfill, which is the point of the whole business.

“We decided to take a really big leap instead of just a small leap, so we’ve gone from a machine that was doing five tons an hour to one that can comfortable do 25 on cardboard and 45 on paper,” Nicolls explains. “I don’t know everyone else’s numbers, but it’s probably the highest-capacity baler west of Winnipeg. Now that we’ve got this machine, we want to draw some tons to it.”

Nicolls and his partner in Urban Impact Recycling, Nicole Stefenelli, who is also his wife, are so pleased with their new baler they’re planning an open house this month to show it off. But for now, warehouse workers are hustling to clear the backlog from five weeks of down-time while the baler was being installed, racing around in Bobcats, pushing massive piles of paper and cardboard from recycling initiatives all over the Greater Vancouver Regional District.

Urban Impact has been around since 1989, which makes it a recycling pioneer in these parts. Stefenelli started it as a thesis project for a geography degree at UBC, using four restaurants as clients. When she finished school and was looking for a job, one of the restaurant owners challenged her to turn it into a real business.

Since then, she and Nicolls, who previously worked in the sales end of the lumber industry, have acquired a lifetime of business education and experienct, building their company into an enterprise with revenues of just under $3 million a year. “Our specialty is small-to-medium-sized business, that’s our niche market,” says Stefenelli, sitting in a simple office in a double-wide construction trailer on a corner of the company’s River Drive lot. “That ranges from a two-person office to a 100-person warehouse.”

A fleet of nine trucks services 3,000 pickup points, and customers pay anything from $30 to $600 a month to have their unsorted paper, along with other recyclables like glass, plastic and metal, removed. “It’s become a regular course of business, as opposed to something that’s done just by a few select businesses,” she says, “It’s pretty pervasive.”

It wasn’t always that way. When she produced her first brochures, she paid a substantial premium to have them printed with environmentally friendly inks. When she ordered reprints a couple of years ago, she reminded the printer about the inks. “They laughed and said, ‘Alll our inks are environmental.” It’s wonderful to hear that this is more of a norm than a freak, that you’re [no longer] being extraordinarily environmentally aware when the world around you isn’t.”

But environmental awareness doesn’t absolve a recyling business from the hard laws of commerce. Having spent $600,000 for the Dutch-made baler, Stefenelli and Nicolls are now focussed on finding more material to take advantage of its huge capacity. “If you look at a curve of baling cost per ton, we were totally flat-lined,” says Nicolls. “Each additional ton cost us the same as the ton before. With this one, we’re on a real sharp drop, because you amortize your capital cost over more units and this has extremely low operating costs.”

About 75 per cent of what the company process is from its own clients, and it buys the remaining 25 per cent from other recyclers. Stefenelli wats to change that ratio, and she and Nicolls believe the key to that is fair and transparent dealing with clients. It was the lack of that, says Nicolls, that drove them into baling in the first place. “We backed into it because we were being hosed on pricing. If they had only been taking their 30 bucks a ton or 40 bucks a ton that they needed, and that’s what they took and were transparent and disclosing what they were doing to us, we would have just focussed on trucking and staying with that. We wouldn’t have 40,000 square feet of warehouse and two acres, we’d have to have just a little shop for our trucks and we’d outsource all that stuff.”

But they’re not looking back: Their new machine gives them a capacity several times greater than the amount they’re currently processing, and they’re eager to work it harder. Their business cards describe them not as CEO and COO, but as “Customer Satisfaction Specialist,” and they’re confident that attitude will carry them to the next level.

“The margins are thin,” says Stefenelli, “but they’re there, and they’ll grow with volume.”


The Accidental Recycler.

Local, independant firm grows to become leader in ‘green’ business.

By Philip Raphael, Staff Reporter
Richmond News – Business – Weekend, April 5-6, 2003

Some of the best ideas can arise when you least expect them. Just ask Nicole Stefenelli.

In the late 1980’s she was a University of B.C. geography student who was admittedly “lacking a bit of direction.” But after a year and a half visit to Europe, a ‘green’ lightbulb went off in her head. “I was extremely impressed by their recycling initiatives,” explained Stefenelli. “I very quickly identified that a recycling service was something that did not exist at home because it wasn’t until about 1991 that the blue box program got started.”

When she returned from her trip she explored the possibility of setting up a business that could provide a similar service. The result? Today, she and partner Rod Nicolls are co-owners of Richmond-based Urban Impact Recycling Ltd., one of few independent, privately-owned recycling operations.

Starting out in 1989 with a single employee, a 1,000 square-foot space in Vancouver, and one collection truck, the business has blossomed to include a two-and-a-half acre site in North Richmond where recyclable material is sorted.

25 full-time employees, a fleet of 10 collection trucks, around 1500 clients from Vancouver to Chilliwack, and a total processing volume of 700 metric tons of material last year.

All in all, not bad for a business that started almost by accident. “It wasn’t anything really brilliant that I did, it had more to do with really good timing, ” Stefenelli said. “I just kind of fell into it. But the marketplace was right because people were willing to do the right thing for the environment.”

Today, 14 years after opening up shop, and with recycling pretty much the habit for most urbanites, the business continues to grow. The firm’s most recent foray, made last month, involved gaining 300 or so small business customers who were previously being served by the Delta Recycling Society.

“In the first four to five years the business pretty much doubled each year,” Stefenelli explained. “Since then, we’ve grown about 25 per cent annually.”

Their single biggest client is the City of Vancouver, which contracts Urban Impact to service the city’s apartment building residents. Their five-year contract with the city expires next year. Other significant clients include Vancouver International Airport, VanCity Credit Union, Granville Island Public Market and the majority of hotels in the downtown area.

About 95 per cent of the material they cart away is paper and cardboard. And with new cardboard products now being permitted to us as much as 20 per cent of post-consumer content – material that has been recycled – the market continues to be bountiful for recycled paper fibre in overseas markets such as Chile, Peru, Korea, and Argentinal.

“Essentially, it’s anyplace that doesn’t have trees,” quipped Nicolls who is the firm’s manager of operations. Brokers help the firm find buyers for the paper and cardboard that is hand-sorted and then compressed into bales and readied for container shipment. While most large recycling firms belong to corporate interests, Stefenelli said there is little fear her and Nicolls would ever hand over their operation to an interested buyer any time soon.

“Some people have that exit strategy to build up a business and then have some big corporation come in and buy it. But we love what we do. It may not be a glamourous business, but we enjoy it.”