GPR’s hubbIT platform recognized in Georgia State University’s Marketing Awards for Excellence in Innovation

Atlanta-based Georgia-Pacific Recycling’s (GPR’s) online platform, hubbIT, has been named a finalist in Georgia State University’s J. Mack Robinson College of Business’ 2025 Marketing Awards for Excellence in Innovation.

Launched in June 2023, GPR says hubbIT gives smaller volume recycled materials producers upfront pricing on more than 50 grades of recyclable paper, plastic and metal as well as access to GPR’s suite of offerings.

“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,” says Blake Gordon, general manager of digital trading at Georgia-Pacific Recycling. “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.”

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In its first 18 months, hubbIT suppliers collectively received more than $1 million from GPR and prevented more than 14 million pounds of recyclable paper, plastic and metal from being landfilled, the company reports.

GPR was honored in February at the 2025 Future of Marketing Conference 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.