The supplier of materials to the sign and graphics sector has spent the past 12 months identifying and overhauling its brand.

Managing director John Wright explained that Rojo had devised a way to separate inks from the PVC of billboard skins, allowing them to be recycled, for instance as new billboards or as plant tags.

"No one recycles their billboard skins. It has been considered impossible to separate the coating from the fabric without contamination, but we have found a guy who can do it," he told ProPrint.

The initiative has caught the eye of Sustainability Victoria, while Rojo has also held discussions with major outdoor companies Adshel and APN.

The environmental initiative is part of a comprehensive relaunch of Rojo Pacific, which is also looking to establish its reputation as community-minded business by donating 1% of profits to good causes.

"We will continue to do this kind of work, which is better for the business and the environment," said Wright.

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