US GreenFiber
Greenfiber is a Charlotte, NC-based manufacturer of cellulose building insulation sold to builders, contractors, architects, and homeowners across the US and Canada through field sales, distributors, retail, and a certified installer network.
- Company typePrivate
- Founded2000
- HeadquartersCharlotte, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What US GreenFiber does
Greenfiber is a Charlotte, North Carolina-based manufacturer of cellulose building insulation, self-described as North America's largest cellulose insulation producer. The company converts post-consumer recycled paper (up to 85% recycled content) into treated, fire-retardant cellulose fibers that can be blow-in, spray-applied, or dense-packed across walls, attics, floors, ceilings, and party walls. The core product line spans SANCTUARY (multi-attribute cellulose insulation), SANCTUARY DEFENSE (cellulose plus TopBuild-licensed BORABARRIER EPA-registered pesticide against 25 household pest species), FRM Insulation (used in the proprietary U370 Two-Hour Firewall assembly rated by Underwriters Laboratory), Agritherm (agricultural structures), and Applegate (stabilized cellulose for professional installation).
The business is a one-time hardware sales model: products are sold in 25-30 lb bags through a multi-tier channel spanning territory-based field sales representatives (covering every US state and Ontario, Canada), large building-material distributors (IDI, Cameron Ashley, 84 Lumber, Carter Lumber, ABC Supply), national retail (Lowe's), and a certified Trusted Installer network of professional contractors. Pricing is not publicly disclosed and is governed by distributor and retail channels, with installation machines offered free subject to minimum insulation purchase. SANCTUARY DEFENSE is the exception to retail distribution, sold exclusively through Territory Sales Representatives.
Greenfiber's customer base is horizontally segmented across builders, contractors, architects/designers, and homeowners (the last primarily for DIY attic applications), with vertical use-case segments in multi-family/townhome construction (driven by the U370 firewall) and agricultural structures. Differentiation is anchored in third-party validated claims of 60% sound power reduction, 25% heating and cooling savings, Class 1/A fire rating, Declare/Red List Free labeling, LEED support, and a projected 330,000 tons of CO2 removal in 2026.
US GreenFiber firmographics
Firmographics- Name
- US GreenFiber
- Legal name
- Greenfiber
- Website
- https://greenfiber.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Greenfiber is a Charlotte, NC-based manufacturer of cellulose building insulation sold to builders, contractors, architects, and homeowners across the US and Canada through field sales, distributors, retail, and a certified installer network.
- Ownership category
- akta.pro rank
US GreenFiber industry classification
Industry- Product category
- Building Insulation Materials
- NAICS
- Pulp Mills (322110)
- SIC
- Pulp Mills (2611)
- akta.pro primary industry
- Cellulose (Recycled Fiber) Insulation (IMADAGAC)
- akta.pro secondary industries
- Bio-based Materials & Fibers (e.g., cellulose derivatives, lignin-based materials, nanocellulose) (EUAAAIAD), Recycled Fiber Pulp (Deinked/Recovered Paper Pulp) (IMAMADAF), Bio-based Textiles & Fibers (lyocell/viscose, cellulose filament, nonwovens) (IMAMALAK)
Keywords
Where US GreenFiber is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
US GreenFiber business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Cellulose Insulation Products: Greenfiber generates revenue through the sale of cellulose insulation products including SANCTUARY, SANCTUARY DEFENSE, FRM Insulation, Agritherm, and Applegate. Products are sold in bags (25-30 lbs) through distributors, retailers, and directly to contractors. One-time product purchase model rather than recurring revenue.
- Machine Rental/Sales: The company offers blow-in insulation machines for rent or use, with many stores providing machines free with minimum purchase of Greenfiber insulation. This supports the core product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product pricing through distributors and retailers |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
US GreenFiber product offering
Product offeringCore offering
US GreenFiber manufactures and distributes cellulose insulation products made from recycled paper fibers (up to 85% post-consumer content) treated with permanent fire retardants. Products can be blow-in, spray-applied, or dense-packed for walls, attics, floors, ceilings, and party walls, and are sold under sub-brands including SANCTUARY, SANCTUARY DEFENSE, FRM, Agritherm, and Applegate.
Differentiator
Problem solved
Functional benefit
Brands
- SANCTUARY: All-in-one cellulose insulation product that can be blow-in, spray-applied, or dense-packed. Delivers sound power reduction, thermal insulation, temperature regulation and fire safety. Made with 85% recycled materials.
- SANCTUARY DEFENSE
- FRM Insulation
- Agritherm Insulation
- Applegate
Products and services
- SANCTUARY Cellulose Insulation All-in-one cellulose insulation for builders, contractors, and homeowners; can be blow-in, spray-applied, or dense-packed. R-value of 3.7 per inch, 60% sound power reduction, Class 1/A fire rating, 25% heating/cooling savings, made with 85% recycled materials.
- SANCTUARY DEFENSE High-performance cellulose insulation combined with BORABARRIER EPA-registered pesticide for long-lasting protection against 25 household pests including cockroaches, carpenter ants, termites, silverfish, and darkling beetles. Sold exclusively through Territory Sales Representatives.
- FRM Insulation Fire-rated material insulation designed for use with the SANCTUARY Two-Hour Firewall assembly, achieving a 2-hour fire resistance rating (UL certified) for townhome and multifamily construction.
- Agritherm Insulation Cellulose insulation engineered specifically for agricultural buildings, including barns, metal structures, and low-pitch roofs; delivers high R-value, non-corrosive properties, sound absorption, and moisture resistance.
- Applegate Insulation Stabilized cellulose insulation designed for professionals who value consistency, dependable coverage, and reduced dust during installation; covers 29.8 sq. ft. at R-30 per bag.
Quantifiable outcome
- 60% reduction in sound power compared to R-15 unfaced fiberglass batts (based on 4 NIC rating points improvement in field testing on identical 2x4 exterior wall types)
- +6 more outcomes
Companies that use US GreenFiber
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles5 records
US GreenFiber technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
US GreenFiber partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- TopBuild, Inc. (BORABARRIER®)coreTopBuild, Inc. provides the BORABARRIER® EPA-registered pesticide additive used in Greenfiber's SANCTUARY DEFENSE insulation product. This proprietary treatment provides long-lasting protection against 25 types of household pests including cockroaches, carpenter ants, and termites. The trademark is licensed for use specifically in cellulose insulation.
- Oak Ridge National LaboratoryminorOak Ridge National Laboratory has conducted testing on Greenfiber's fire retardant technology, verifying the permanence and effectiveness of mineral-based fire retardants in cellulose insulation. This third-party validation supports Greenfiber's claims about fire resistance lasting the life of the home.
- US BoraxminorUS Borax contributed to the development and testing of Greenfiber's permanent fire retardant technology used in SANCTUARY insulation, providing mineral-based additives that impede ignition and slow flame spread.
- Underwriters Laboratory (UL)coreUnderwriters Laboratory has certified Greenfiber's U370 Two-Hour Firewall assembly and classified all Greenfiber products with the UL mark. UL testing validates fire resistance ratings and safety claims.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
US GreenFiber competitors and assessment
Company assessmentBroad incumbents
- TopBuild: The largest US installer and distributor of insulation, owner of the BORABARRIER trademark that Greenfiber licenses for SANCTUARY DEFENSE. TopBuild operates across fiberglass, spray foam, and cellulose via its distribution and installation footprint, making it both a partner and a structural competitive overlap.
- Johns Manville: A Berkshire Hathaway-owned insulation manufacturer offering fiberglass, mineral wool, and spray foam products to residential and commercial builders, competing with Greenfiber on thermal performance, fire ratings, and acoustic solutions.
- ROCKWOOL: A leading stone-wool insulation manufacturer with growing US presence, competing on fire, acoustic, and thermal performance—particularly in multi-family and commercial assemblies where Greenfiber's U370 firewall also targets specification.
- Knauf Insulation: A global insulation producer with a strong US residential and commercial presence in fiberglass and mineral wool, directly competing for builder and contractor specification across the same channels Greenfiber serves.
- CertainTeed: Saint-Gobain's North American building products brand offering a comprehensive insulation portfolio (fiberglass batts, spray foam, and mineral wool) targeting the same builder, contractor, and architect segments as Greenfiber.
- Owens Corning: A leading US fiberglass insulation manufacturer serving the same builders, contractors, and homeowners as Greenfiber, with the scale, shelf presence, and brand recognition that set the competitive baseline for the residential insulation market.
Direct peers
- Applegate Insulation (legacy brand): Applegate is now a Greenfiber sub-brand, but the historical Applegate cellulose insulation line was a direct cellulose competitor serving the same professional installer base with similar stabilized cellulose products.
- National Fiber: A cellulose insulation manufacturer using recycled paper feedstock to produce competing blow-in and dense-pack insulation products for residential and commercial applications, directly overlapping Greenfiber's core cellulose value proposition.
Emerging players
- Icynene-Lapolla (Huntsman): Spray-foam insulation specialist (acquired by Huntsman) that competes directly with cellulose in retrofit and new-construction wall and attic applications, often positioned as a premium alternative on air sealing and R-value per inch.
- Demilec: Spray-foam insulation manufacturer serving US residential and commercial builders, offering a comparable performance narrative (air sealing, energy efficiency) that overlaps with Greenfiber's cellulose value proposition in retrofit and new-construction walls and attics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
US GreenFiber social profiles
Digital presenceUS GreenFiber financial estimates
Financial estimateRevenue estimate
Valuation estimate
US GreenFiber leadership team
Management profileNumber of profiles
US GreenFiber funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
US GreenFiber M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about US GreenFiber
What does US GreenFiber do?
US GreenFiber manufactures and distributes cellulose insulation products made from recycled paper fibers (up to 85% post-consumer content) treated with permanent fire retardants. Products can be blow-in, spray-applied, or dense-packed for walls, attics, floors, ceilings, and party walls, and are sold under sub-brands including SANCTUARY, SANCTUARY DEFENSE, FRM, Agritherm, and Applegate.
Is US GreenFiber a public or private company?
US GreenFiber is a private company. It is classified as unknown and is currently operating.
When was US GreenFiber founded?
US GreenFiber was founded in 2000. It employs 251 to 500 people.
Where is US GreenFiber based?
US GreenFiber is headquartered in Charlotte, United States, in the North America region.
How does US GreenFiber make money?
Two revenue lines are on record. Cellulose Insulation Products are the primary driver. The others are machine Rental/Sales.
Who are US GreenFiber's main competitors?
Broad incumbents on record are TopBuild, Johns Manville, ROCKWOOL, Knauf Insulation, CertainTeed and Owens Corning. Direct peers are Applegate Insulation (legacy brand) and National Fiber. Emerging players are Icynene-Lapolla (Huntsman) and Demilec.
Does US GreenFiber have an API?
No public API is recorded for US GreenFiber.
What industry is US GreenFiber in?
US GreenFiber's product category is Building Insulation Materials. Its primary akta.pro industry code is IMADAGAC, Cellulose (Recycled Fiber) Insulation, with a secondary code of EUAAAIAD, Bio-based Materials & Fibers (e.g., cellulose derivatives, lignin-based materials, nanocellulose). Its NAICS code is 322110 and its SIC code is 2611.