CHICAGO (WBBM Newsradio) – A new regional campaign is encouraging residents across Chicagoland to “feed the cart” and help revive enthusiasm for recycling.
The Feed the Cart initiative, launched by the Metropolitan Mayors Caucus (MMC), is the largest recycling education and outreach campaign in Illinois history. Backed by a $2 million U.S. Environmental Protection Agency grant, the effort unites 280 municipalities across six counties to increase recycling rates by 15% before 2030.
At Monday’s kickoff inside the LRS Exchange recycling facility in Chicago’s Back of the Yards neighborhood, local leaders unveiled the campaign’s mascot, “Loop,” a cheerful symbol of the circular economy and a nod to Chicago’s iconic downtown.
“This campaign is designed to simplify recycling and get people excited about it again,” said Edith Makra, the MMC’s Director of Environmental Initiatives. “Recycling is wildly popular, people want to do it. But we need to focus on what truly belongs in the cart: bottles, cans, paper and cardboard. Those are the materials that can be successfully recycled and turned into new products.”
Makra said the initiative will help reduce “wish-cycling” which is when residents toss non-recyclable materials into bins, contaminating otherwise usable items and driving up municipal costs.
“If everyone puts everything they wish could be recycled into the cart, it leads to lower-quality material that can’t be reused,” she added.
The Feed the Cart campaign will roll out through marketing, social media and community-level outreach, including multilingual education. Clear Channel Outdoor is donating billboard space across major commuter routes, while municipalities and waste agencies will host local recycling drives and demonstrations.
While most communities already offer curbside recycling, the campaign also marks the start of new programs in Posen, Phoenix, and Dixmoor; areas in south Cook County that have historically lacked service.
According to the MMC, the Chicago region collected about 573,000 tons of recyclable material last year; the equivalent of filling Soldier Field six times. But recycling rates have stalled around 30 to 35%, below the national goal of 50% by 2030.
Makra said the campaign’s message is simple: “Recycling works, it’s easy, and we need everyone to do it.”
Residents can learn more and find recycling tips at FeedTheCart.org.