How do you spark a recycling controversy? Leave out half the recyclers

Oct 27, 2006 | 11:02 AM | Paul Schaffer

What could be controversial about a "historic partnership with the U.S. Environmental Protection Agency (EPA) and major food and beverage manufacturers and suppliers to reignite American consumers' interest in recycling" with a $3-million advertising campaign?

The National Recycling Coalition, which is launching a "rebranding" project to spark consumer enthusiasm, is finding out. Right off the bat, billing itself as "the nation's leading voice of recycling" appears to have ruffled some feathers.

At the coalition's annual convention in Atlanta earlier this month, Stephen Johnson, EPA administrator, put the U.S. recycling rate at 32 percent from an assortment of discard streams, or a total of 79 million short tons.....

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