Recology launches ‘Better At The Bin’ initiative

Recology, San Francisco, launched the “Better At The Bin” initiative to encourage and inspire people to become better recyclers and smarter consumers. 

According to a Recology news release, the company met with elementary school students to talk about recycling solutions with artist Sirron Norris, who then created a mural to officially launch the “Better At The Bin” initiative on Oct. 24. The mural was displayed on a recycling truck that will be used to promote the initiative, the company says.

Recology says the following are some components of the initiative:

• students teaching adults to recycle, to compost and to reuse single-use plastics;
• a one-of-a-kind recycling truck that visits schools; 
• new content for educators and recycling advocates; 
• new videos; 
• digital media campaigns;
• trash facts and list of solutions; and
• video messaging in skyscraper elevators.

Recology is investing in new optical sorters.

“[The Better At The Bin initiative] has been something we have been working on for three or four months,” says Robert Reed, a spokesperson for Recology. “We’re doing it as part of our across-the-board efforts to step up our game in response to China no longer taking recycled plastics. We want to lead the world in reducing impurities … we want to have the highest quality of recycled bales possible.”

Reed adds that the company is focusing on educating students through the Better At The Bin initiative. 

“Teaching students to teach their parents to recycle is the most effective way to get adults to be more attentive to recycling,” he says. “The same strategy [was used] to work with students to deliver a message on anti-smoking. It worked for people who wanted to save water in areas struggling with droughts. It’s a very effective path and strategy. We want people all around the world to replicate this strategy.” 

Along with the educational components, Reed says Recology plans to install three new optical sorting machines at Recycle Central, its 200,000-square-foot recycling plant on San Francisco’s Pier 96 that will be operational by November. He adds that the company has invested about $14 million in system improvements in the San Francisco recycling plant over the past three years. 

“We’re installing state-of-the-art optical sorters from a company in France,” Reed says. “Those will go live in November.”

He adds that Recology installed four optical sorters at the facility in 2016 and 2017, as well. In 2016, the company was running at about 4 to 5 percent impurities in its finished bales. Reed says the company hopes to be at 1 to 1.5 percent impurities with the installation of the new optical sorters. 

Recology offers more information about its initiative at its new Better At The Bin website.