Birmingham City Council is planning to issue residents who recycle their household waste with supermarket loyalty points.
From next month residents of two council wards, Bournville and Erdington, will be given the chance to receive Nectar points which they can collect and spend at Sainsbury’s, Argos and Homebase.
They will receive the rewards for putting their old newspapers, junk mail and magazines out for the weekly paper collection.
The pilot scheme will run until March next year. If it is successful in boosting recycling rates, the council hopes to roll it out to all 400,000 households in Birmingham.
Bournville councillor Timothy Huxtable, cabinet member for transport, environment and regeneration, said: “Increasing public participation in recycling is a key objective for both the city council and future of the city as a whole.
“This is a real win-win project for all, as the more that people recycle, not only will they be helping to save the environment, but the more opportunity they will get to reward themselves.”
Residents in the 4,500 pilot households are being issued with bar coded stickers for their recycling boxes which will be scanned and recorded every time they are emptied.
Points are then awarded accordingly.
The scheme is funded by the West Midlands Improvement Efficiency Initiative and backed by Nectar.
The incentive is an alternative to measures taken by other councils, such as the London Boroughs of Hackney and Islington which threatened to fine residents up to £1,000 if they did not recycle.
In other areas, people were fined for putting the paper in the bottle recycling boxes.