On April 13, 2011, Toshiba America Information Systems (TAIS), along with other consumer electronics industry leaders, joined the "Billion Pound Challenge", a program coordinated by the Consumer Electronics Association to recycle one billion pounds of electronics annually by 2016. This commitment represents more than a threefold increase over the 300 million pounds collected by the industry in 2010. The intention of the "Billion Pound Challenge", officially known as the eCycling Leadership Initiative, is to show that industry and retailers can be proactive and aggressive with recycling, thereby reducing the need for state recycling laws. Participating in the program are consumer electronics manufacturers, retailers, collectors, recyclers, non-governmental organizations and government at all levels.
The Initiative seeks to improve consumer awareness of the more than 5,000 collection sites currently sponsored by industry; increase the amount of electronics recycled responsibly; increase the number of collection opportunities available; and provide transparent metrics on eCycling efforts. One billion pounds of electronics, if not properly recycled, would fill about 88.9 million cubic feet, equivalent to an entire 71,000-seat NFL stadium.
The consumer electronic industry's best practices will be followed including prohibiting recyclers and downstream processors who dump end-of-life electronics in developing nations. The Initiative's participants support the voluntary implementation of third party recycler certification systems so that the billion pounds is recycled in third-party certified facilities.
A major component of the program will be consumer education, including new online tools and mobile apps, to help make recycling used electronics as easy as buying new ones. The eCycling Leadership Initiative will bolster the number of collection sites by working with state and local governments and charities to establish additional sites.