The Wisconsin-based recycling company formerly known as West Allis Salvage has officially changed its name to Allied Resource Recovery Inc. (ARR). According to Phil Rehberg, company owner, the name change is part of a rebranding strategy to highlight the company's focus on recycling.
He says the company’s former name was a source of confusion, giving the impression the company handled junk automobiles. “It drove our sales staff crazy,” Rehberg says.
Changing the name, which it has had for the last 75 years, highlights the fact that the company has expanded significantly from its roots, when it operated one junkyard in West Allis, Wis. ARR now operates three facilities in Wisconsin: West Allis Salvage, West Allis; Waukesha Recycling Co., Waukesha; and A to Z Recycling, Neenah.
“We also operate National Salvage in a joint venture (with Alter Trading) and the document destruction company Piranha Paper Shredding LLC as a stand-alone company,” Rehberg notes. Additionally, ARR handles the recycling programs for West Allis and West Milwaukee, Wis.
“Today we recycle over 200 million pounds of metal, paper, plastic and other material each year,” he says. “We also supply materials to markets all over the world.”
While all of the company’s facilities handle ferrous and nonferrous metals, Rehberg estimates that paper recycling accounts for half of the company’s business. While ARR handles a fair amount of old corrugated containers, he adds that the company has effectively grown its business with the printing industry throughout the region.