The rollout of recycling rewards schemes moved a step closer yesterday with the launch of a trial that promises more than 2,800 households the chance to earn reward points every time they recycle.
US-based RecycleBank has entered into the UK market for the first time after inking a partnership with waste management firm Veolia Environmental Services that will see households in the Royal Borough of Windsor and Maidenhead provided with personalised RecycleBank accounts.
The scheme, which is already used by about one million US households, uses ID tagged wheelie bins to weigh the amount of recycling produced by each household and then provide users with reward points based on how much they recycle. The points can then be redeemed at various local and national businesses or converted into a donation to charities or local schools.
The rewards model had consistently increased recycling rates in the areas of the US in which it is offered, according to Matthew Tucker, president of RecycleBank. He added that given the current economic climate, the opportunity to secure redeemable rewards was likely to resonate with participants.
Paul Levett, deputy chief executive for Veolia Environmental Services, said that the company was confident the scheme would prove effective at driving up recycling rates in the borough, which currently stand at around 37 per cent. He added that should the scheme prove successful, Veolia is hoping that other councils will roll out similar initiatives.
Councillor Liam Maxwell, Royal Borough's Lead Cabinet Member for Sustainability, said that increasing landfill taxes meant there was a strong business case for the council to back the scheme.
"This is a scheme that is fair to everyone – the more you recycle the more you are rewarded," he said. "Above all, we are determined to reduce the amount of waste we send to landfill because it costs too much money."
There has been some opposition to ID tagged bins in the past and government proposals for so-called pay-as-you-throw schemes have proved largely unsuccessful to date. However, it remains to be seen if a scheme based on rewards can prove more effective than those proposed initiatives to charge people based on how much rubbish they throw out.
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