WRAP has launched programmes in Wales to increase recycling rates for food, electrical and electronic equipment and textiles.
Chief executive Liz Goodwin (pictured) told the WRAP Cymru conference in Cardiff that the programmes would run until March 2018, backed by almost £9.5m in Welsh Government funding.
The food waste prevention, sustainable products and resource management programmes would help to keep Wales at the forefront of UK recycling, she said.
Goodwin told delegates: “The programmes are designed to deliver a circular economy for Wales, because we believe that Wales has the potential to become the first truly circular economy.”
She noted that Wales recycled 56% of its municipal waste in 2014-15 and was on target to recycle 70% by 2025.
“Wales is still the only nation in the UK with statutory recycling targets for municipal waste, and the only country in which every single local authority provides a separate food or food and green waste collection for its residents,” Goodwin said.
The food waste programme would work to minimise the carbon and water footprints of Welsh food and drink producers, and seek to persuade consumers to change their shopping, cooking and eating habits to reduce food wastage.
It would also be used help tackle obesity and so relieve pressure on the NHS.
The sustainable products programme would aim to secure circular electrical and textiles economies for Wales, while the resource management work would concentrate on getting the best value from natural resources.