Conservative leader David Cameron has endorsed today's launch (June 1) of the UK's first RecycleBank recycling incentive scheme as a nine-month trial got underway in Windsor and Maidenhead.

The Tory leader issued a statement welcoming the project in the Conservative-controlled local authority, which is set to see residents receive vouchers for participating stores such as Marks & Spencer based on the amount of material they recycle at the kerbside.

The trial, which is being carried out by the council's waste and recycling collection contractor Veolia Environmental Services, is for 2,800 households in the borough and is for green waste only for the first three months but will be extended to include commingled material on September 1.

Households participating could receive up to £40 per year under the green waste scheme and £160 when it moves to include a wider range of commingled material, which could be redeemed in the form of vouchers.

The Conservatives have touted the scheme as a means of encouraging recycling without punitive measures, although Defra has claimed that the basic concept of providing incentives for recycling is not new.

Mr Cameron said: "I applaud the Conservative councillors in Windsor and Maidenhead for launching Britain's first ‘paying the public to recycle' scheme.

"Thanks to this scheme, Windsor residents will be getting paid for their recycling, rather than being hit with Labour's fines and fortnightly collections. This is a great example of how Conservative councils are helping to look after the environment and also deliver a better deal for taxpayers."

Trial

The Windsor and Maidenhead trial will be the first RecycleBank scheme to be implemented in the UK. RecycleBank, which was recently awarded a United Nations Champion of the Earth Award, already runs a number of scheme in the USA servicing one million homes across 19 states including Florida and Texas.

Speaking to letsrecycle.com at the launch, Matthew Tucker, president of RecycleBank, said: "If we had to do it all again we would have probably started here [in England]. They are very into rewards and points schemes. This is the other side of the fence, nobody likes the stick, the carrot is always the way to go.

"Nobody likes getting a parking ticket, so what it does is getting even those who are not that into the recycling going, it is about getting people to think it is important. We are going to get people to participate," he added.

RecycleBank acts in an administrative role with regards to running the system, while wheeled bins are provided by Windsor and Maidenhead and collections made by Veolia, as part of an agreement within the existing collection contract with the council.

The American company, which has UK offices in London, receives a flat-rate payment from the council to administer the service but receives further revenue based on the savings in Landfill Tax it makes the council by diverting material from landfill.

Councillor Liam Maxwell, lead cabinet member for sustainability at the Royal Borough of Windsor and Maidenhead, told letsrecycle.com that the costs of the scheme were commercially sensitive.

However, in minutes of a meeting of Windsor and Maidenhead cabinet held at the end of February 2009, when the council was considering the scheme, it was suggested that it would cost the council £18,000 for a three-month pilot.

Partners

RecycleBank president Matthew Tucker attended the launch of the UK trial

Mr Tucker remarked that the response from retailers had been "phenomenal" and that the initial hopes of achieving "about 25 award partners" had been surpassed with 53 companies coming on board. He said: "It is very important that we have got the local high street as well. Local merchants want to say to the residents that they are doing something good for them."

In return for participating in RecycleBank, leading reward partner Marks and Spencer will be offering £5 vouchers redeemable against a £25 food spend or a £35 clothing, home or beauty spend in UK stores.

Richard Gillies, director of Plan A and Sustainable Business at M&S, said: "This scheme is a win-win for the environment and our customers, and we're delighted shoppers are going to be getting money off in our stores in return for recycling."

"Reducing the amount of waste sent to landfill is a key target of our 100 point eco-plan, Plan A, and we're hoping this innovative service will add to the impressive number of people who are already doing their bit," he added.

In addition to M&S, 53 other reward partners have signed up to the scheme, which include Legoland Windsor, McDonalds, Subway, Coffee Republic, Rodale Books and Snappy Snaps, as well as local shops, restaurants, leisure facilities and charities.

Conservatives

Windsor and Maidenhead is the first council to fully introduce the rewards-based scheme after it was name-checked by Shadow Chancellor George Osborne at a Green Alliance event in July last year (see letsrecycle.com).

However, fellow Conservative-led London borough Westminster has since ruled out possibility of introducing the scheme (see letsrecycle.com story).

Cllr Liam Maxwell, lead cabinet member for sustainability, said: "The Royal Borough is leading the way in recycling. We believe in rewarding our residents for their recycling efforts, not imposing penalties.

"We are excited about launching a pilot scheme that has the potential to boost recycling, reduce waste sent to landfill and also help support the economy by supporting local businesses. It's win-win-win for everyone," he added.

Green material collected under the scheme is set to be processed at the Veolia site at Little Bushy Warren in Hampshire where it is turned into Pro-Grow compost.