People who recycle could win a £10 shopping voucher under a new drive by the city council that encourages residents to not send their waste to landfill.
Around £800 of “rewards” are to be issued by council staff to people that use its recycling services.
Officials will be handing out the vouchers across the city during the first two weeks of the campaign, which focuses on paper and packaging and got underway yesterday.
Later weeks will provide incentives for all other types of recycling, including kerbside collections and garden waste.
Councillor Robert Aldridge, the city’s environment leader, said: “This is the first time we’ve trialled an incentive scheme covering all materials across the whole city.”