Georgia-Pacific Recycling’s hubbIT Recognized for Excellence in Innovation

Georgia-Pacific Recycling, a leading trader of recyclable paper, plastic, and metal, has been recognized as a finalist for the 2025 Marketing Awards for Excellence in Innovation by Georgia State University’s J. Mack Robinson College of Business for its online platform, hubbIT.

Launched in June 2023, hubbIT gives smaller volume recycled materials producers fast and easy access to upfront pricing on more than 50 grades of recyclable paper, plastic, and metal as well as streamlined access to everything Georgia-Pacific Recycling offers its larger volume suppliers. This includes an extensive buying network, logistics and transportation management, convenient scheduling, timely and reliable payments, one-on-one support, and the assurance that Georgia-Pacific Recycling will always manage contracted customers’ recyclable waste, even if the value falls below $0, and the company won’t send it to the landfill.

“All of us at Georgia-Pacific Recycling are honored to be recognized for our efforts to open the recycling marketplace to the tens or even hundreds of thousands of businesses that are currently left out or face significant barriers to participating,” said Blake Gordon, general manager of digital trading with Georgia-Pacific Recycling, referring to businesses that aren’t currently being paid as they could be for their recycled waste.

Gordon continued, “hubbIT has the potential to generate new profit centers for businesses, improve U.S. recycling rates, and divert more recyclable waste from landfills. Being honored by MAX Innovation will go a long way in helping us reach this new customer base and in achieving our goal of driving environmental responsibility for future generations through increased landfill diversion.”

In its first 18 months, hubbIT suppliers collectively received more than $1 million from Georgia-Pacific Recycling and prevented more than 14 million pounds of valuable recyclable paper, plastic, and metal from being sent to the landfill.

Georgia-Pacific Recycling was honored at the 2025 Future of Marketing Conference, which took place in late February in Atlanta. The event is produced in collaboration with the Georgia State University Department of Marketing and its Marketing RoundTable at the Robinson College of Business. The Marketing RoundTable is one of the longest-running Marketing RoundTables in the country, comprising more than 50 senior marketing professionals representing many of Georgia’s premier companies.

As a forest products company, we rely on forests for the wood and wood fiber used to make the building and paper products our customers and society value. It’s why we’re committed to maintaining healthy forests and using resources more efficiently. A significant part of our commitment involves actively promoting the use and recovery of recycled fiber as a valuable raw material.

For over 50 years, our GP Recycling team has been a leader in the recycling industry, diverting millions of tons of recycled fiber away from landfills each year. As the exclusive supplier for recycled fiber to our mills, GP Recycling is instrumental in extending the life of wood fibers and enabling more sustainable manufacturing practices.  

Check out our Statement on Forest Stewardship to learn more about our approach to forest stewardship and responsible resource use.

Source: Georgia-Pacific, LLC