Worth £100m, the new deal extends Veolias current role by adding recycling to the firms existing waste management and street cleaning remit.
An official launch to mark the agreement took place outside the recently completed Wembley Stadium, Brents best-known landmark. Local residents who backed a campaign to cut litter and encourage recycling attended to witness images of themselves depicted on a new fleet of Veolia vehicles. The so-called green stars also feature on posters and other advertising material as part of a campaign calling on residents to recycle it and bin it.
Brent Council lead member for environment, planning and culture Councillor Irwin Van Colle said: The council is determined to make our streets cleaner and raise recycling rates. We have invested more in a first class waste service that will enable us to do that. Now we need local people to play their part by recycling it and binning it.
Veolia Environmental Services London municipal services director Pascal Hauret said: Using new technology and our local area knowledge we will be prioritising improvements and development of recycling and street cleaning services to ensure Brent residents receive a first class service.