By August 2023, Re-Match, an artificial turf waste-to-value company, had operations in Denmark and the Netherlands and had recycled over 160,000 tons of waste and plastic fiber. With recent capital injection from the VC firm Verdane and a dual revenue business model, the company wanted to expand its operation to become the global leader in turf recycling. However, stakeholders were divided between rapid U.S. market entry and refining their proven model to generate more downstream revenue. This case study delineates Re-Match's business model and assesses the carbon reduction potential of recycling in comparison to landfilling or incineration. Additionally, it raises the question of whether to prioritize market dominance or operational efficiency and how to identify the most receptive market for Re-Match's recycling solution.