What’s in a name?

Norcal Waste Systems of Butte County has officially changed its name to Recology Butte Colusa Counties to show its commitment to resource recovery and composting services.

The San-Francisco-based corporation Norcal Waste Systems chose the name Recology because it has roots in environmentalism and ecology. A new rallying cry, “WASTE ZERO,” was also adopted.

“Our industry is no longer about waste management, it is about waste zero,” said President Mike Sangiacomo. “And our new name, Recology, will help us move away from the mentality of disposal to a mandate to use less of what we have and get more from what we use.”

The name-change signals 89 years of waste management for the company, which is known as one of the nation’s first urban recyclers.