Greenfiber: Decades Ahead of the Cellulose Insulation Craze

Discover how Greenfiber’s decades of commitment to sustainability is driving the future of insulation in this exclusive interview with CEO Tom VanAlstine.

Green Builder Media CEO Sara Gutterman met with Tom VanAlstine, CEO and President of Greenfiber, to discuss the building industry’s shift from traditional residential construction to a more intensified focus on all things net-zero, all-electric, healthy, and connected homes.

VanAlstine shared that Greenfiber is “most excited about the evolution of codes and the increasing recognition of energy efficiency and sustainability.'

Cellulose has long been recognized for its insulation properties, yet only recently has it gained wider adoption among manufacturers. Gutterman highlights this shift, noting that “cellulose insulation is having a breakthrough moment.”

While the industry is just beginning to embrace sustainability, Greenfiber has been ahead of the curve for decades, advocating for the benefits of cellulose insulation long before it gained mainstream recognition.

According to Greenfiber’s data, not only is cellulose insulation 13 times less energy-intensive than fiberglass, but it’s also made from recycled post-consumer paper fibers and contains no formaldehyde or asbestos. 

As VanAlstine explains, “Our products are made from 85% postconsumer paper fibers, which we divert from landfills to further reduce waste.” 

The company has gone to great lengths to thoroughly evaluate its supply chain to limit its environmental impact. For instance, Greenfiber has strategically placed all 13 of its cellulose manufacturing plants across North America to optimize distribution and reduce transportation related emissions.

Greenfiber asserts that its SANCTUARY line is the only insulation product proven to reduce global warming potential, as verified by its Environmental Product Declaration (EPD). Greenfiber’s dedication to transparency and reduced environmental impact earned the company Green Builder Media’s coveted Eco-Leader Award in 2024.

Greenfiber is showcased in the VISION House Las Vegas, a collaboration between Green Builder Media and Beazer Homes. This 61-home community located Henderson, NV, exemplifies how sustainable building practices can create long-term impacts on the housing market. 

“I think it’s just great that Beazer is taking this on as it emphasizes the importance of building a more environmentally friendly home,” says VanAlstine. “If you use the proper products, the proper design, and the proper methodology, you can truly build a net-zero energy home that is affordable. It can be safe, comfortable, and quiet—something any homeowner would be proud of.”

Achieving net-zero energy relies heavily on using the right materials, and insulation is a key factor in that. “Greenfiber is excited that cellulose is having its coming-out party. It's been around for decades. We've been providing cellulose insulation to make homes more energy efficient and comfortable forever. We've always had the environmental friendliness aspect—it's always been a cornerstone of what we do."

“It's really exciting for us to see both energy efficiency and sustainability awareness come together within the building community,” says VanAlstine.

As sustainability becomes increasingly vital to the housing market, Greenfiber’s work proves that building with purpose today creates a more sustainable tomorrow.

Watch the video to catch the full interview and learn more about Greenfiber’s involvement in the VISION House Las Vegas project.