"Pre-cycle" before you "Recycle"

I came across an interesting new term to add to my eco-dictionary.
Pre-cycle.
Possible interpretations?

Maybe a synonym for "reduce", as in lower your waste so you don't have to recycle.
Or could also mean early "re-cycle", as in, re-incarnate before end of life; use it elsewhere in existing form so that cost and environmental impacts of recycling are reduced or eliminated.

Hmmmm! the English language never fails to intrigue me!