to recycle Retailers will play a key role in a national initiative kicking off this summer to persuade consumers to reduce household waste and get into the recycling habit. The Rethink Rubbish campaign organised by the National Waste Awareness Initiative and launched by environment minister Michael Meacher, aims to challenge perceptions about rubbish being of no use and demonstrate the potential for recycling to produce new products. By displaying the Rethink Rubbish logo and messages on point of sale material, shelf edges, posters and staff literature, retailers across all sectors will provide a consistent national message. "Retail sector co-operation is absolutely crucial," said Meacher. Budgens is going one step further, adding the Rethink Rubbish branding and campaign messages to all of its own label packaging over the next five years. {{NEWS }}