Ealing to roll out recycling incentives from 2014

Greenredeem is to bring recycling incentives to the London borough of Ealing from spring 2014, the rewards-based company announced today (December 16).

The scheme, which last year absorbed Recyclebank UK, will roll out its residents rewards programme in the West London borough next year which will see households awarded 10 points each week for recycling.

To confirm this, residents will need to use Greenredeems website, phone service or smartphone app to log the amount they have recycled.

The points can then be exchanged for vouchers to spend in local and national retail outlets, and leisure facilities. Additional incentives include 100 points for online registration, and a bonus based on the weight of recyclable material collected on a community-wide basis.

The launch sees Ealing council become the fifth local authority to partner with Greenredeem in the UK, with past partners Royal Borough of Windsor & Maidenhead, Wokingham borough council, Halton borough council and the London borough of Lambeth.

The project is significant as it looks to be the first time the firm, which is owned by Grundon, has partnered with an authority not signed to a contract with Veolia Environmental Services. It is also the first thought not to involve the chipping of individual bins for waste.

In a scrutiny review published by Ealing council in Feburary this year, the local authority proposed a bespoke scheme that would work with specific and local retailers on the high streets of Ealing, rather than the major retailers that had previously been favoured by then Recyclebank UK in Windsor & Maidenhead.

Rob Crumbie, communications director of Greenredeem, said: Ealing Council is our fifth local authority partner in the UK, and we are extremely excited to be working with it.

The scheme offers real benefits for everyone involved and we look forward to supporting both residents and local businesses.

Ealing council has allocated 720,601 for the rewards scheme, as part of the 1.1 million fund awarded by the Department for Communities and Local Government (DCLG) to help achieve its overall recycling target from 41% to 50% by 2020.

Councillor Bassam Mahfouz, cabinet member for environment and transport at Ealing Council, added: I am delighted that we are introducing a new residents rewards scheme for those who recycle. Being green will now be good for your pocket with discounts at local and national stores. There will also be opportunities to support local charities.