Pickering, ON, October 23 - At a recent Council Meeting, City of Pickering proclaimed October 19 - 25, 2009 as Waste Reduction Week (WRW).

Pickering is one of many municipalities across Canada that celebrates this annual initiative, which aims to increase awareness about resource consumption, waste reduction and diversion.

"Waste Reduction Week is an integral part of our sustainability journey," said Mayor Dave Ryan. "If we are to realize our goal of becoming the most sustainable municipality in North America, we must both lead and inspire others in the community to avoid unnecessary waste. If it cannot be avoided, we must be vigilant in reducing and/or diverting the waste that we are generating."

Pickering kicked off WRW week by partnering with the Region of Durham for a successful Household Hazardous Waste Collection Event. "We were very pleased with the response; in 4 hours 484 vehicles dropped off hazardous waste" said Michelle Pongracz, Coordinator Environmental Awareness Programs for the City of Pickering.

Further activities include launching a used Cell Phone collection program in partnership with the Toronto Zoo. Get Spotted opportunities and a Waste-free Lunch Day are also planned. To engage the youth, Pickering schools were encouraged to participate in WRW. Those that made the commitment received Pickering's Eco-Kids wristbands, which were made from 98% recycled material.

"WRW is a great short-term blitz but over the long-term we've been expanding recycling in our parks and complimenting recycling efforts in facilities with the addition of green bin collection in eleven municipal buildings," commented Ms. Pongracz.

For waste diversion ideas log on to sustainablepickering.com. While there visit the Eco-Kids’ Zone. It’s a great resource for kids, parents and teachers with environmentally focused activities that are fun and educational.

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As the gateway city to the east GTA, Pickering (population 94,000) is strategically located where Toronto, York and Durham Regions meet. Pickering is an affluent community that is steeped in history, natural beauty and small town charm with all the amenities and services that a big city has to offer. The City of Pickering is considered a municipal leader in fiscal management, service delivery, sustainability and the environment; and offers a wealth of sports, leisure and recreation opportunities to its residents. Pickering has been recognized by Profit magazine as one of the ten best cities in Canada for growth companies and received the 2008 FCM-CH2M Hill Sustainable Community Planning Award.