Improving on-the-go recycling

Piloting new ideas across a whole city to improve recycling outside the home


Ecosurety has again joined forces with the environmental behaviour change charity Hubbub to bring together a unique coalition of major brands, recyclers, local businesses and a local authority to tackle a significant problem. The challenge? To trial new ideas starting from September 2018 that will improve the recycling of food and drink packaging disposed of on-the-go in the city of Leeds. The results will then be shared so that the best performing ideas can be replicated in any city.
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The campaign addresses a growing challenge, with recent surveys highlighting that 18 to 25 year olds are twice as likely as older generations to buy food on-the-go, yet millennials are less likely to recycle. The £17.4bn a year food-to-go industry is also expected to increase to over £23bn by 2022, yet recent research by ReCoup found that only 42% of local authorities provide on-the-go recycling facilities*.

The cost can far outweigh the benefits due to contamination of the materials collected. Indeed it is not uncommon for the entire contents of material specific recycling bins to be incinerated because food or general waste has been added, as it is not commercially viable to decontaminate it.



Linking industry giants

#LeedsByExample has brought together an unprecedented group of key stakeholders to collaborate, including the following brands:
Alupro logoAlupro logoACS logo      ACS logo          ASDA logo               Ball Packaging             BPF logo          Coca-cola GB logo            Costa logo              Co-op logo           Crown Packaging logo               Danone logo              Highland Spring logo               Innocent logo                KP logo              LRS logo          M&S logo               mcdonalds logo                 Morrisons logo              Pepsico logo 

    Pret a Manger logo                 Shell                   Starbucks logo     

Affiliate partners

   OPRL logo              WRAP logo


Innovative solutions

#LeedsByExample will pilot innovative new recycling facilities installed on the streets and in local offices, shopping centres, universities and transport hubs, building upon Hubbub's previous campaigns including the Square Mile Challenge, Neat Streets and Ballot Bins. The project will also trial a new app by OPRL that uses on-pack barcodes to help people understand what, how and where to recycle. Play the video to listen to Hubbub director Gavin Ellis launching #LeedsByExample campaign on Sunrise Radio or read the press release by clicking below.
Read the press release

Want to get involved?

If you are a major brand concerned about on-the-go recycling, or a local business in Leeds interested in getting involved, please click the button below to find out how you can play a part too. The strength of this project is collaboration, and together we can not only make a tangible difference in Leeds, but provide a blueprint for rolling out successful on-the-go recycling infrastructure and partnerships in other cities.
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Created with Hubbub

This project was made possible by our partnership with Hubbub, a charity that creates environmental campaigns with a difference.
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Hubbub is an environmental charity that uses the latest thinking backed by academic research to explore new ways to run behaviour change campaigns. The charity explores innovative and fun ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity - Food, Fashion, Homes, and Neighbourhoods.

Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #GiftABundle to get pre-loved baby clothes back into circulation and #PumpkinRescue to encourage more people to eat the carvings from their Halloween Pumpkins.

Their exclusive collaboration with Ecosurety will see two consumer-facing campaigns a year, funded by producer responsibility compliance evidence money, created and executed by Hubbub. The partnership between Ecosurety and Hubbub will also see regular canvassing of opinion from obligated producers and recyclers about which issues or campaigns should be prioritised across producer responsibility compliance.