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Council rewards the recycling pioneers

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The UK’s first scheme to reward households for recycling mixed waste went live recently. Pioneering residents in Windsor and Maidenhead will be able to pocket an average of £135 in vouchers a year - simply by putting paper, cardboard, plastic, glass and metal in a single bin.

The RecycleBank scheme will see 3,750 households in the Royal Borough of Windsor and Maidenhead earn rewards for money off at shops such as Marks and Spencer.

Recycling will become much simpler and more rewarding for residents as the separate boxes will be replaced by one large blue bin in which they can place their mixed recyclable waste. RecycleBank Points will be awarded based on the amount of waste recycled, and then redeemed for money off goods and services at local shops, restaurants and attractions or donated to charities.

As an added incentive, residents who activate their account before 31st December will benefit from a 300 Point bonus and then triple earnings on any Points earned.

Paul Levett, Deputy Chief Executive, Veolia Environmental Services commented; “The gap between national recycling levels and that of our European neighbours is closing. With increased pressure on local authorities to meet stringent environmental targets, mixed recycling schemes are the best way forward to increase greater resident participation and the collection of good quality materials at the kerbside. The technology is proven, robust and fit for purpose, so there really are no barriers to improved recycling rates.”

Run in partnership between the Royal Borough of Windsor and Maidenhead, RecycleBank and Veolia Environmental Services, this ground breaking scheme uses the carrot rather than the stick to encourage residents to recycle. Leading sponsor and reward partner, Marks and Spencer, has been involved in the UK scheme from the outset as part of its Plan A, 100 point eco-plan.

More than 50% of the 2,800 households invited to participate in the first phase of the RecycleBank programme in the Royal Borough of Windsor and Maidenhead back in June, had activated their accounts in just two months. These residents have redeemed on average £20 of rewards since the scheme began on green waste only.

Cllr Liam Maxwell, Royal Borough’s Lead Cabinet Member for Sustainability, said; “We are making recycling much easier and rewarding for our residents to maximise participation and reduce landfill. The appetite to recycle more is clearly there and using the carrot, not the stick, is our way of energising the community and bringing meaningful benefits to households and local businesses. The RecycleBank scheme is a pioneering step forward. We are proud to be the first in the UK and hope that other local authorities will follow our approach across the country.”

There is no change to the normal waste collection routine for Windsor and Maidenhead residents. Households in the mixed recycling pilot scheme will just need to empty their recyclable materials into the blue bin and put it out for collection. There is no charge to householders for the RecycleBank scheme.

Matthew Tucker, President of RecycleBank said; “Everyone can participate in recycling and have a positive effect on the environment. By working with such an innovative council as the Royal Borough, we have been able to produce a successful and adaptable scheme which can be rolled out by most other councils as the first step towards meeting the UK targets for landfill reduction. It is a scheme that is easy and rewarding for councils, waste management providers and residents.”


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