South Philly Review

For most, 2012 has become a buzzword in popular culture, from blockbuster movies to online survival guides. But thanks to Mayor Michael A. Nutter’s “Greenworks Philadelphia” plan, locals now have their own key year to focus on — 2015.

Last April, the mayor announced a new goal: To become the greenest city in America by ’15. The plan encourages mobilization from a variety of fronts, including fostering green jobs, utilizing alternative energy sources and creating more green space with public access. One of the most important steps to reaching this target must come from the local level with neighborhoods working together to plant trees, spread environmental education, or even something as simple as recycling.

The new Philadelphia Recycling Rewards program — announced in December — provides residents with an added incentive in the form of discounts, gift cards or charitable contributions at hundreds of merchants. Redeemable rewards could include anything from discounts on a Dunkin’ Donuts purchase at to a free flight, depending on how long registered members build up points.

Through the Streets Department’s partnership with RecycleBank — a six-year-old company headquartered in New York and focused on promoting a green economy — residents who participate will build up points each time they recycle.

The Lower Moyamensing Civic Association used its March 3 general meeting at the Fumo Family Branch Library, 2437 South Broad St., to explain the new program to the about 30 LoMo residents in attendance. Carla Castillo, a RecycleBank representative, also spoke at the two-hour informational session.

“We have been contracted by the City of Philadelphia to bring the Philadelphia Recycling Rewards program to all the residents in [the city] — 550,000 households,” she said while speaking to the crowd.

Sara Merriman, of 11th and Jackson streets, described the new concept as “brilliant.”

“I think that it’s the smartest thing in the world, especially if its improving recycling rates in neighborhoods that have low recycling rates,” Merriman said. “I recycle like crazy myself right now. So, I feel like wanting to help the environment should be enough incentive. For folks where it’s not, I think it may be that extra push that many folks need.”

As early as 1987, Philadelphia became the first city to enact mandatory curbside recycling. With pressure to reach the new goal of “Greenworks” under way, more Streets and Walkways Education and Enforcement Program officers have been hired to patrol the streets and enforce the recycling law. Those bypassing it can receive a $25 fine.

At the moment, the city’s recycling rate is 12 to 15 percent, which is low when compared to cities like Los Angeles’ 40 percent. There have been previous successes in Philadelphia, like West Oak Lane, where recycling rates rose from 7 percent to 93 percent after switching to the RecycleBank program.

With Philadelphia being the nation’s largest city to implement a program of this magnitude, locals can look forward to a scheduled May launch.

It began on a roll-out basis in North Philadelphia last month. Until the local start date, recycling routines will continue just as before. A RecycleBank representative will visit each of the recycling yards in the city’s six sanitation areas, including one in South Philly, to train the staff. The top of collection trucks will be equipped with sensors — about the size of an 8-by-12-inch sheet of paper — that will sweep the streets for registered stickers. A computer, in the front seat of the truck will pick up and record these signals.

Interested residents must register for the program to receive a sticker containing the RFID chip. It must be placed on one of the household’s recycling bins to enable the collection truck to scan it and register resident participation each week.

“Now this is a community-based weight line,” Castillo told Wednesday’s crowd. “Your [neighborhood’s] input as a whole — what’s going in that truck — will go down at the end of the day to the center and it will get weighed … That will get multiplied by two points per pound, and then those hundreds of thousands of points will get distributed among all the participants.”

She noted residents who decline to join are just giving up points to their neighbors.

For each ton sent to the recycling center, Castillo said he City saves $3, with the potential to add up to $1.5 million for the city coffers.

Since the discounts stimulate residents to shop at local vendors, it will boost Philadelphia’s economy, as well. Furthermore, those businesses who sign up to participate will receive free marketing on the RecycleBank Web site, as well as in mailers. The only cost will be whatever discounts these venues decide to offer in conjunction with the program.

Marc Mucci, of 11th and Porter streets, said at the meeting he thinks the incentives will entice more people to participate.