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Staffordshire Textiles re-brands as it looks to big 2007

A winner of the National Recycling Awards lifetime achievement accolade has been immortalised in the industry, as an alien.

As part of expansion plans, Staffordshire Textiles has been re-branded as European Textile Recycling (ETR) from the start of this year and has named its logo after Wolverhampton City Council and Midlands industry stalwart Melvyn Lilley.

ETR projects manager Liz Poole said: We were looking at a new name for the company and as ET was an alien, we settled on ET Recycling, with an alien as the logo.

Then as it developed, we realised that it needed a name. We love Melvyn and as he is so committed to the recycling programme, we thought why not immortalise him? The alien has a happy face like Melvyn and we thought it was a nice name.

The company collects and exports second hand clothing, working closely with local authorities, schools, charities and the general public for the benefit of people in deprived areas such as Eastern Europe, with efficiency a major watchword of the operation.

Our vehicles go out and collect from various sites using a manual system, before it is baled and exported to Eastern Europe. The whole process takes just three days, so if you decide you want to get aunties old fur coat back, it will be long gone and probably on somebodys back by then, added Poole.

The Stafford-based company won green awards from Staffordshire borough Council in 2005 and 2006 and is to extend its link-ups with schools in 2007 as well as delivering more bags to large companies for collections.

Melvyn the Aliens catchphrase is dont bin it, recycle it and we are going to get more exposure by taking out advertising space on Staffordshire buses. For 2005, we collected about 3,672 tonnes, but Im sure well be topping the 5,000 mark easily this year, concluded Poole, looking forward to 2007.

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