Waste Recycling Group (WRG) and Northamptonshire County Cricket Club announced their Working to Sustain the Next Century campaign 3 years ago..

WRG teamed up with the Northants players to promote the campaign by handing out strawberry seeds. There was an inter-school strawberry plant growing competition to promote the message of sustainability to local young children. The children competed against other schools and year groups to see who could grow the largest strawberry!

The relationship between WRG and Northants Cricket will bring wider environmental benefits. WRG has carried out an environmental audit for Northamptonshire CCC at the County Ground, and this was shared with more than 1,000 clubs officially involved in the NatWest CricketForce 2008 competition. The auditors made many suggestions that will help clubs address the most important green issues, including waste and resource management.

Andy Ryan, WRG’s Commercial Director, explained the thinking behind the Working to Sustain the Next Century campaign:

“It is vital for all of our futures that we help children to understand the need for a more sustainable approach to how we live – keeping healthy, caring for our environment and making the most of our resources. What better way to grab kids’ attention than by linking the message with something they really enjoy doing?

“Our strawberry challenge is important because it embodies some of the key aspects of sustainability – the logistical and practicality of growing the plant, the fruit’s seasonalility and fruit’s benefits to healthy eating.” explained Andy.