Mayor of London Boris Johnson is taking a new approach to promoting use of recycling facilities in the capital.
Mr Johnson has highlighted just how much money is saved by sending waste items to recycling centres, as opposed to landfill sites.
Using landfill sites costs 25 per cent more than a recycling programme and at current levels, Londoners saved £30 million last year though reuse of waste materials – money than can be redirected back into amenities for local people.
Mr Johnson said: "Recycling our waste material makes sound economic as well as environmental sense.
"This fantastic new campaign brings home the simple but powerful message that every item recycled rather than binned, collectively saves the city big bucks."
According to the latest figures from the Department for the Environment, Food and Rural Affairs, the year to the end of September 2010 saw the UK recycling rate climb to 40.3 per cent.
Typical Guttridge equipment used in the recycling industry includes:
Conveyors – screw conveyors – chain conveyors – belt conveyors
