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Sustainability isn’t just a trend – it’s a growth strategy, says Johnny Pearce, co- director of Oltco, a franchise leading the way with eco-friendly solutions for resin driveways, patios, and paths. He expains why franchises that embrace it nowwill thrive in the future Does sustainability really benefit the bottom line? 1 / Do customers really care about sustainability? Yes.We’re seeing that our customers are increasingly prioritising sustainability, making it more than just a buzzword. The younger generation of consumers expect businesses to take responsibility for their environmental and social impact and actively seek brands that align with their values, often influencing their families to make more sustainable choices. 2 / Has Oltco’s focus on sustainability helped drive sales and franchise growth? Absolutely. Oltco’s focus on sustainability has played a significant role in driving both sales and franchise growth. Our commitment to eco-friendly practices has enhanced brand recognition and positioned us as a leader in sustainable solutions. In a crowded marketplace, standing out from the crowd is essential, and sustainability with products, including our award-winning Recycle Bound solution, has been a major differentiator for Oltco. By integrating environmental responsibility into our core operations, we’ve not only strengthened customer trust but also attracted franchise partners who share our vision and want business opportunities that align with their values and offer future-proof solutions. 3 / How is sustainability engrained in your business model? Sustainability is embedded into everything Oltco does, from product innovation to long-term vision. 80% of the surfaces our franchisees install across the UK are done so with our Recycle Bound product that utilises waste plastic that is already in circulation. Since launching the product in 2019, we have already used the equivalent of over 860,000,000* plastic straws in Recycle Bound projects across the UK (*accurate to date in February 2025). Our commitment to sustainability has helped us develop eco-friendly solutions that positively impact the environment while meeting customer demand for greener alternatives. This approach ensures that sustainability isn’t just an add-on but a fundamental aspect of our operations. 4 /What are the biggest challenges in being both green and profitable? Balancing sustainability with profitability is crucial for long- term success. One of the biggest challenges is the initial cost of sustainable materials and technologies, but while eco-friendly options can be more expensive upfront, they often lead to long- term savings through efficiency and durability. Another challenge is educating customers about the value of sustainability. Many people support green initiatives, but don’t always understand the long-term benefits or be willing to pay a premium. Clear communication and demonstrating the real-world impact of sustainable choices help drive demand and justify costs. We offer our Recycle Bound product at the same cost as traditional resin bound surfacing to encourage customers to opt for the sustainable option. 5 /What does the future hold for Oltco? Oltco’s focus on sustainability will continue to drive our growth. We plan to expand our eco-friendly initiatives to meet the increasing demand from environmentally conscious customers and attract more franchisees looking for purpose-driven business opportunities. Our goals are to enhance Oltco’s reputation and long-term profitability, while positively impacting the environment. 49 WHAT-FRANCHISE.COM Interview JOHNNY PEARCE Oltco