Nucor is one of the largest steel manufacturers in the world. Surprisingly, they are also the largest single recycler globally, which allows them never to use virgin materials. That's a story that needed to be told especially to a world in which steel manufacturing is seen as a major environmental blight. A steel company that has a true environmental focus and belief is about as unique as it gets. The sustainable values of the company are at the core of their success. Telling this story required a thoughtful strategy with a focus on changing the way we view steel manufacturing.