What we've seen in the last couple of years is flat recycling percentages. This Recycling Rewards program is part of an entire strategy to increase the amount of recyclables coming into our [materials recycling] facility.

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We felt that [recycling] was getting kind of a negative connotation and people were getting turned off, so part of Linda's idea was [the Recycling Rewards] program, which I think was a good one. Let's create a positive approach here. We do want people to recycle.

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