Rubbish recycling tips: Were you misinformed by the media this week about what you can and can’t recycle?

 This week, whisky lovers and cleaning fanatics were left questioning their shopping habits, from the news that the elaborate packaging on these products makes them are “a nightmare” to recycle. As well as cleaning spray bottles with a metal spring and whisky bottle packaging, Pringles tubes and Lucozade Sports bottles were singled out by The Recycling Association as “villains” of the recycling world.

This advice, however, was somewhat misleading. As several councils were quick to reply, items such as Lucozade bottles, Whisky bottles and cleaning spray bottles can actually be recycled.

 What’s more, we shouldn’t be aiming to demotivate people from engaging in sustainable behaviours. A video on the BBC’s website started with the line: “Did you know… that much of your recycling actually ends up as landfill?”. In fact, landfill is an extremely expensive way of dealing with non-recyclable materials that councils are keen to avoid. For example, Bexley Council avoids sending non-recyclable waste to landfill by sending items to be incinerated to produce Energy-From-Waste. Bexley has the highest recycling rates in London, with 54% of domestic waste being recycled, well above the national average of 44.9%. In a recent survey we carried out, 55% of people couldn’t identify what materials should be recycled. If we are really aiming to encourage sustainable practices at home and in the workplace then we should not be sending out mixed messages or misinformation. While it is important to emphasise the need to make packaging that is more sustainable, let’s not put people off recycling in the process. A brilliant alternative for non-recyclable items is to get creative with reuse. The BBC has suggested some great ways to reuse a Pringles can. At Local Green Points, we incentivise sustainability and wellbeing through rewarding residents involved in our scheme with individual and community prizes for wasting less and recycling more. Local Councils, such as Bexley and West Norfolk work with us to engage residents in better recycling practises. We are also experts at delivering door-to-door engagement campaigns to educate residents. 

So before you believe everything you read, check with your local council what items can and can’t be recycled. You might not need to ditch the whisky just yet…

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Bethany Fruen

Head of Communications

Bethany Fruen

Since joining Jump fresh out of university back in 2013 I’ve seen many changes in the way we communicate – both as a company and more widely within the sustainability industry. The current shift of sustainability to the mainstream is accelerating at a pace and it’s exciting to be part of this step change.  The insight I get from individual participants in our client programmes is invaluable as it helps me figure out the best way to get our messages across.

My team and I use digital communications to recognise individual and team success, providing information in a fun, meaningful way that encourages people to take action. It’s about creating a feedback loop where people see that their actions are having an impact and this is very powerful in creating positive change within an organisation.


Lawrence Mitchell

Change Management

Lawrence Mitchell

I am Chief Customer Officer of SumoSalad, former Chief Marketing Officer at RELX: Risk & Analytics and Founder of RAW Energy. Having worked in publishing for 20 years, living through the first phases of the digital revolution, I’m used to disruption, uncertainty and transformation. But through all of this, my belief in putting the customer at the heart of an organisation by leveraging data analytics has helped multiple brands innovate, evolve and transform. 

I’m a huge advocate for promoting wellness in the workplace which is central to our Jump mission, and created the award-winning RBI Living Well programme. Through my RAW Energy platform, I support business and community leaders to be more resilient, more authentic and more focused on wellbeing.  A regular contributor to marketing, customer experience and wellness forums, I’ve written three books including Success without Stress: How to Prevent Burnout and Build Resilience for Optimal Health & Performance. 

Mark Lance

Finance & Company Secretary

Mark Lance

I helped Graham set up Jump in 2011 and it’s great to be involved in such a dynamic, growing business where I can apply my specialism in corporate compliance to ensure we are meeting our statutory and financial obligations.  I am an associate of the Association of International Accountants (for whom I also act as a quality advisor) and a fellow of the Institute of Chartered Secretaries & Administrators. 

Alongside Jump, I’m a director of Cornhill Group, a corporate service business in London advising the boards of businesses in a wide variety of sectors including shipping, energy, media and aviation, and I’m also a director of a global energy trader. 

Rob Metcalfe

PR & Marketing

Rob Metcalfe

Alongside Jump, I’ve been helping clients get their message across for over 30 years,
most recently as chief executive of Richmond & Towers, the longest
established public relations consultancy in the UK.  A Chartered Marketer,
I’m increasingly helping clients frame their message around sustainability,
particularly in food, waste and energy. The Guardian once described me as being
the “evil genius who got us all hooked on avocados”, a claim I don’t deny.

Since helping Graham get Jump set up in 2011 I’ve enjoyed communicating about a
subject where there is a great willingness among companies and individuals to
do the right thing,  but understanding what practical action to take isn’t
always obvious. 

Graham Simmonds

Chief Executive

Graham Simmonds

As CEO of Jump I lead a talented team of professionals committed to sustainability and wellness.  For much of my 35 year career I’ve been immersed in environmental issues, particularly how to engage people in practical action.  Previously I built Trees for Cities from start-up to a global, award-winning charity as its founding chief executive, and I loved developing new initiatives such as The Edible Playground and the Million Trees Campaign.  

In 2011 I set up Jump as I felt organisations large and small want to motivate action amongst their people around wellbeing and the planet, and a professional team dedicated to this purpose would help them accelerate their journey.  I’m also proud to chair the Reward Gateway Foundation which supports organisations and projects that address inequality and disadvantage, with the ultimate mission of making the world a better, fairer, safer and more equal place to work.