"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."
"We are changing our name because our business has changed, and we choose to be leaders in the growth of resource recovery," said Mike Sangiacomo, president and CEO of Recology, in the press release. "Our industry is no longer about waste management. 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."
Norcal/Recology ranked No. 13 in last year's Waste Age 100, an annual ranking of the largest solid waste management firms.