Keep Britain Tidy merges with Waste Watch to boost recycling

Environmental charity organisations, Keep Britain Tidy and Waste Watch have merged following a year-long strategic alliance, in an attempt to project a "stronger unified message".

The merger is the result of Keep Britain Tidy's plans to drive forward its recycling strategy ahead of the launch of its government endorsed 'Love Where You Live' campaign, on September 19.

In a statement released Tuesday (August 2) the two organisations said the decision, taken by both trustee boards, will see the two charities work under the trading name Keep Britain Tidy, although both brand names will be retained.

As a result of the merger, Keep Britain Tidy's experience in campaigning will be combined with Waste Watch's practical and educational sustainable living advice to allow both organisations to grow and promote their messages more effectively, and to a wider audience.

Head of communications for Keep Britain Tidy, Sam Jarvis said:" There are various ways the two organisations complement each other as there are many links between the programmes.

"It was decided that the two boards could be stronger together, as there are certain expertises that can be shared, such as the phasing out of Defra grants and expertise in campaigning and sharing of networks."

"Financially, it is also beneficial as the two organisations often chase the same sources of funding", added Mr Jarvis.

Under the terms of the merger, Phil Barton will replace Waste Watch chief executive Stewart Crocker, who will continue to support the merged organisation as a consultant during its period of transition.

Mr Barton said: "This merger is an exciting development for us. There is a clear link between the issues of litter and local environmental quality and the wider waste, recycling and sustainability agendas, as the Government recognised recently in the Waste Review, so bringing the two organisations together is an important and positive step forward."

Meanwhile, Mr Crocker said the merger marked a "momentous occasion" for the two charities, which have made "significant contributions to the way we view waste and litter over the years", and that both organisations felt the merger would help to increase the impact of its environmental message.

The merged organisation will keep its current its Keep Britain Tidy office in Wigan and the Waste Watch office in London and no redundancies have been planned following the merger.

A review is set to take place later this year, with a new strategy and business plan expected to be published in April 2012.

Carys Matthews


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