Part of the fabric.

Being a pioneer in an emerging industry; when it pays off, can be rewarding in almost every aspect. Successful entrepreneurs are not only rewarded financially, they can also gain personal satisfaction knowing they cultivated a dream or notion into a business with the potential to last for generations.

Even in the best scenarios, though, before prosperity and acclaim comes the hard work of establishing a profitable business model, attracting and satisfying customers, and then adjusting to the slings and arrows of competition.

Founders of recycling companies can most likely identify with each of these steps. And the reality is, quite a few never make it to the level of unbridled success and community acclaim that makes for a storybook ending.

Recyclers of concrete, wood, mixed debris and other materials flowing from construction and demolition sites face numerous obstacles. Among these are permits (and remaining in good standing once such permits are obtained), regulations that can affect either end markets or material flow control, and operating costs that can escalate at rapid speed.

But while C&D recyclers can perhaps plan and manage to address some of these issues, another reality poses a constant challenge: changing the habits of potential customers.

If enacting a change in habits occurs across an are, then the concrete crushing sector of the C&D recycling industry could be farthest along on that are. Contractors have had several years (and several cost-benefit analyses) to shift their habits away from tipping concrete debris into landfills and instead bring it to a crusher or even get into the crushing business themselves.

For mixed C&D debris, the point on the are is farther back. Even in some markets where tipping at a recycling facility costs less than going to the landfill, the habit of many to simply call a solid waste company or head to the landfill with one's own truck is not yet broken.

Mixed C&D recycling companies that are operating successfully have spent considerable energy to convince contractors and haulers that it is OK to change their habits.

And for Sean Anestis at Rooftop Recycling (See "A Rooftop View," starting on page 38), growing the customer base in his home state of Massachusetts is very much a matter of changing the long-time habit of disposing of tear-off shingles.

In North America, many entrepreneurs are still in the early stages of setting up plants that can convert tear-off asphalt roofing shingles into a usable aggregate or hot-mix product.

Sean has confidence in his product, as does a paving products maker that he supplies. Rooftop Recycling is also able to provide a cost-effective option for roofers and do-it-yourselfers. The task that remains is to become part of that fabric, cultivating new habits among potential customers who can eventually consider recycling as second nature.