Essex County Council has launched a new 'Power Up' campaign to increase household food waste recycling across the county. The gaming-themed initiative aims to make food recycling a daily habit through engaging content, targeting approximately 400,000 homes in eligible areas.
Campaign targets 400,000 homes
Despite free food waste collections being available, around 30% of general rubbish bins in Essex still contain food waste. The campaign will roll out across Braintree, Chelmsford, Colchester, Epping Forest, Harlow, Maldon, Rochford, Tendring, and Uttlesford. Selected households will receive a free roll of compostable caddy liners, an information leaflet with practical tips, and a reminder sticker placed on their general rubbish bin.
The initiative is designed to address the issue of food waste sitting uncollected for weeks, which can cause unpleasant odours, particularly during warmer weather. By participating, families can keep their wheelie bins smelling fresher for longer.
Waste turned into green energy
All collected food waste will be sent to a specialist processing facility in Dagenham, where it will be transformed into green energy for local homes and natural fertiliser for farms across Essex. The campaign builds on previous local initiatives that successfully boosted recycling rates and reduced landfill waste.
Councillor Christopher Benn, cabinet member for waste and recycling, said: “Food recycling is one of the simplest actions residents can take to make a real difference. Every week, too much food still ends up in general rubbish bins when it could be recycled and turned into valuable resources. Our new Power Up campaign is designed to make food recycling easy, engaging and part of everyday life.”
Autumn rollout and further information
The initiative will run throughout the autumn to help capture more food through weekly collections. Residents seeking more information can visit loveessex.org/food-recycling.
