News Industry opinion The return of


Wales hits 52% recycling


MINISTER FOR natural resources and food, Alun Davies, has welcomed figures which show that between January and March 2013 Wales recycled 50% of its waste. According to the Welsh


government, these latest provisional figures indicate that Wales has hit its very first statutory target of 52% recycling for 2012/13. Davies said: “Wales achieved an


impressive 52% recycling between April 2012 and March 2013 and in doing so met its first statutory recycling target. It means that Wales continues to be the top recycling


nation in the UK by some distance and we should all take pride in this. “This will help keep Wales on


track to meet its second statutory target of 58% recycling in 2015/16 and will ultimately help us to reach our goal of becoming a zero waste nation by 2050.” The latest quarterly figures


for January 2013 to March 2013 showed that recycling rates in Wales increased slightly on the same period in the previous year. A spokesperson from the Welsh


government said that, though still provisional, the figures indicate


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that Wales met its first statutory recycling target of 52%. The amount of household


municipal waste produced between January to March 2013 showed a 4% decrease on the January to March 2012 tonnage. Denbighshire was reportedly the


highest recycling local authority in the period with a 56% recycling rate, while Powys was the most improved local authority; jumping from a 41.9% recycling rate between January and March 2012 to a 51.66% recycling rate between January and March 2013.


The Wombles Julian Heyworth, MD of Meltog, evaluates changing perceptions of the waste management industry.


THE NEWS that The Wombles are to return to our TV screens in 2015 made me smile. First, it offers hope that another generation will be educated and influenced by the loveable pioneers of recycling. Second, it brings to mind the incredible evolution of our industry since the days when the job was done Steptoe and Son-style. But itmade me wonder to what extent have public perceptions of


recycling and waste management changed accordingly? They certainly should have because collectively there are so many


positives to recommend our industry: groundbreaking innovations in engineering, systems and processes; successes as thriving businesses; growing need for skilled employees; and not least the contribution to sustainability and the environment. Ours is without doubt a sophisticated sector, but is it under appreciated? It was furthermore a concern when a spot of Googling on the subject


produced several relatively recent references to public perceptions of the UK recycling and waste management industry as being ‘low skilled and dirty’. If this is even halfway to being accurate, we need to raise our game because it is a massively inappropriate generalisation; recycling is becoming increasingly hi-tech, increasingly sophisticated, increasingly clean and most importantly, increasingly necessary. The majority among us now segregate our waste as part of our daily


routine and I think it is fair to say that in doing so, we are left with a sense that we are doing a good thing. The industry image perhaps begins to suffer after this process; how many of the general populous know what happens post collection? Often this initial good work is offset by the tendency for a zealous consumer media being swifter to report the negatives than the positives. Plus, in our industry when things go wrong they can do so in a big way. But with this in mind, can we work harder to capitalise on every opportunity to showcase professionalism, expertise and ability to deliver return-on-investment for businesses, communities and the environment? How many of us have taken on new skilled staff, won new business, invested, developed a new process, generated savings or celebrated some kind of milestone recently? While certainly not professing to have an easy answer and also


acknowledging that Meltog is on a learning curve itself in this respect, perhaps marketing and PR should feature a bit higher on the industry agenda? Perhaps it is good old British modesty that keeps us quiet (I think that


Germany, for example, shouts louder and educates better from a formative age) but in the interests of attracting the best employees, investment and, yes, customers, perhaps a revised strategy is in order. We’ve certainly come a long way since The Wombles.


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