Speaking to MRW at the Local Authority Recycling Advisory Committee (LARAC) conference in Bournemouth this week, he said: Im fairly relaxed about it.
Where we have got to now is that people are talking about waste whereas previously it was an invisible issue. The fact that newspapers are talking about it is better than it being ignored.
But he added that there was still a lot of work to do in showing the media and the public the link between waste and recycling and climate change and the environment.
Acknowledging the recent Mail on Sunday story that accused Bradshaw of contaminating his recycling bin, he told the conference it highlighted the need for householders to be provided with clear and consistent advice and the confusion created by some materials.
When is waxed paper really waxed? he asked.
Recycling officers were praised for the difficult job they were doing. Bradshaw said: Waste management and recycling is not some peripheral activity. It is something that is critical to our environmental development.
And he added that the best and brightest were now applying for jobs within the industry.