San Francisco-based Norcal Waste Systems has changed its name to Recology.

“Recology, with clear roots in words like recycling, renewal, reuse and reduction, signals that the company will be leading the evolution of the industry — eliminating waste from the vocabulary of consumer and industry alike,” said a company press release announcing the change. “The new name, Recology, supports the company's unique record of success in driving resource recovery and composting services to unparalleled levels.”

“Our industry is no longer about waste management,” said Mike Sangiacomo, president and CEO of Recology, in the press release. “It is about zero waste and our new name, Recology, will help move us away from the mentality of disposal to a mandate to use less of what we have and get more from what we use.”

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