Council recycling initiative is huge success

A Brent Council initiative sent recycling rates in some of the borough’s streets soaring.

The number of households using their green boxes to recycle rose up to 90 per cent in some streets during the four-week scheme.

The initiative was aimed at black and minority ethnic (BME) people in Wembley and Alperton and rewarded their recycling efforts by entering them into a prize draw to win £20.

Monitoring of recycling in the area before and during the initiative showed that use of Brent Council’s Recycle from Home service had increased.

Kumi Sutaria, 63, of Mount Pleasant, Alperton, was one of the residents who won a prize.

Mrs Sutaria said: “I was really pleased to be one of the winners. I think the scheme was a really good idea because it got more people to use their green bins and boxes in our area.

“There are plenty of facilities for people to recycle in Brent, hopefully the scheme will have raised awareness of them as well.”

The initiative operated in the Wembley and Alperton wards because recycling levels were lower there than in some other areas of the borough.

It was designed to help spread the recycling message to hard-to-reach groups and provide comprehensive information about recycling in the borough.

Homes were given vouchers that could be put out for collection with green bins and green boxes from June 19. The vouchers were collected with bins and boxes and entered into a prize draw.
Five households a week won £20 each.

Over the four weeks the scheme ran:

overall usage of green boxes, used for dry recyclables, increased in 44 of 55 streets
more than 90 per cent of households in Newton Road, Craigmuir Park and Orchard Close used their green box at least once during the scheme
and 83 per cent of households in Newcombe Park and 70 per cent of households in Lincoln Road, Lomond Close and Victor Grove, also used their green boxes at least once.

Cllr Irwin Van Colle, Brent Council’s Lead Member for Environment, Planning and Culture, said: “Brent Council is consistently working to encourage every single person in Brent to
participate in recycling activities and to make sure that they have the information and resources to do this.

“The success of this incentive scheme shows that the recycling message the council is delivering is making a big difference to the actual amount of waste being reused and recycled. Our aim now is to encourage all residents to keep up the good work.”

For more information on recycling, please contact Brent Council on or visit

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