DOING GOOD

Recognizing corporate
contributions to community and industry

Norcal's Creative Generosity
by Cathy Nevolo Terrigno

With a resonant splash, Mike Sangiacomo plunged into the depths of the icy swimming pool. Popping up to the cheers of the crowd, he reflected upon how very worthwhile his temporary discomfort would be.

As President and CEO of Norcal Waste Systems, Inc., Sangiacomo heads up the fifth largest solid waste management company in the United States -- and one of the Bay Area's most charitable organizations. His participation in San Francisco's recent Tenderloin Neighborhood Development Corporation's (TNDC) Celebrity Pool "Toss of Fame" earned him the honor of "top tossee," rivaling even famed actor/comedian Robin Williams. Ultimately, Norcal raised $60,000 for the organization's after-school children's program, much of it from employee donations.

As Sangiacomo recalled, "Robin Williams said after the pool toss, 'Who needs celebrities when you've got garbage men?' That comment clearly summarizes my own belief, which I try to practice every day: if everyone takes a little personal responsibility and gives a little of themselves, both in time and resources, our society would be a whole lot better off. And no matter how busy you are, you can always make the time to do something good."

Sangiacomo is no newcomer to supporting important causes. He currently serves as Chairman of the Finance Committee on the Board of Directors of the San Francisco AIDS Foundation -- an organization that raises more than $15 million a year for AIDS research. His philosophy of helping those in need is an integral part of Norcal's culture, and the TNDC fundraiser is just one example of the multiple philanthropic ventures that Norcal participates in throughout the year.

Why? According to Robert Reed, the company's Director of Corporate Communications, "It's a natural extension of the type of work we do; it's basic good will. We want to give back to the community we serve because these people are our customers. We interact with them on a daily basis."

Norcal is the largest employee-owned company in the solid waste industry, providing waste management services to more than 400,000 residential and 50,000 commercial and industrial customers. As Reed explained, Norcal's willingness to support various community programs is also part of the organization's desire to provide a superior level of service, while differentiating themselves from industry competitors. Reed has received up to four calls a day from organizations asking for the company's support. "As owners of the company, our employees are naturally inclined to give back to the community in lots of ways."

Recycle, Reuse ... Educate
With the City of San Francisco's goal of recycling 50 percent of its total waste, recycling education is, naturally, a major theme in Norcal's community outreach efforts. "Such an ambitious goal is a particular challenge in a city like San Francisco," said Reed. "Unlike typical suburban communities where yard waste accounts for 20 percent of total recycled waste, San Francisco has notoriously small yards -- but more than 3,500 restaurants." Restaurant waste makes up a large part of the city's total waste stream, and perishable food waste is more difficult to recycle.

Facts about recycling are presented to children -- a key target of the education programs -- both in the classroom and through tours of Norcal's Transfer and Recycling Station. The transfer station hosts more than 6,000 visitors each year, most of whom are students. "The idea is that as children learn about these programs, they'll be instilled with the importance of recycling and encourage it at home," explained Reed. Norcal also helps teachers set up recycling programs and provides information on litter abatement, smart shopping habits, and clarification on what kinds of materials should be placed in recycling bins.

One of Norcal's most unique recycling education programs that has drawn a lot of national attention is the Artist-in-Residence Program. Norcal provides Bay Area artists workspace, total access to the waste stream, and a monthly stipend. In return, the artists produce a great variety of artwork from recycled materials. The program is a creative effort to focus attention on the importance of recycling and reducing waste.

To accommodate the city's various recycling needs, Norcal has 17 established recycling programs and seven pilot programs around the Bay Area, including: Residential Curbside, Small Business, Christmas Tree, Produce, Commercial Food Waste, Multiple Paper, All Fibers, Paint, Used Motor Oil and Household Cleaning Products, and Construction and Demolition Debris. All in all, Norcal spends thousands of volunteer hours participating in more than 40 charitable and educational events each year, and earns tens of thousands of dollars for the various causes. The result: a model organization, a more educated community and a better business for Norcal.


COATS FOR KIDS - distributes thousands of jackets to needy children. Coats are collected over a two-week period and distributed in a store-like setting -- with personal shoppers to assist each family.

CHRISTMAS IN APRIL - a volunteer program that refurbishes homes owned by elderly and disabled residents; activities include painting, carpentry, plumbing and landscaping; collection companies also donate debris box service to the construction projects.

ADOPT A STREET - a program where residents and business owners pick up litter in specific areas four times a year.

GRAFFITI SUMMIT - a community effort to wipe out graffiti; recycled paint is provided to a volunteer group named "WOW" (Wipe Out Watch).

DINNER AT THE DUMP - raises money for community service projects.

RELAY FOR LIFE, American Cancer Society - a 24-hour relay walk that provides transportation to patients, family support, pays medical bills for special needs, and helps fund the national organization for research.

RECYCLING AND REUSE EDUCATION PROGRAM - through this effort, $50,000 in grants is distributed to teachers who implement recycling and reuse education programs in their classrooms or at their school sites; one element of the program is an 8th grade essay contest promoting recycling; for overseeing this education program, Norcal received the "1998 Gold Award of Excellence" for Best Recycling Education Program in America from the Solid Waste Association of North America.