Over the past year, I’ve been proud to help the London Borough of Waltham Forest transform the way residents think about recycling. As part of this mission, we launched Reduce Renew Recycle!, a bold and dynamic street-level campaign initiative designed to inspire, energise, and empower the community to make cleaner, greener waste disposal choices.

At the heart of the campaign is a striking fleet of 10 waste trucks, turned into eye-catching mobile billboards inspired by fruit and veg — A powerful, mobile reminder of Waltham Forest’s sustainability ambitions as they travel through the borough on their daily routes.

To foster a sense of ownership and community spirit, Waltham Forest launched a playful competition inviting residents to name the fleet of 10 waste trucks. Embracing a foodie theme, the local community dished out a menu of witty and creative names, including Donut Go Bacon My Heart, Elvis Parsley, and The Very Hungry Caddy-Filler.

Since the campaign’s launch in September 2024, Waltham Forest has successfully collected 2,000 tonnes of food waste—proof that a little humour can go a long way in driving greener habits. The project’s impact hasn’t gone unnoticed, earning nominations for two prestigious industry awards: Awards for Excellence 2025 and the Sign & Wrap Award.