Ealing’s recycling rate has gone up to 44%, pushing the borough closer to its 50% recycling target.

An awareness campaign was launched last year to drive recycling rates up. In the past year a total of 39897 tonnes of household waste was recycled and diverted from landfill, saving millions of pounds in landfill tax. New recycling services such as the collection of furniture and small electrical items have contributed to the increased rate.

Councillor Bassam Mahfouz, cabinet member for transport and environment said "I am incredibly proud that Ealing is recycling more and wasting less. As other London boroughs stall, our recycling rates have continued to rise and we continue to be at the forefront with our inventive communications."

"Every tonne that we divert from landfill not only has an environmental benefit but also saves us money, which we can then spend on valuable services."

To encourage residents to recycle more, the council has launched a website that shows what every day household items people can recycle in an interactive and visual way.

The website www.recyclemystuff.org.uk allows users to travel and explore through each room of a house and identifies recyclable objects, including some more unusual items such as batteries, light bulbs, cooking oil and furnishings.

Councillor Mahfouz added "This website, as far as we know, is the first of its kind and is part of our pioneering 50% recycling campaign. There are so many things that can be recycled in Ealing. This engaging website helps people to understand what, how and where they can recycle."