Rob Kuepfer is the sort of guy who doesn’t much care for luxuries and corporate excess. So perhaps it’s not a surprise that when he was working on the floor of a Cambridge, Ont., vinyl manufacturer in the early 2000s, he was struck by the sheer quantity of waste foam that the company shipped off to the landfill due to minor defects. And he had an idea: why not use that material for other things?

In effect, the birth of Vinyl Trends Inc.—a 22-employee Kitchener-based  company that ranked 414th on the 2014 PROFIT 500—was all about finding the riches buried deep inside a dumpster. It’s a story that has driven the growth of many entrepreneurial green businesses.

Just a few years after he started making barbeque mats and other vinyl products from factory scraps, in 2001, Kuepfer was shipping truckloads of custom-cut vinyl pads geared to the laminated floor industry to U.S. distributors.

By 2009, with the U.S. homebuilding industry tanking, Kuepfer was in the process of setting up the first of his two U.S. factories. These days, he’s watching his revenues double annually, and is pondering whether to commit all his export resources to the U.S. or develop markets outside North America.

Read: Fast Growth Means Taking a Big Risk

When Kuepfer initially reckoned he could find new uses for all the waste vinyl at Canadian General Tower, where he was working as an inspector, the company’s waste-management manager was only too happy to give him the material for free. After all, the company—which made pool liners, laminate foam for dashboards and roof membranes—had to pay shipping and tipping fees to dump all that stuff at the landfill.

“I would ask if I could take a roll, then a pallet, then two pallets,” he recalls. Kuepfer initially sold the barbeque mats to local hardware stores. One day, his contactor called and said they had a truck full of rolls they needed to unload. Kuepfer had a look and reckoned it had $40,000 foam on board. “I obviously couldn’t bring that in my home,” he chuckles. Instead, Kuepfer asked some contractor friends if they wanted to buy under-padding from him when installing floor laminates.

It turned out to be the right question. A growing number of contractors and renovators were turning to laminate flooring instead of hardwood, which was not only more expensive but also susceptible to warping due to moisture. Indeed, as Kuepfer notes, many hardwood flooring suppliers know they’ll face so many defective product claims from consumers that they often add a 5% premium to their unit pricing to cover the cost of providing replacement flooring.

Realizing he’d hit a geyser of demand, Kuepfer began to buy new vinyl from the handful of other major Canadian manufacturers and cut it to meet the needs of flooring contractors.

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