An article in the New York Times (March 23, 2012) describes plans by Coca Cola to recycle 100 % of its cans by 2015 and by Starbucks to enable paper cup recycling at 100 % of its outlets by 2015. Similarly, Stonyfield Yoghurt offers recycling collection for its plastic yoghurt containers at Whole Foods – these cups are then converted into toothbrushes or razors. The article claims that manufacturers offering their own product recycling choices decreases the load on local municipalities and helps sustain local government during the current economic stress. Will this shift to individual manufacturer collection increase the level of recycling due to competitive benefits ? Will the absence of a common pooled collection put smaller manufacturers at a disadvantage ?