The ABCs of Recycling Education

Kent Kiser is associate editor of Scrap Processing and Recycling

Debbie Hill is not a celebrity, but she gets her share of fan mail. As the recycling education coordinator for Steiner-Liff Iron & Metal Co. (Nashville, Tem.), she receives letters that rave, "You are fantastic to care so much about this planet to teach others how to take care of the world" and "You have made all of us aware of our responsibilities."

The letters come from children and adults, ages 5 to 90, from such diverse organizations as the Boy Scouts, the Tennessee Environmental Education Association, and the Jewish Community Center of Nashville. In her 18-month tenure with Steiner-Liff, Hill estimates that she has spoken with more than 20,000 people--all potential recyclers.

Recycling education has become immensely popular in the last few years. Closing landfills, heightened awareness of environmental degradation, and the growth in municipal recycling programs have created a huge demand for recycling information. Earth Day 1990 also stimulated public interest in how, what, where, and why to recycle.

Scrap processors, the nation's original recyclers, have helped meet this demand by launching innovative recycling education programs. These programs provide basic information about recycling to the public while showing how the scrap processing industry has been recycling effectively for a century. In the process, such programs foster a positive corporate image for scrap processors and can even increase scrap volumes, among other benefits.

These efforts are a "stepping out" for the scrap industry. Until recently, public relations-or rather public exposure-was not a high priority for many scrap processors. Now they realize that it is in their best interests, and in the best interests of their communities and the nation, for them to get involved.

"Thank you for coming to our den meeting to tell us about recycling," one Cub Scout wrote to Debbie Hill. "It was very interesting. We learned a lot, and I have started saving cans, Coke bottles, milk jugs, and glass jars."

It is a cliche that children are the world's future, but like many cliches it is true. Children do not generate most of the world's waste--adults do. But to Debbie Hill, a child development specialist with a master's degree in education, children present the best opportunity for making the most long-term change when it comes to recycling. Most adults have learned unsustainable habits that are hard to change, but she asserts that "recycling is a habit we can all learn."

Perhaps the best way to educate adults is through their children, Hill says. "Kids can really be agents of change in their families." After hearing Hill speak, for example, one child returned home and said, "Hey, mom, you know what we can't buy anymore?" Adam J. Liff, the company's president, says, "The most gratifying result of our education program is when parents tell us their kids are teaching them to recycle. We believe that change begins with the next generation."

Hill teaches her pupils that "recycling is an everyday activity, not just another lesson to study in school.” Instead of teaching the traditional three R's of education, she talks about the new three R's--reduce, reuse, and recycle. One goal is to teach children the practice of waste reduction. She tells them, for instance, that they can reuse plastic sandwich bags, use cloth towels instead of paper towels, and bring a thermos and lunch box to school instead of juice boxes and a paper bag. Parents can encourage these efforts and also establish a home recycling program and start “buying green,” which will stimulate demand for recycled products.

Hill motivates children by making recycling lessons fun with word games, crossword puzzles, and coloring sheets. They can even sign a "Waste Away Contract" in which they pledge to recycle. Kids enjoy the "detective mentality" of recycling and make a game out of figuring out what is recyclable, she says.

These opportunities give Hill the chance to describe Steiner-Liff's role--and the role of all scrap processors--in the recycling process. Though kids are mainly interested in household recycling, she tells them that everything from aluminum cans to appliances to cars can be recycled. Through slides, videos, and bus tours of Steiner-Liff’s 45-acre plant, she shows children and adults alike what materials the company processes, how the firm's equipment operates, and how recyclables flow into and out of the plant. Children especially marvel at the shredder--in part because it is so powerful and large and in part because one of the enemies of the Teenage Mutant Ninja Turtles is named Shredder, Hill laughs. She loves to see the "ah ha" look of discovery and excitement in the children's eyes. One third grader wrote, "We really liked the program that you showed us (especially the computer). The magnet, boy was it big. And we really enjoyed the games and puzzles you gave us in our packet. Oh, almost forgot, you taught us how to recycle!”

Hill also speaks to garden clubs, fraternal groups, parent-teacher organizations, senior/retirement groups, professional associations, and others. At each presentation, she explains how Steiner-Liff has recycled scrap materials for 76 years and how scrap processors are expanding their operations to handle postconsumer recyclables, helping the nation solve its solid waste problems. Her talks not only elicit some long-overdue recognition for the scrap industry, but they dispel two myths that often discourage adults from participating in the recycling chain.

Myth: Recycling is too much trouble and takes too much time.

Fact: Hill estimates that it takes a family of four only three minutes a week to separate its scrap materials for recycling. And in the Nashville area, there are 25 drop-off sites, including Steiner-Liff, making it convenient for all residents to drop off their recyclables.

Myth: One person won't make a difference.

Fact: Just as a journey of 1,000 miles begins with a single step, recycling 1,000 tons of aluminum begins with a single can. Hill estimates that Nashville’s drop-off sites are diverting approximately 350,000 pounds of recyclables per month from the waste stream. "If everybody didn't do their part," she says, "none of this would happen.”

Hill sees herself as a catalyst, one who provides information that empowers individuals and groups to initiate their own recycling activities. She is currently working on training people in communities outside of Nashville, disseminating recycling information. As someone who previously was involved in grassroots activism, she praises Steiner-Liff for voluntarily doing something good for its community. The company supported recycling education when the city of Nashville was unable to do so, and the move has meant positive corporate exposure for Steiner-Liff as well as an expanded customer base. Hill points out, however, that "this is a community service initiated by Steiner-Liff, not a public relations campaign."

The company’s recycling education program has been successful so far, and Hill is enjoying herself. "Recycling is the way of the future, " she asserts. "It gives everybody an opportunity to be a part of the solution.”

A bumper sticker asks, "I Have Recycled This Week. Have You?" A small round sticker proclaims, “It’s Always Time to Recycle."

These promotional tools are part of the recycling education efforts of Macon Iron & Paper Stock Co. Inc. (MIPSCO) (Macon, Ga.). Like Steiner-Liff, the company has hired a recycling education coordinator, Kathy Jackson, who has been with the Company since June 1990. Jackson gives Plant tours every Thursday, makes presentations to civic organizations and schools, and works with towns in the Bibb County area that wish to establish their own recycling programs.

Jackson also helped launch MIPSCO's "Recycling for Education" contest, held during October, November, and December for grades K through 12 in Bibb County and surrounding areas. Each month, the school with the highest dollar value of recyclables collected per student won $1,000, with second place getting $200 and third place receiving $100. Students and their parents collected aluminum cans, glass containers, plastic soda bottles and milk jugs, newspapers, clean white paper, steel food cans, and small quantities of copper, brass, aluminum, stainless steel, and radiators. Individuals who wished to be paid for their scrap could still have the amount credited to the school of their choice.

"The kids were so excited," Jackson says, "they didn't know when to stop." A few students wanted to know if they could recycle their shoes. "They don't understand yet that it's not feasible to recycle everything." It is essential, Jackson notes, to ensure that teachers are excited and cooperative because their influence can make or break the recycling education efforts in a classroom.

Beyond the environmental benefits of recycling, MIPSCO's contest has reminded the schools that recycling can be an effective fundraiser, helping them finance teams, clubs, equipment, field trips, and other programs. As an extra incentive, MIPSCO pays schools and community groups a premium price for their recyclables. Participating in recycling drives can also give kids an important sense of contributing to society, of doing something responsible" and "adult."

Brochures and flyers are an integral part of most recycling education programs, and MIPSCO's program is no exception. The company publishes a brochure titled "Recycling: As Easy as 1-2-3," with step one being "set up containers," step two "deposit recyclables," and step three "deliver to MIPSCO." The company benefits from such promotional efforts by getting the scrap story out and by developing new, regular customers. The customers benefit by receiving money for their recyclables. In addition, the community benefits by reducing its landfilled waste. You could call recycling education a win-win-win relationship.

MIPSCO also assists the community by supporting the Keep Macon-Bibb Beautiful Commission and serving on the commission's recycling committee, which meets monthly to discuss ways to increase public awareness of recycling.

"When there are no dark comers, people aren't scared."

That is Gerry Wiebe's dramatic way of describing how education can dispel the misconceptions that deter adults from recycling. "Education makes problems disappear through knowledge," says Wiebe, plant manager, Vancouver paper stock division, Paperboard Industries Corp. (PIC) (Vancouver, British Columbia).

PIC, reportedly the largest paper recycler in Canada, has made customer education a key part of its operations, instituting a comprehensive preeducation, continuing education, and reeducation process. In fact, the company will not accept a new client unless it consents to participate in training programs.

PIC collects scrap paper from office towers, small businesses, and retail/shopping centers, recycling the recovered paper into such products as linerboard medium, gypsum liner, and containerboard. After accepting a new customer, PIC first gives the building manager a booklet that describes the collection program and provides sample memos for notifying tenants. An assembly of all interested parties is scheduled, and a PIC representative makes a preeducation presentation, discussing the mechanics of the program, explaining paper grades and how to recycle them, and encouraging attendees to buy recycled paper products. PIC employs three full-time educators--one for cardboard, one for office paper, and one telephone information specialist--and an additional part-time office paper educator.

Next, PIC personnel meet with the client's janitorial/maintenance contractors to tell them how the collection system works and who to call if there are problems. Throughout the year, PIC representatives visit all customers at least three times to update new tenants and provide continuing education. The company carefully examines the paper collected from each client, looking for contaminants or mixed loads. Problem customers are notified and must undergo a reeducation process.

These education efforts are part of the company's larger focus on customer service, which Wiebe predicts will be more important to customers than price in the 1990s. Educated clients create a more profitable recycling program, he says. PIC instructs clients how recycling can be more profitable and less difficult than waste disposal. Ideally, any profits will trickle down from a building's management to the tenants.

The end result? Profits for all parties and fewer dark corners for people to fear.

William Lipschultz, general manager of Gus Holman Co. (Sheboygan, Wis.), has taken recycling education to the street ... literally. His Recycle-mobile is a gray-and-black, educational-and-promotional tool on wheels. It is part of a larger recycling education campaign started in 1990 by the company's parent, Sadoff & Rudoy Industries (Fond du Lac, Wis.).

Lipschultz donated his car to the recycling cause in honor of Earth Day, and he has used the car ever since to spread the word about his company and scrap recycling in several Wisconsin cities. In 1990, the car, whose license plate reads "SR IND," appeared in a Labor Day parade and six Christmas parades. During parades, an employee dressed up as "RecycleSaurous" walks ahead of the Recycle-mobile as employees' children pass out recycling games and information to people in the crowd. The children all wear red sweatsuits that sport the company name and logo.

Sadoff Iron & Metal Co., another Sadoff & Rudoy division, sponsored "scrap floats" in several of the parades, one of which won first prize in the Fond du Lac children's Christmas parade. The float featured a snowman made of scrap tires, a Christmas tree composed of used beverage cans, and a horse made from a steel drum and sheet metal, with brass shavings for a mane and tail. Such participation brings scrap processors further into the mainstream of community life and nurtures goodwill, while showing that they are assets to their communities.

In 1990, Gus Holman Co. also hosted approximately 20 students from the Pigeon River Elementary School, located across from the company's plant. The students visited five times--first for a general tour, with return trips to study the baler, the shear, and the cast iron and nonferrous operations. After each visit the students wrote reports on what they had seen and learned.

Sadoff & Rudoy and its divisions have received front-page coverage in several local newspapers for their efforts, not to mention numerous requests for information. The company provides lesson plans, class project information, posters, bookmarks, and other materials to numerous local schools and organizations.

Lipschultz is brainstorming other uses for the Recycle-mobile in 1991, such as filling it with empty beverage cans and holding a guessing contest. The winner would win soft drinks provided by a local bottler. The cat will surely be on a roll in the new year, Lipschultz says, appearing at shopping malls and in parades. "So far it has worked very well for us," he concludes. "The best part is the enthusiasm and active participation of our employees and their families in all Recycle-mobile activities."

Recycling education programs show the positive effect private businesses can have on the children and adults in their communities.

For schools, private businesses--such as scrap recyclers--are viewed as the nation's “education safety net,” according to the U.S. Chamber of Commerce's Center for Workforce Preparation and Quality Education (Washington, D.C.). Add to that a 1990 Roper Organization poll, which indicated that 72 percent of Americans strongly support increased involvement by business in all levels of education to compensate for the federal government's failings. "Education is an important component of the private sector's involvement in what increasingly is becoming a public sector concern," says Steiner-Liff’s Adam Liff.

Education in general can produce informed adults, who make better citizens, employees, and consumers. Recycling education is a part of that big picture. Through its employees, resources, and ideas, the scrap processing and recycling industry can play a significant role in creating a better tomorrow. As Liff observes, "Being a part of the recycling education process helps to make sure that the public understands the importance of markets and the role of private recycling companies."

What’s filled with games and cartoons, printed in fluorescent yellow, green, and orange, and teaches children about the scrap industry?

“The Scrap Map,” published in October 1990 by the Institute of Scrap Recycling Industries (ISRI).

“The Scrap Map,” designed for students in grades K through 6, explains the scrap recycling process through word games, diagrams, coloring opportunities, and more. The guide not only points out the environmental benefits of recycling but also shows students that recycling can be profitable for themselves and for their communities, schools, clubs, and teams. The publication also introduces tomorrow’s leaders to the scrap processing industry, setting the stage for them to be wise recyclers--and potential scrap customers--in the future.

“The Scrap Map” is part of a larger education effort planned by ISRI’s public relations committee. “One of the committee’s major initiatives is to mount a more rigorous public education program for scrap recycling,” says Evelyn Haught, ReMA public relations director.

A complete teacher's kit--which includes a copy of "The Scrap Map," a 10-day teaching guide, an environmental poster with bulletin board suggestions, ReMA brochures on metal and paper recycling, a copy of the booklet "Scrap: America's Ready Resource,” and a list of ReMA chapters and contact persons--is available to ReMA members, schools, libraries, and nonprofit organizations for $5. The cost to for-profit nonmembers is $10. Student copies of "The Scrap Map" are also available in packages of 30 for $15 or 50 for $25 to members and nonprofit groups; for-profit nonmembers are charged $30 for 30, $50 for 50. For more information, contact the ReMA Publications Order Department, 1627 K St. N.W., Suite 700, Washington, DC 20006; 202/466-4050.

There are thousands of ways for scrap processors to support recycling education and education in general. Here are a few examples of how some processors have gotten involved.

In 1988, National Metals Co. (Phoenix, Ariz.) found that the poor English skills of its Spanish-speaking employees were hindering day-to-day business at its Tucson plant. To improve communication on the job, the company sponsored on-site English classes. Not only did the classes increase the company's efficiency, they helped employees meet an immigration amnesty requirement of 30 hours of English instruction.

Midwest Iron& Metal Co. Inc. (Hutchinson, Kan.) held a community "Cash for Glass" campaign in cooperation with the MidAmerica Glass Recycling Program and the Hutchinson Jaycees. The groups declared Oct. 19 to Nov. 19 "Glass Recycling Month" and gave $100 to the organization that turned in the most glass containers.

For years, Southeast Recycling Corp. (Marietta, Ga.) distributed a 16-page coloring book titled "The Life of Mr. Newspaper," which follows a newspaper from home delivery through the recycling process to home delivery again. Now, to help citizens "Reuse the News," the company offers an array of mazes, bookmarks, notepads, coloring sheets, connect-the-dots, and word jumbles for children, as well as a seven-step paper recycling guide for adults.

Annaco Inc. (Akron, Ohio) created a moveable display that shows common products made of ferrous and nonferrous metals. Ron Accuardi, Annaco's senior trader, says the display is one of the company's best educational tools for showing kids which everyday items are recyclable. In addition to being registered with the local speakers bureau, the company participates in the annual Recycle With Ohio Zoos program, which promotes recycling and wildlife conservation.

Several scrap processors have returned to their education stomping grounds to give something back to the new generation of students. Doug Kramer of Spectrum Alloys Inc. (Los Angeles), for example, has spoken at his alma maters--La Serna High School and Whittier College (both in Whittier, Calif.)--to discuss the recycling process, the role of the scrap processor, and the importance of buying recycled products. "Scrap education really starts at school," he says. "That's where it does the most good."

Valley Metals Inc. (Logan, Utah) gets involved in its community by taking collection bins to different locations to help local groups, such as parent-teacher organizations, or to raise funds to assist physically impaired citizens. The company also sponsors media coverage of local sports was. This activism reportedly increased the company's customer volume more than 400 percent last year.

Southern Foundry Supply Inc. (Chattanooga, Tenn.) is promoting the recycling of aluminum beverage cans and plastic soft drink bottles and milk jugs in Atlanta through a joint venture with the Coors Brewing Co., Turner Broadcasting Systems, and the Atlanta divisions of Kroger food stores and the Coca-Cola Bottling Co. Southern Foundry Supply's Union City, Ga., division will process the collected materials so they can be marketed to an end user. The company also helped produce an environmental education packet that informed Atlanta school administrators, teachers, and students about Kroger's recycling centers and described how to establish in-school recycling programs.•

More and more scrap processors and recyclers are offering recycling education programs, disseminating information that is helping their communities, their industry, and the nation.