It is the marketing and branding of the products that has been the biggest challenge
(Sports Turf Research Institute) and others have all completed comprehensive reports on the properties of and uses for rubber chips. Reports concluded that the use of rubber crumb within soils prevents compaction and aids drainage and aeration, creating excellent growing conditions for turf. Importantly researchers have also found that compounds detected within recycled rubber are of only trace level, less than the regulatory limits for drinking water standards and, therefore, did not pose a threat to health or the environment. As such Dunweedin was able to obtain BS EN 1177:1998 play grade certification for chips recycled from tyres and dispel any unfounded beliefs associated with the installation of rubber crumb. Initial research and development had posed problems concerning the cost of producing coloured landscape and play chips. This was mainly due to the price of the colourant used to coat the chips. A brain wave from a contact within the industry encouraged them to explore another avenue, could they incorporate recycled colourants into the process? Redundant colourants sourced from some of the largest manufacturers in the UK had two key benefits. It meant the cost of producing the rubber chips was viable and the end product consisted of 100% recycled materials. Dunweedin took the step of patenting the process of colouring rubber chips with recycled colourants. Despite this saving, the process of acquiring and producing the rubber chips is complex and still surprisingly costly. Critical to production is the logistics. With tyre shredding machines costing up to £1,500,000 there are few available with the capability of producing the size and grade needed for Dunweedin. Due to the specific sized chips required, some of the rubber has to be processed through unique machines and transported from locations the other side of Britain. There are several major tyre
recycling plants in the UK. The mountains of stacked tyres at any of these gives an indication to the quantity of tyres disposed of and offers an insight to why finding and adopting practical uses is helping the recycling effort. Where as reinforcing rubber crumb goes through four separate processes, Dunweedin coloured chips are subject to seven. Colour coating the rubber chips is a delicate process. They are scented, sprayed and then dried, and the chips are then packaged and stacked ready for distribution. Bob Jones, Marketing Manager gives praise to the operatives who oversee what can be an intense and demanding production process. While the production process is not as straightforward as some may imagine, it has been the marketing and branding of the products that has been the biggest challenge. One major problem the team have found is negative public perception to using recycled products. The answer to this is to improve product awareness via a colourful and lively marketing campaign. “During 2006 we have revamped the product packaging, website and PR to give our products a clean, active and fresh image”. This is certainly conveyed through promotional material, bags, new design of the website and of course involvement of a certain celebrity. Kim recently described the range as “some amazing products that will become a ‘must have’ for everyone who likes gardening or caring for their lawn”.
“Not only are the products attractive and practical - but they are also the number one choice for anyone who wants to care for the environment,” she added.
Kim has been a champion of
recycling for a number of years and has been at the forefront of several earlier campaigns. This, and her well-known enthusiasm and success as a gardening
authority, means that she is uniquely positioned to raise awareness for Dunweedin as they work to develop the different and diverse markets for their products.
The onus on organisations, especially councils and schools, is to endorse social responsibility so using recycled products is fundamental. What Dunweedin can be congratulated on is effectively communicating the environmental and practical benefits of using their products.
Their rubber chips can be bought as a safe, long term, cost effective alternative to wood chips, mulch and play bark. Clients including many Premiership and League Football Clubs, numerous Golf Courses and equestrian surfaces of all disciplines have used rubber crumb. Leading agronomist Dr Tim Lodge highlights the benefit of such installation. “Recycled rubber incorporated into rootzone materials or applied as a top dressing is one of the most exciting developments of recent years in the industry. Not only does this conform to the general need to be environmentally sustainable, but the physical properties it can impart have the potential to solve many of the big turf management issues.” The profile of Dunweedin has
increased immensely through 2006. The presence of their products in garden centres and online is now evident. The goals of the team are to generate large-scale awareness and use of rubber as a viable play, landscape and turf reinforcement material. They have successfully installed the coloured chips into playgrounds and incorporated crumb into prestigious sports surfaces. The challenge is making the volunteer groundsman, average gardener and local landscaping company consider these products and acknowledge the environmental benefits of using them.
400,000 waste tyres disposed of in the UK every year
Tyred out - just a few of stage in the shredding process Through the Mill - The first
vehicle tyres, leaving the product fit for equestrian, sport and landscaping use
99.9% of the wire is removed from
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