The scheme from Greenredeem will allow 130,000 households in the west London borough to earn points for recycling and other green actions to boost local recycling rates and secure grants for local community projects.
Residents need to register to the system and are awarded 10 points for reporting what they have recycled each week, the accrued points – worth up to £70 annually – can be exchanged for discounts and offers. They can redeem points for discounts at more than 100 national retail outlets such as Marks & Spencer and Cineworld.
They can also donate points to local community projects, which can be turned into cash grants. There are 10 Ealing projects seeking such support from the scheme launch.
It will also benefit local businesses, which have joined the incentives programme such as Toni & Guy, Harris and Hoole, Tranquility, London Bike Hub and Gurnell and Northolt Leisure Centres.
This will be Greenredeem’s fifth scheme implemented in the UK. It has other schemes running at the London Borough of Lambeth, Halton Borough Council, Royal Borough of Windsor and Maidenhead and Wokingham Borough Council.
“I think this is a real opportunity for a real step change in terms of the amount that our residents will recycle in the borough,” said Ealing Council leader Julian Bell.
“We do pretty well but we have still got a long way to go to our 50% recycling target by 2020. We are currently at 43%. We need things like the Greenreedem reward scheme to motivate people to recycle and to focus their minds on recycling and I think this does it very well.
“In terms of council finances, we cannot afford as a council, given financial pressures that we are under and these austere times to keep paying the increasing amounts that we are to put waste into landfill,” he insisted.
Greenreedem spokesman Rob Crumbie added: “Since we spilt from the Recyclebank business in the US last April, when Recyclebank sold its UK arm to Grundon under the Greenreedem banner, we’ve had a fantastic opportunity to really look at propositions and develop more for the UK market. This has given us opportunities to establish community projects and focus on building on local relationships.”