From her grandfather’s painted fence to her father’s groundbreaking Environmental Code of Practice, Amanda Williamson (formerly Amanda James) is the fourth generation of the James family to lead the recycling industry forward.
by Ken Hendricks, Senior Industry Relations Advisor, ARA
The story of Amanda Williamson begins decades before she set foot in the family yard. Her grandfather, Ralph James, was a pioneer in the automotive recycling trade in British Columbia. In the 1960s, when public perception of “auto wreckers” was far from flattering, Ralph decided to change the narrative. He hired a local artist to paint a mural on the yard fence, transforming a simple barrier into a work of art and signaling to the community that his business stood for more than scrap.
That fence became a landmark in its own right –– an early statement that recyclers could contribute to culture as well as commerce. Ralph James set out to improve the image of auto-wrecking facilities and elevate how the public viewed the industry. It was a small gesture with a big message: this industry was not something to hide, but something to celebrate.
Years later, Ralph’s son Neil James continued that tradition. In 2017, Neil commissioned Abbotsford artist Dean Lauze to paint a large mural on the walls of Empire Abbotsford Recycled Auto & Truck Parts. The vibrant artwork depicted the history of Abbotsford itself, anchoring the business firmly within the community it had served for decades. The mural stood as a reminder that recycling is not just about end-of-life vehicles but about preserving history, protecting the environment, and giving new life to old materials.
Neil James and the Code of Practice
Neil James’ influence reached far beyond the family business. In the late 1980s, as environmental awareness gained momentum, Neil recognized that auto recyclers could either wait for regulators to impose restrictions or take the lead themselves. He chose the latter.
Neil spearheaded the development of what became the Automotive Recyclers Environmental Code of Practice, a framework that set out how recyclers should handle hazardous materials, manage fluids, and maintain their sites responsibly. His leadership brought together industry, government, and insurers to raise standards across the province. The Code became a model, later adopted nationally, and its principles still guide the industry today.
For Amanda, this legacy is deeply personal. “His work laid the foundation, now it’s my responsibility to build on it,” she explained. Carrying forward her father’s vision means more than compliance; it means continuing to innovate and push standards higher, ensuring recyclers remain leaders in environmental responsibility.
Amanda’s own path
Amanda didn’t simply inherit her position — she fought for it.
“Nothing was given to me, and I didn’t want it to be,” she said. Starting from the bottom, she rotated through every department: inventorying vehicles, pulling parts, processing cars, dropping engines.
These experiences gave her a practical knowledge of the business and credibility with her team. “What drew me in was seeing the value of what we do — taking something that others see as the end of the line and turning it into an opportunity. That sense of purpose has always stuck with me.”
For Amanda, recycling is more than a business model; it’s a philosophy of renewal, a reminder that nothing has to end when imagination and effort can turn recycling into value.
Trial by fire
Amanda’s first year in management was anything but ordinary. COVID-19 reshaped daily operations, staffing shortages became routine, and then Abbotsford was hit by flooding that forced Empire to operate out of a 40-foot container during the winter months.
These challenges would have overwhelmed many new managers, but Amanda used them as fuel to refine her leadership style. She became more hands-on, more collaborative, and more intentional about building trust. “Since I’ve worked in all departments, physically showing new employees the most efficient way has helped create a better relationship.”
Crisis has a way of revealing character, and Amanda’s resilience during those months cemented her role as a capable leader ready to guide the company into the future.
Balancing tradition and innovation
Empire Abbotsford is now the last self-serve yard in the Lower Mainland — a distinction Amanda views as both a point of pride and a challenge. Many competitors have moved to fully inventory-driven systems, but Amanda believes there is still a place for the self-serve model. “We’re constantly walking a fine line between the traditional ways customers appreciate and the digital, data-driven direction the industry is heading in.”
That balance defines her leadership: honouring the past while preparing for the future. From digital sales platforms to the complex requirements of EV dismantling, Amanda is steering Empire through a period of unprecedented change while staying rooted in the practices that built trust with customers over generations.
A generational shift
Amanda openly acknowledges that her generation sees the industry differently. “The younger generation sees it as more tech-driven and environmentally critical, whereas my parents’ generation saw it more as a business of necessity.”
According to Amanda, this shift is not about replacing values but expanding them. Hard work and grit remain cornerstones, but younger leaders are equally focused on collaboration, work-life balance, and sustainability. Associations like the ARA also play a changing role: younger members want mentorship, training, and resources that address today’s challenges — EV batteries, data management, environmental audits — not just the basics of running a yard.
Amanda’s perspective reflects a broader truth: if the industry is to thrive, it must embrace the priorities of the next generation, not only in words but in action.
Achievements and recognition
Amanda has already left her mark. Among her proudest moments was achieving a 98 per cent score on an AREA environmental audit — the highest in the industry. It was validation that the standards set by her father continue to live on under her leadership.
Equally important is the culture she has built. Despite natural disasters, economic pressures, and a pandemic, Amanda’s team has stayed motivated and committed. She credits this to leading by example and maintaining integrity: “It’s important to spend time working with each employee, and I would never ask an employee to do a job that I wouldn’t do.”
Passing the torch
Neil James has stepped back from his duties on the BCAR executive and the AREA Board of Directors, deliberately making space for Amanda and other next-generation recyclers to step into leadership.
Amanda views this not as a burden, but as inspiration. “For me, it’s always been the inspiration that drives me. The pressure comes from the expectations I place on myself.” It is both a personal commitment and a continuation of the James family tradition, three generations dedicated to improving their industry.
Looking ahead
Amanda sees both challenges and promise ahead: inflation, high land costs, and staffing shortages will test recyclers, but new opportunities in EV dismantling, sustainability, and digital transformation are already reshaping the field.
“This industry isn’t going anywhere — it’s just evolving,” she said. Her message to industry is simple: “Working together as an industry is our best option for the success of our future.”
Why this series matters
The automotive industry is at a crossroads. Technology, environmental responsibility, and customer expectations are evolving faster than ever. At the same time, the people who built this industry — pioneers like Neil James — are beginning to pass the torch to a new generation.
That is why this new series on the next generation matters. It is not enough to talk about change in abstract terms; we must listen to the voices of those who are stepping up to lead. The next generation will define what industry looks like in 10, 20 or even 50 years. They will decide how we balance tradition with innovation, how we respond to new technology and new regulations, and how we engage with customers and communities in a changing world.
By showcasing next generation leaders like Amanda Williamson, we are doing more than telling individual stories, we are giving them a voice in shaping the future of the industry and the association. Their insights, priorities, and ideas must be part of the conversation if we are to remain relevant, competitive, and respected.
Amanda’s story reminds us that legacy and innovation are not opposites — they are partners. Her journey from the yard floor to the manager’s office reflects both the grit of past generations and the vision of the future. And it is in this blend of history and forward thinking that the true strength of our industry lies.
¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯
Author’s note: We hope you enjoyed this story. It’s the first in a new series highlighting the next generation of aspiring leaders. Do you have a son or daughter who will be taking over the family business or following in your family’s footsteps? Email me — we’d love to hear their story (kenhendricks@ara.bc.ca).