COMMUNITY SERVICES AND ENVIRONMENT COMMITTEE

 

 

 

 

 

TO:

Mayor and Members of Council

 

 

 

 

FROM:

Stan Bertoia, P.Eng., General Manager, Constuction and Utilities

 

 

 

 

PREPARED BY:

Claudia Marsales, Manager, Waste Management

 

DATE OF MEETING:

June 7, 2004

 

 

 

 

SUBJECT:

3- Stream Implementation - Diversion Target, Bag Limits and Communication and Education Plan

 

 

 

 

RECOMMENDATION:

 

THAT the Report entitled “3- Stream Implementation - Diversion Target, Bag Limits and Communication and Education Plan ” be received;

 

AND THAT Council adopt a waste diversion target of 70% to be achieved after full implementation of 3-Stream collection in 2007;

 

AND THAT the existing 3-bag limit remain until a study can be completed in the Phase 1 area to determine if a bag limit change is required;

 

AND THAT staff implement the communication and education strategy outlined in this report.

 

PURPOSE:

 

The purpose of this report is to provide an outline of the proposed 3-Stream communication and education plan, and establish a diversion target of 70%.

 

BACKGROUND:

 

On April 27, 2004, Council approved the implementation of 3-Stream collection in 2 phases: Phase 1 to start in September 2004 to all residents east of Highway #48; and Phase 2 to the balance of the Town in September 2005.

 

Focus Group input obtained in April

 

In the development and implementation of the 3-Stream waste management system, the 3-Stream Implementation Project Team used information obtained from the previous pilot projects and from Markham residents through two focus group sessions held on April 6, 2004. The focus groups were designed to provide input representing a demographic cross section of Markham residents. 

 

The proposed introduction of a third stream for kitchen organics received universal support as did an expanded blue box recycling program. In addition, setting the waste diversion target at 60% received strong support.  However, the majority of the participants urged Markham to raise the bar above the Provincial target of 60%. Residents provided a number of reasons for suggesting a higher target: Markham is a community that leads, to reduce our dependency on Michigan landfill, save resources, and generally to act in a more environmentally responsible way.

 

The participants expected that a clear communication program would accompany any service level changes and new diversion initiatives. Also, the participants expressed strong interest in being kept informed about the progress and successes of their recycling efforts.

 

Establishing A Diversion Target

 

Diversion targets are an important tool for benchmarking the success of waste diversion programs. The Region of York has set a diversion target of 50% and the Minister of the Environment recently announced a provincial target of 60% diversion of blue box material by 2008.

 

Markham currently diverts 35% of the residential waste stream.  The “Markham’s on a Roll” pilot project demonstrated that a diversion rate of 68% is achievable. The focus group discussions indicated that Markham should set the bar higher to unite the community to work collectively to reduce waste. Table #1 illustrates the potential material diversion.

 

Table #1

Potential Diversion

 

Material

Stream

Current

Diversion

Target

Diversion

Blue Box Material

22%

26%

Curbside Organics

N/A

30%

Leaf and Yard

7%

7%

Depot

1%

1%

Backyard Composting

3%

4%

Grass Ban

1%

1%

Appliance Recycling

1%

1%

TOTAL

35%

70%

 

 

 

 

 

 

Markham’s Waste Diversion Strategy: “Mission Green”

 

Achieving a 70% diversion target will require an aggressive waste diversion program and an effective communication and education strategy. The 3-Stream Implementation Team support naming Markham’s new waste diversion program “Mission Green”. 

 

“Mission Green” will be Markham’s all encompassing plan to divert 70% of our waste from landfill and includes: 3-Stream collection, bi-weekly garbage collection, expanded blue box /bag recycling, leaf and yard material collection, home composting, development of community recycling and re-use depots, and in 2005, expanded multi residential recycling and organics program. To achieve the 70% target, the 3-bag limit and the leaf and yard material collection service level needs to be re- evaluated.

 

3-Bag Limit to be re-evaluated in Phase 1 area

 

In 1997, Markham was one of the first Ontario communities to limit the number of bags residents could place out for collection. The bag limit was instrumental in raising awareness about waste reduction and increasing the Town’s diversion rate.

 

The introduction of 3-Stream collection will further increase Markham’s diversion rate and reduce the amount of waste requiring disposal. With less material in the garbage stream, set outs should be re-evaluated to determine the appropriate bag limit. Staff are recommending that the 3-bag limit remain in place until a study can be completed in the Phase 1 area in 2005. As requested by Council on April 27.2004, staff will report back prior to implementing Phase 2 on the bag limit issue.

 

COMMUNICATION AND EDUCATION

 

An effective communication and education plan will be critical to the success of “Mission Green”.  Residents must be made aware of the program, the 70% diversion target, why it is being implemented, when it will start, how to participate. Residents have indicated they want to be provided with feedback on how their efforts are benefiting their community and the environment. Components of the communications plan will include:

 

1.                  General Waste Management Public Information Meeting                       June 2004

2.                  Re-route information- door hangers                                                       June 2004

3.                  Town wide newsletters                                                             June 2004

4.                  “Mission Green” launch by Council                                     June 2004

5.                  Newspaper advertising                                                             on going

6.                  Website and Hot line                                                                            June 2004

7.                  Special Event Presentations                                                                   on going

8.                  Community Information Meetings across wards for Phase 1                   July/August

9.                  Delivery of containers and instructions/education material                       September 2004

10.              Call Center support                                                                              on going

11.              Truck signage and signs on OMG bins                                      August 2004

12.              Feedback/survey information                                                                October 2004

 

Initial Public Information Meeting

 

An initial public information meeting is planned for June 2004 in the Council Chambers.  This meeting will be held to provide all residents with a history of waste management in Markham and to provide a forum to discuss the waste management issues impacting Markham and the Region.  Markham’s “Mission Green” program will be introduced Town-wide.

 

The public information meeting will be advertised Town-wide through the Economist and Sun, the Town web page, and posters located at the Civic Centre, recreation facilities, libraries, and recycling depots.

 

Town Wide Newsletter

 

An initial waste management newsletter has been developed and will be mailed to every Markham household in June 2004. The newsletter will introduce “Mission Green”: including 3-Stream program information, general waste diversion tips, and a pullout section containing the revised 5-day waste collection schedule. Future newsletters are planned to provide residents feedback on the progress of their efforts.  

 

Official Launch of “Mission Green”

 

Markham’s official launch of  “Mission Green” is tentatively scheduled for the week of June 21, 2004.  Staff are planning to have Council launch the program at a residence in the Phase 1 area. A media release will be widely distributed to all print, radio and television media by the Corporate Communications Department.

 

Newspaper Ads

 

The Markham Page in the Economist and Sun will be used for all “Mission Green” notices and reminders for Phase 1.  As required, notices and ads will be inserted in the Economist & Sun, the Thornhill Liberal and the Ming Pao and Sing Pao community newspapers.  Staff will work with the papers for articles and editorial opportunities.  This communication medium will be used to provide Markham residents with feedback and updates on “Mission Green”.

 

Community Information Meetings in Wards 4, 5, 7

 

Community Information Meetings will be arranged in Ward’s 4,5, and Ward 7 prior to the delivery of the organic containers to provide Phase 1 residents with detailed information about the new program and to discuss issues and concerns residents may have.  Staff will work with the local Councillors in these Wards to organize the meetings.

 

 
 
 
Web site and Hot line

 

A dedicated web page will be created to provide information on “Mission Green” including do’s and don’ts, FAQ’s, general information, trouble-shooting tips, and updates on program successes.

 

The web page will include an electronic forum to allow residents to submit ideas and comments on the Town’s waste management initiatives.  Waste management staff has consulted with Corporate Communications and Information Technology staff to confirm that the infrastructure to develop and maintain this electronic forum exists within the Town and will be ready in conjunction with the Phase 1 launch. 

 

The Waste Management Department will work with the Contact Centre and the ITS Department to investigate the possibility of creating a “Mission Green” 24 hour hotline to provide residents dedicated information about the program via telephone.

 

Special Events

 

Staff will be hosting booths at the Unionville Festival, the Milliken Mills Children Festival, the Markham Home Show, and the Markham Fair, and the Thornhill Festival.

 

Organic Containers to be delivered week of September 6, 2004

 

Every Phase 1 household will receive one container kit during the week of September 6, 2004.  Each container kit will be comprised of one green curbside cart, one kitchen bin, and an instruction package with printed information on how to participate, which materials are acceptable and which are not, and list of frequently asked questions.  An innovative feature of this information kit will be the inclusion of an instructional CD, which is being developed by Norseman Plastics. 

 

FINANCIAL CONSIDERATIONS:

 

The 2004 Waste Management Capital Budget includes $128,800 for the 3-Stream Phase 1 communication and education program.  To reduce the financial cost to the Town, negotiations are underway with the Region to request funding assistance for the communication and education program. 

 

ENVIRONMENTAL CONSIDERATIONS:

 

An effective waste management communication and education program will raise community awareness about “Mission Green” and will help enhance Markham’s environmental leadership position by helping it reach its 70% waste diversion goal.

 

ENGAGE 21ST CONSIDERATIONS:

 

An effective “Mission Green” waste management communication and education program will help ensure success in reaching 70% waste diversion and will help position Markham as a high quality community with strong community awareness and involvement.

 

BUSINESS UNITS CONSULTED AND AFFECTED:

 

The Corporate Communications Department will be resourced on all aspects of the communication plan. The Information Technology Services Department will be resourced to develop the electronic waste management forum, and “Mission Green” web page. The Contact Center and ITS will be requested to develop the hot line.

 

 

 

 

 

 

Stan Bertoia, P.Eng.

General Manager of Construction and Utilities

 

Peter Loukes, P.Eng.

Director of Operations and Asset Management

 

 

 

 

 

 

 

 

 

Jim Sales

Commissioner of Community and Fire Services

 

Q:\Commission Share\Operations and Asset Management\Reports\2004\C & U\Mission Green report.doc