Viridor has launched a new branding, saying it reflects a move from a disposal-focused waste management company into “a progressive and innovative recycling-led resource recovery business”.
Chief executive Colin Drummond, left above, said: “Viridor is at the forefront of transforming waste and our new branding reflects this. We have led the way in seeing the real value of waste as a vital resource. Fifty per cent of our profits now come from resource recovery and this is set to increase.”
Dan Cooke, external affairs manager, said: “‘Transforming waste’ is more positive than just referring to recycling (important though that is) it includes everything we do in energy, and our aims for environmental, social and economic sustainability.
“It’s designed to have sense of excitement and optimism about it. We’ve got a great story to tell our customers and stakeholders about putting their waste into action and transforming it into high quality recyclables, raw materials and energy.”