‘Transforming waste’ added to Viridor brand

The companys new logo is: Viridor: Transforming Waste and is seen as reflecting the continued transformation of Viridor from a traditional, disposal-focused waste management company into a progressive and innovative recycling-led resource recovery business.

Explaining the rationale behind the use of the word waste, in an industry where some have pushed the use of the word resource rather than waste, Dan Cooke, Viridors external affairs manager, said: Viridor, as you know, has a strong tradition of straight talking.

Our customers and the public know what we are talking about with the word waste. This is all about positive change. Transforming waste is more positive than just referring to recycling. Important though that is, it includes everything we do in energy, and our aims for environmental, social and economic sustainability.

Optimism

Mr Cooke added: The new logo and our branding update is designed to have a sense of excitement and optimism about it. Weve got a great story to tell our customers and stakeholders about putting their waste into action and transforming it into high quality recyclables, raw materials and energy.

And, he pointed to the fact that this year, the companys move away from landfill was confirmed by the fact that half of its profits came recycling and energy recovery activities.

Colin Drummond, Viridors chief executive, said: Viridor is at the forefront of transforming waste and our new branding reflects this.We have led the way in seeing the real value of waste as a vital resource.

We all have to recycle more and generate more renewable energy to meet our future needs.Viridor has embraced this and our new vision and branding will help to communicate this clearly to our customers and partners.

Viridor’s new mission statement:

“We will impress our customers by showing them how we can put waste into action, transforming it into high quality recyclables, raw materials and energy. We’ll do this by empowering all Viridor people to be safe, professional and enterprising, within a business always striving to be environmentally, socially and economically sustainable.”