Wokingham residents help Council to devour food waste collection targets

inside a food waste bin

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Residents in Wokingham Borough Council (WBC) have responded positively to the introduction of a new food waste collection service. Greenredeem’s communications platform is being celebrated as a key driver in the council’s ability to increase the capture of food waste.

During the first six months of the food waste recycling service, 2,450 tonnes have been collected for recycling. Furthermore, the Borough has experienced a 2,805 tonne diversion in residual waste. Putting the Borough well on track to meet its 50% recycling target by 2020.

Introducing a food waste collections

Greenredeem, WBC and Veolia have worked in partnership since 2012. All in a bid to motivate their residents to recycle more and recycle right. Since partnering, Greenredeem has provided the Borough with a digital communications channel. This includes monthly campaigns and weekly activities. Over time, it has led to an engaged audience of more the 22,000 registered households.

Wokingham recycling box and food waste bin

More recently, to support the rollout of the new food waste collection service, Greenredeem has developed a bespoke plan. From January to July 2019 the targeted campaigns focused on these three key areas:

  • Pre-launch (environmental benefits)
  • Service launch (key service information and how residents could participate)
  • Results (success and thank you to residents)
WBC operates a weekly residual collection. Previously, it has made it tempting for residents to put food waste out for collection alongside general waste. However, the new targeted plans has pushed food waste collections to average 1.6kg per household per week. Soaring above and beyond all expectations. Consequently, there has been a knock-on effect and the dry recycling service collections have increased by 482 tonnes.
 
Going forwards, Greenredeem will continue to work with WBC, providing communications and support. The goal is to maintain momentum in the service and increase participation. Based on the current trend, WBC will achieve a 7% increase in their overall recycling rate for 2020.

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