CARPET AMERICA RECOVERY EFFORT (CARE)

What CARPET AMERICA RECOVERY EFFORT (CARE) does

Carpet America Recovery Effort (CARE) is a 501(c)(3) nonprofit organization founded in 2002 and headquartered in Dalton, Georgia, dedicated to advancing market-based solutions for post-consumer carpet recycling and landfill diversion. The organization was created under a Memorandum of Understanding among the carpet industry, multiple U.S. states, the federal EPA, and NGOs, and has since diverted over 5 billion pounds of carpet from landfills. CARE operates as a horizontal, multi-stakeholder platform serving manufacturers, fiber suppliers, retailers, contractors, recyclers, and local government recycling coordinators across the United States, with a concentrated operational footprint in California.

CARE's product portfolio combines regulatory program administration, technology-enabled location services, and financial incentive programs. Core offerings include the legislatively designated California Carpet Stewardship Program administered under AB 2398, the Voluntary Product Stewardship (VPS) Program funded by the Carpet and Rug Institute, a multi-category Grants Program (Capital Improvement, Product Testing, Micro, Innovation & Design, Installer Apprenticeship Training), an interactive Collector Finder Map and California Drop-Off Site Map (powered by Google Maps integration), Specs-Bid Templates aligned to CSI MasterFormat, and an Innovation/Products Catalog showcasing end-markets for recycled carpet. The organization also runs a Corporate Sustaining Partner program with tiered recognition levels.

CARE's revenue model is hybrid: it is funded through tiered annual membership dues (up to $34,000 for large manufacturers), Corporate Sustaining Partner contributions ($2,500-$10,000+ above membership), grants from the Carpet and Rug Institute, and—most significantly—an assessment on carpet sold in California under AB 2398. In 2024, 92% of California assessment funds were directed to program efforts including subsidies, grants, marketing, and the drop-off site network. The organization operates with a lean staff of approximately 6 employees and is governed by a 19-member board representing the full carpet value chain.

Name

CARPET AMERICA RECOVERY EFFORT (CARE)

Legal name

Carpet America Recovery Effort

Website

https://carpetrecovery.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Carpet America Recovery Effort (CARE) is a 501(c)(3) nonprofit that administers the legislatively designated California Carpet Stewardship Program under AB 2398 and operates a national member-based platform for post-consumer carpet recycling, drop-off sites, and grant-funded market development.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Voluntary Contributions from Industry Members: CARE funding is based on a voluntary contribution system. Companies become supporters of CARE at levels based on their industry sales. Corporate Sponsors contribute at recommended levels, Green Sponsors contribute 150% of recommended levels, and Sustainability Leadership Sponsors contribute 200% of recommended levels.
2. California Carpet Stewardship Assessment (AB 2398): The California Carpet Stewardship Program generates funding through an assessment on carpet sold in California. Differential assessment levels have been in effect since April 2022. The assessment funds recycler incentives, grants, marketing/outreach, and the drop-off site program.
3. Membership Dues: Annual membership dues based on industry category and gross annual revenue. Categories include Carpet Industry Manufacturers ($1,000-$34,000), Flooring Industry Co-ops ($6,000), Residential/Commercial Dealers ($1,000-$2,000), Recycling Industry ($1,000-$10,000), Affiliate Associations ($1,000), International Organizations ($1,000), Individual Supporters ($250).
4. Corporate Sustaining Partner Program: Corporate Sustaining Partners pay additional dues above membership: Sustainable Leadership ($10,000+), Green ($5,000+), Friend of CARE ($2,500+).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

CARE is a 501(c)(3) nonprofit that advances market-based solutions for post-consumer carpet recycling and landfill diversion. It administers the legislatively designated California Carpet Stewardship Program under AB 2398, operates a network of 170+ drop-off sites, manages multi-component grants, and provides location-based tools (Collector Finder Map, Drop-Off Site Map) and specifications templates to support carpet manufacturers, recyclers, retailers, and installers.

Product overview

CARPET AMERICA RECOVERY EFFORT (CARE) is a 501(c)(3) nonprofit organization that provides a coordinated suite of programs and services for post-consumer carpet diversion and recycling. The organization operates as a platform combining regulatory compliance management (California Carpet Stewardship Program AB 2398), technology-enabled location services (Collector Finder Map and California Drop-Off Site Map), financial incentive programs (VPS Program and multi-category Grants Program), specification tools (Specs-Bid Templates), membership services (Corporate Sustaining Partner Program), and market development resources (Innovation/Products Catalog). These interconnected services work together to support carpet reclamation entrepreneurs, recyclers, manufacturers, retailers, installers, and consumers in diverting carpet from landfills.

Differentiator

Problem solved

Functional benefit

Products and services

• California Carpet Stewardship Program (AB 2398) State-mandated stewardship program for carpet recycling and diversion in California, administered by CARE on behalf of carpet manufacturers and the state.
• Collector Finder Map Interactive online map enabling users to locate carpet reclamation partners and collection sites across the United States.
• California Drop-Off Site Map Interactive map for California showing carpet drop-off locations, hours, contact details, and fees.
• Voluntary Product Stewardship (VPS) Program Market-based program providing financial assistance to qualified U.S. Sorters who divert post-consumer carpet, funded by the Carpet and Rug Institute.
• Grants Program Multi-component grant program supporting California post-consumer carpet collection, recycling, and manufacturing through Capital Improvement, Product Testing, Micro, Innovation & Design, and Installer Apprenticeship Training grants.
• Specs-Bid Template Program Templates and guidelines for carpet reclamation specifications in commercial and institutional construction projects using CSI MasterFormat standards.
• Corporate Sustaining Partner Program Exclusive membership level recognizing corporations, government agencies, and stakeholders committed to diverting carpet from landfill, with tiered levels: Sustainable Leadership ($10,000+), Green ($5,000+), and Friend of CARE ($2,500+).
• Innovation/Products Catalog Catalog showcasing products made from recycled post-consumer carpet, including composite lumber, tile backer board, roofing shingles, railroad ties, automotive parts, carpet cushion, and stepping stones.

Quantifiable outcome

• 5 billion pounds of post-consumer carpet diverted from landfills since 2002
• +3 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• MohawkcoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner at the highest tier ($10,000+ above membership dues). Mohawk is a major carpet manufacturer actively supporting CARE's mission for carpet recycling and sustainability.
• Shaw IndustriescoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Shaw is one of the world's largest carpet manufacturers and a key supporter of CARE's carpet recycling initiatives.
• InterfacecoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Interface is known for sustainability leadership in the flooring industry and supports CARE's market development efforts.
• Mannington MillscoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Mannington Mills supports CARE's carpet stewardship programs and sustainability goals.
• MillikencoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Milliken is an innovation-driven carpet manufacturer supporting CARE's recycling programs.
• Aquafil (ECONYL)coreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Aquafil produces ECONYL regenerated nylon and is a key partner in carpet recycling and fiber reclamation.
• Universal FiberscoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Universal Fibers manufactures commercial carpet fibers and supports CARE's sustainability mission.
• TarkettcoreGTM or Marketing PartnerSustainability Leadership Corporate Sustaining Partner. Tarkett is a global flooring solutions provider supporting CARE's carpet recycling initiatives.
• Carpet and Rug Institute (CRI)coreStrategic or Co-development PartnerThe Carpet and Rug Institute manages the Voluntary Product Stewardship Program, which CARE administers. CRI funds the program designed to accept and manage all applicable post-consumer carpet.
• CalRecyclecoreStrategic or Co-development PartnerCalifornia Department of Resources Recycling and Recovery manages the California Carpet Stewardship Program (AB 2398). CARE is the legislatively designated Carpet Stewardship Organization with an approved plan.
• U.S. Environmental Protection Agency (EPA)coreStrategic or Co-development PartnerFederal agency that signed the original Memorandum of Understanding (MOU) on January 8, 2002, establishing the framework for CARE's goals and targets.
• IUPAT District Council 16minorStrategic or Co-development PartnerUnion partnership to incorporate carpet recycling information in IUPAT District Council 16's trainings for apprentice flooring contractors.
• Advanced Carpet RecyclingminorOthersCARE member involved in carpet collection and recycling operations across the United States.
• Columbia Recycling CorporationminorOthersCARE member operating carpet recycling facilities in Dalton, GA and serving as a national carpet reclamation partner.
• DC Foam Recycle CenterminorOthersCARE member specializing in carpet pad recycling operations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• CalRecycle (California Department of Resources Recycling and Recovery): CalRecycle is the California state agency that regulates CARE's stewardship program under AB 2398. It is not a peer in the competitive sense but is the most important counterparty in CARE's regulatory moat and primary revenue source.
• Carpet and Rug Institute (CRI): CRI is the carpet industry's primary trade association and funds CARE's Voluntary Product Stewardship (VPS) program. CRI is closely intertwined with CARE—its members are CARE's members and they jointly address industry sustainability—but it is a trade association rather than a stewardship operator.
• Sustainable Materials Management Coalition: A coalition of organizations promoting sustainable materials management policy and practice. Comparable to CARE as a stakeholder-coordination entity but focused on cross-material policy advocacy rather than operating a single-material stewardship program.

Emerging players

• Rubicon: Rubicon is a technology-driven marketplace for waste and recycling services used by municipalities and haulers. While for-profit, it addresses the same downstream ecosystem (collection, routing, and recycling logistics) that CARE manages for carpet-specific streams.
• Recycle Across America: Recycle Across America is a nonprofit focused on standardizing recycling labeling and public education. While it operates in a different niche (labeling/education rather than material recovery), it shares CARE's nonprofit, multi-stakeholder model aimed at improving recycling outcomes.

Direct peers

• Call2Recycle: Call2Recycle is a nonprofit stewardship organization managing battery and cell-phone EPR programs across multiple U.S. states and Canada. It shares CARE's model of multi-state producer-funded programs, drop-off site networks, and fees collected on product sales to fund recycling.
• The Recycling Partnership: The Recycling Partnership is a nonprofit that funds and operates recycling improvement programs across the U.S., working with brands, governments, and MRFs. It is comparable in mission (improving recycling outcomes), funding model (producer-funded grants), and stakeholder scope to CARE.
• Product Stewardship Institute (PSI): PSI is a nonprofit policy organization that helps design and implement EPR/stewardship programs across product categories, including carpet. It operates upstream in the policy and advocacy layer that ultimately enables organizations like CARE.
• PaintCare: PaintCare operates the most analogous U.S. product stewardship program for post-consumer architectural paint, administering state-by-state EPR laws (similar to CARE's AB 2398). Both are nonprofit stewardship organizations funded by manufacturer assessments that finance collection, transport, and recycling infrastructure.

Regional players

• Stora Enso / NRP – Carpet Recycling Programs: Several European carpet manufacturers (e.g., Desso/Aquafil, already a CARE partner) operate regional carpet-recycling programs under EU EPR frameworks. These are comparable stewardship models operating in different jurisdictions and provide a roadmap for international expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/carpetrecycle
• YouTubeyoutube.com/channel/UCpcP5GT26aZ5xd46UUzFmBw
• LinkedInlinkedin.com/company/carpet-america-recovery-effort

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CARPET AMERICA RECOVERY EFFORT (CARE)