Summary
In 2002 Shields Environmental launched the first national mobile phone recycling program. In addition to having significant environmental benefits, the project has also helped Shields Environmental to solidify its relationships with major mobile companies and has generated significant business for the company

Background
Shields Environmental has been supporting the telecoms industry with environmental management solutions and recycling support for over 25 years. It offers financially beneficial, systematic approaches to deal with the safe treatment of all types of network equipment and mobile phones and provides pre-owned network equipment and handsets to clients globally.

Awards: Business in the Environment Index (BiE) ranked 2nd of 206 companies in the 6th BiE Index (2002) ranked first in its category in the 7th BiE Index (2003)

How they do it

• Environmental Management System. In line with its focus on environmental protection, Shields has developed an Environmental Management System (EMS) certificated to ISO 14001 and registered with EMAS, the European Eco-Management and Audit Scheme.

• First mobile recycling program. In 2002 Shields Environmental PLC launched 'Fonebak', the world's first mobile phone recycling scheme with the endorsement of all the country's mobile network providers, major retailers and the government. Building on its recycling, logistics and global remarketing expertise, Shields offers a service that anticipates the requirements of the EU's Directives on waste electrical and electronic equipment (WEEE) requiring mobile phone producers and distributors to take back and recycle handsets and accessories from 2004. The nationwide scheme is already processing over 130,000 phones each month. Phones are rigorously tested to determine whether they will be re-used or processed for materials recycling. The aim is to reuse as many phones as possible to minimise environmental impact. Phones that are suitable for reuse are resold into world markets that could not sustain the price of a new phone, often bringing telephone communication to some of the remotest parts of the world.

What impact it has

• Employees: Shields has created well-paid jobs with excellent training and development opportunities in a geographical area seeking regeneration.

• Customers have received a cost-effective solution to demanding future European environmental legislation, while protecting and enhancing their corporate image.

• Global consumers receive a product at a quality standard and price to suit their own market economics.

• Environment: potentially hazardous waste is diverted from landfill and the energy-intensive equivalent mining of scarce metals is avoided.

Business Benefits

• Building business relationships. The 'Fonebak' initiative further cemented Shields' business relationships with mobile phone network providers while also creating a significant business in its own right. The project has also enhanced Shields' reputation and that of its large business clients and provided the foundation for expansion into a number of other European countries.

• Positive media coverage. Media interest in the project has had a positive impact on staff morale, while generating interest from organisations outside the initial 'Fonebak' sponsors, including large retail chains, major corporations, and a range of charities.