Paper Round has announced that the company will be changing its name to Recorra.

The change is a recognition that the company has long moved beyond the collection of paper and is a leading commercial full-service waste and recycling provider, helping drive sustainability at some of the most prestigious sites in London and the South East.

The word ‘Recorra’ is derived from a combination of recycling, ecology and terra (the Earth). It was chosen to reflect the role that the company and its customers play in helping tackle the current environmental crisis through best practice recycling and waste management.

Paper Round currently trades using the brands Paper Round, Brighton Paper Round, and BPR Group, and has also recently purchased Reef Environmental. All brands will be retired and replaced by Recorra in November.

To further emphasise the change, the company is also introducing the strapline ‘Real Recycling’. This covers improving environmental outcomes through delivering higher quality recycling, minimising the impact of vehicle movements, reducing carbon emissions, engaging with staff to reduce waste, and the wider social impact of the business.

Bill Swan, Managing Director, commented: “After a number of significant client wins, we are in a period of exceptional growth, at a rate unprecedented in the company’s 30-year history. This new positioning will simplify our branding, allowing us to innovate faster and reflects where we are going as a company. We are proud of our independence: we are one team, with one new name, driving real recycling.”

The formal transition will take place in early November, but the new name was introduced in some communications and materials from 15 June. This will allow existing assets to be used up in the normal course of trading before the formal change, eliminating waste from the transition.