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INDUSTRYNEWS NOW FOR THE HARD BIT!


The battle for hearts and minds to gain acceptance for recycled PVC-U has not been an easy one, though it is a long way towards being won in the social and commercial arena, due largely to a number of milestone achievements by VEKA.


All well and good but, on reflection, that might have been the easy bit. Professional specifiers and procurers work on hard facts and have the training and experience to interpret those facts. If you have a good case and present it clearly, there is a good chance at least some of them will weight it up objectively and give it a try.


But what about that fickle and sentimental mass that is the general public?


How do you present the same objective logic to individuals whose choices are swayed by preconceptions, prejudices, misinformation and mixed media messages?


VEKA and its customers are of course very strong in the commercial sector but domestic retrofit still forms the bulk of the whole industry’s business so the challenge to convert the homeowner is a far more valuable one.


The response from Network VEKA has been to express the whole recycling issue in a clear and friendly way in a new DVD that is long enough to cover the basics of the process but short enough to hold the attention.


In the production, snooker legend and Network VEKA brand ambassador


Steve Davis begins by taking out one old PVC-U frame from a customer’s house, then follows it on its journey through the entire process from recycling, extrusion and fabrication, finally closing the circle as he installs the new frame as the first ever recycled PVC-U window ever to be chosen for a private house in the UK.


Filmed at VEKA Recycling’s plants in Kent and Behringen, Germany, VEKA plc in Burnley and Glazerite North West in Bolton, as well as the two customers’ homes, it shows how old frames are reprocessed at VEKA’s unique Umwelttechnik factory to a level of purity that enables the polymer to be put


straight back into new windows. Viewers also see how the Infinity system is co-extruded to give a core of recycled PVC-U locked in a thin coat of virgin polymer for added colour stability, then fabricated in just the same way as any other profile. The result is a system that uses less than a quarter of the natural resources compared with a conventional frame and takes only a third of the carbon footprint to manufacture.


Network VEKA’s new DVD works alongside the existing, more corporate production from VEKA Recycling, produced in Germany with English language version. Its friendly, no-nonsense manner is aimed directly at homeowners who want to explore the environmental options available to them but may not necessarily be dedicated greens or even know much about the subject, as Network VEKA Marketing Manager Dave Hartley explained: “It is very important that it should speak to the ordinary householder as well as the enthusiast. The Infinity profile is identical to the conventional product in every way, including price, so the choice should be a simple either/or decision that can be made by everyone, whether they have serious environmental convictions or just a general will to do the right thing.


“Many local authorities and other housing bodies are already leading the way


by choosing the green route; now with the backing of VEKA, Network VEKA is seizing the initiative and taking the same message to the homeowner.”


The entire recording can also be viewed on the internet via the Network VEKA website, www.networkveka.co.uk or with the QR code, opposite, for smartphone users.


Clearview NMS « September/October 2011 « www.clearview-uk.com » 69


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