Ifedolapo Runsewe, the founder and managing director of Freee Recycle Limited, is spearheading a groundbreaking initiative towards sustainability in Nigeria. While Nigeria is renowned for its crude oil exports, Runsewe is on a quest for a different kind of “black gold” – one derived from recycled waste tyres.
Based in Ibadan, southwestern Nigeria, Runsewe established Freee Recycle, a waste management company dedicated to transforming discarded vehicle tyres into reusable, safer products. Her vision extends beyond mere recycling; it encompasses the creation of a cyclical economy that prioritizes sustainability and environmental stewardship.
Motivated by concerns over escalating waste generation and its detrimental effects on ecosystems, Runsewe embarked on her sustainability journey after a decade in sales and operations management for banks and telecommunications companies. The catalyst for her entrepreneurial venture came during a drive past a landfill, where she was confronted by the alarming sight of burning tyres emitting toxic fumes.
The magnitude of Nigeria’s waste crisis is staggering, with projections estimating over 100 million tonnes of waste annually by 2050. Old tyres pose a significant challenge, releasing hazardous materials into the environment as they decompose or burn. Determined to address this pressing issue, Runsewe embarked on years of research, design, and capital-raising efforts before officially launching Freee Recycle in 2020.
Despite encountering numerous challenges, including technological constraints and import dependencies, Freee Recycle has emerged as a trailblazer in the recycling industry. The company, supported by over US$5 million in investment, boasts a workforce of 160 employees and a state-of-the-art facility in Ibadan capable of processing 150 car tyres per hour.
At the heart of Freee Recycle’s operations lies a commitment to fostering a sustainable ecosystem within the tyre waste management industry. Through strategic partnerships and initiatives like the Extended Customer Responsibility (ECR) program, the company incentivizes responsible tyre disposal while creating economic opportunities for stakeholders along the value chain.
From rubber tiles to eco-friendly flip-flops adorned with cultural designs, Freee Recycle offers a diverse range of products crafted from recycled tyres. Despite facing stiff competition and logistical hurdles, the company’s offerings resonate with consumers seeking ethically produced, durable alternatives.
Runsewe envisions a future where economic prosperity and environmental sustainability coexist harmoniously. By championing a circular economy model and promoting social responsibility, she hopes to inspire change not only in Nigeria but across the African continent and beyond.
As Freee Recycle continues to innovate and expand its footprint, Runsewe remains committed to her mission of driving positive impact and empowering communities through sustainable practices. Her pioneering efforts serve as a beacon of hope for a greener, more eco-friendly future in Nigeria and beyond.
