Roughly one decade ago, when Mike Stacey became manager of Mid-Florida Materials, Hubbard’s waste management division consisted of six employees operating a single landfill in Plymouth, FL. The C&D-permitted facility brought in annual revenue of less than $900K and primarily served to support Hubbard construction and paving operations.
Today, facilities that make up Mid-Florida Materials include two landfills (permitted for C&D and Class III waste), one material recycling facility (MRF, pronounced “Murph”), one mobile concrete crushing unit, and a delivery roll-off fleet of 70 trucks and approximately 5700 steel dumpsters—all operated by a growing team of 150 full-time employees. 2021 revenue is expected to exceed $38M, and there are indications that business will continue growing into next year as well.
Expansion of the materials division under Stacey’s leadership is no accident. When he transitioned from Hubbard’s asphalt plant operations to manage Mid-Florida Materials in 2010, he recognized the opportunity he had been handed, to grow a marginal support service into a legitimate business line of the company.
“It was an interesting thing,” he says, recalling his assignment as the new manager of Mid-Florida Materials. Although formed in 1984, the division’s potential had yet to be explored. “I was told to see what it could turn into.”
The possibilities were clear enough, but Stacey is quick to point out that without smart, dedicated people helping him, his vision for growing Mid-Florida Materials would never have been realized.
“We had to prove that it would work, and we could find business,” Huntley explains. “It was clear to us, that was the direction to move in. The end game was always to get into the roll-off trucking business. But we had a lot to prove at that point.”
Fortunately, there were several, including Project Manager Brian Huntley. A member of the team since 2003, Huntley understood the business and the materials market in Central Florida, and saw the same potential for growth. Together, they set about making key changes.
“Back then,” Huntley explains, “the Plymouth landfill was C&D only. The Central Florida market was saturated with C&D facilities. We applied for a Class III permit [for general household waste], which opened up our customer base.”
The team also started advertising to become more widely known, something that had never been a part of Mid-Florida Materials’ business strategy. “Basic things that had a huge impact,” says Stacey. “Just going out and introducing our services. Joining different industry associations to get our logo out there. Calling potential customers.”
In 2017, the division purchased a second C&D landfill, located northwest of Plymouth in Mt. Dora, FL. The new property broadened their footprint and created an opportunity to expand into roll-off services. They did so, but as a third-party broker starting out, to test the feasibility of expanding.
“We had to prove that it would work, and we could find business,” Huntley explains. “It was clear to us, that was the direction to move in. The end game was always to get into the roll-off trucking business. But we had a lot to prove at that point.”
Within six months of forming the roll-off joint venture, the Mid-Florida Materials team had more work than the third-party trucking company could keep up with. The start of a major road project near the Mt. Dora facility promised even greater opportunity for business, and the decision was made to purchase their first truck.
A Period of Accelerated Growth
By 2016, Mid-Florida Materials was experiencing serious growth. Stacey and Huntley had secured enough business to justify entering the roll-off market. To ensure their success, they would need to reach more customers. That meant hiring a sales representative, but the position required a special something beyond the standard skillset.
“You have to be a little crazy to make it here,” Huntley explains. “We believe in creating a positive environment and having fun, but it’s hard work too. Not everyone is cut out for it.”
They found the perfect fit in Amanda Mattingly. A former sales manager at an electronic test and measurement company, Mattingly joined Mid-Florida Materials in April 2016 and began pursuing leads, placing heavy emphasis on customer service.
“Sales is sales, no matter what industry you’re in,” says Mattingly. “It’s getting out and talking with people, asking questions, figuring out their needs and where [Mid-Florida Materials] fits into them. Every customer’s needs are different. It’s our job to help fill those specific needs.”
That customer-focused approach resonated strongly with the contractors and builders in need of roll-off services. “We sold the business on customer service and pride in what we do,” Huntley explains, “and it took off like wildfire.”
“It’s getting out and talking with people, asking questions, figuring out their needs and where [Mid-Florida Materials] fits into them. Every customer’s needs are different. It’s our job to help fill those specific needs.”
Over the next five years, Mid-Florida Materials underwent a series of acquisitions and expansions, increasing their overall number of trucks and employees. Most recently, in May 2021, the division acquired a material recycling facility (MRF) from Orion Waste Solutions which included an office building and shop, six tractor trailers, five grapple trucks, 12 roll-off trucks, three dump trucks, and one grade crew. Additionally, they set up a mobile concrete crushing facility (currently setup at Mt. Dora), and permitted an existing, unused property in Oviedo for use as a transfer station. For guidance in setting up the concrete crushing facility, Mid-Florida Materials reached out to Eurovia USA team members in Maine. Aggregates Division Manager Brian Raymond and his team at Dirigo Materials lent their expertise to help ensure the successful launch of the new service line.
Together, these varying components form a circular economy that fuels business growth from within, feeding the landfills and generating new revenue through recycled materials. And with the remaining lifespans of both landfill locations estimated at more than 30 years, there is still ample room for expansion.
“Mid-Florida Materials could still grow two to three times over,” says Stacey. “Customer service, answering our customers phone calls, is a huge selling point. That’s why I always come back to our people. We have some dedicated people who go out of their way to make any situation right in the customers’ eyes. It’s not easy to listen to your phone ringing from 5am to seven o’clock at night. Our people pick up, whether it’s Jimmy [Ruiz, Landfill Superintendent] or Amanda, Lisa, Brian, myself, any one of us. When you have employees like that, it makes growing a little easier. That’s been one of the best parts of this whole experience.”