On Earth Day, Sony Electronics (SEL) launched its GreenFill recycling service program

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On Earth Day, Sony Electronics (SEL) launched its GreenFill recycling service program – the nation’s first in-store, drop-box solution sponsored by a consumer electronics manufacturer.

“Sony’s GreenFill program is providing consumers with a convenient, sustainable solution for recycling small electronic products,” said Mike Fasulo, SEL executive vice president, chief marketing officer and corporate social responsibility officer. “We are continuing our commitment to reach our goal of recycling one pound of old consumer electronics equipment for every pound of new products sold.”

Sony’s new Greenfill e-recycle drop boxes provide a convenient way for consumers to recycle small CE products such as cameras at retail.

The program was launched on Earth Day to further encourage consumers to dispose of old or unwanted electronics in an environmentally-safe manner.

GreenFill service simplifies electronics recycling by providing consumers the ability to recycle small electronics – such as cameras, portable music devices, small laptops, cell phones and portable gaming devices – at participating retail locations. It’s a convenient solution that allows consumers to recycle any brand of product at no cost.

The program is an extension of Sony’s Take Back Recycling program and is designed to help build awareness of Sony’s nationwide network of more than 270 drop-off locations where larger Sony-branded electronics will be accepted at no charge and other brands will be accepted for a small fee.

Since last week’s Greenfill launch, 92 retail partners have joined SEL in its goal to make it as easy to recycle small consumer electronics, as it is to purchase them.

Nassim Sarraf, senior specialist, marketing, said many SEL retail partners have jumped on board, because they recognize the program could resonate with consumers.

“Greenfill is a way to show consumers you share the same values … a shared commitment to the environment and a sustainable future,” she said. “At the same time, it’s an opportunity to drive more traffic to their stores and positively impact sales.”

As part of the program, SEL covers the costs of recycling fees and promotional materials, which can be used by dealers for their own promotions. In exchange, the company requires dealers to prominently display the co-branded, e-recycle drop box in store, absorb the costs of shipping the box to Sony-designated recycling locations, promote Sony’s recycling efforts and drop-off locations for larger electronics, and leverage provided materials to educate employees and promote to consumers. All requirements are detailed in a requisite dealer contract.

From Honey Mae Kenworthy, SEL employee communications, and Yolanda Hunt-Boes, SEL dealer communications

Sony also adopted the use of recycled and reused materials in several models of their LCDs, and all are EU Restriction of Hazardous Substances (RoHS) Directive compliant, helping prevent harmful materials, such as lead, from leaching into our ecosystem when improperly disposed while also helping increase recycling and reduce potential chemical exposure from the manufacturing process. And further keeping green in mind, suppliers for products are certified as green partners based on Sony’s stringent standard for chemical substances used in products.

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