Rock the Green, Veolia Environmental Services amplify partnership in 2012

02/3/12  • Waste
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Sponsor confidence in near-zero waste music festival continues for second year

MILWAUKEE – February 3, 2012 – Rock the Green, the Midwest’s near-zero waste music festival, announced today that Veolia Environmental Services will return as the title sponsor for the event’s sophomore year. Rock the Green, a nonprofit with a results-based model for minimizing environmental impact, will bring a world-class concert and an interactive sustainability experience back to Veterans Park on Saturday, September 15 from 2 to 9 p.m.

“Our confidence in Rock the Green’s model made returning as its title sponsor an easy decision,” said Jim Long, president and CEO, Veolia ES Solid Waste, Inc. “Veolia remains committed to helping Rock the Green cultivate Milwaukee’s reputation as a national environmental leader, while pioneering a new standard for near-zero waste festival goals.”

Veolia Environmental Services will again take the lead on on-site waste reclamation, composting and recycling. Veolia will also showcase emerging green technologies and eco-friendly educational programs that encourage sustainable lifestyles. Veolia ES Solid Waste, Inc., the company’s solid waste division, is headquartered in Milwaukee, Wis., with operations in 12 states, Canada and the Bahamas.

Veolia will once again showcase its innovative, color-coded recycling system at waste reclamation stations throughout the grounds. During the inaugural festival in September 2011, 92 percent of waste collected by the company’s first-of-its-kind bin labeling system avoided landfills. Veolia’s on-site practices also helped Rock the Green achieve the following:

  • 1,720 pounds of compostable materials were processed into commercial grade compost, which was then sold as a soil amendment for residential, commercial and agricultural use.
  • 1,100 pounds of recyclable materials were collected on-site.
  • Just 440 pounds of waste were generated – the equivalent to just 10 traditional trashcans of garbage.

“Veolia shares Rock the Green’s ambition to help communities maximize recycling, minimize waste and reduce consumption,” said Lindsay Stevens Gardner, founder and executive director, Rock the Green.

“With the common goal of continuous improvement, Rock the Green and Veolia are excited to raise the bar even higher in 2012.”

In 2012, Veolia will increase its support by engaging Milwaukee-based employees as Rock the Green ambassadors before and during the festival, through a combination of sustainable educational efforts.

In addition to Veolia’s onsite efforts, Rock the Green 2012 will also present several new innovative programs and festival features, including:

  • Wind power will be introduced, in addition to other renewable energy sources that generated electricity at last year’s event, including biodiesel, solar and bike pedal power.
  • Energy-efficiency lighting solutions will be showcased at sundown in the final hours of the concert. This new feature was made possible by a shift in the festival schedule, which will begin and end a few hours later than in 2011.
  • Participation for community pioneers in sustainability will increase this year. In addition to interactive sponsor exhibits, a new area will showcase the missions of 10 local, environmental nonprofits.
  • A Rock the Green poster design contest will engage local college students to create the Rock the Green 2012 concert poster. Details will be announced in the coming weeks.

Attendees will enjoy performances from several nationally renowned artists for the same affordable ticket price of $25 each. An additional VIP ticket option will include a dedicated VIP lounge to enjoy food and drinks with a premier view of the stage.

Rock the Green is currently working to finalize its entertainment lineup, which will be announced this spring.


About Rock the Green

Rock the Green is a nonprofit that identifies ways to bring together world-class entertainment and programming that engages consumers and communities around sustainable practices and healthy lifestyles. Its three-fold mission is to Educate and Engage using technology as a medium that enables people to experience interactive demonstrations on how to incorporate eco-friendly practices into daily life and work, Enlighten to help make Milwaukee and the region a leader in sustainability and waterrelated technologies, and Entertain through a best-in-class event that integrates entertainment and sustainability. For more information about Rock the Green, go to



Veolia ES Solid Waste, Inc., part of Veolia Environmental Services North America Corp., is one of the largest solid waste companies in North America, providing a full range of services to commercial, industrial and residential customers in 12 states, the Bahamas, and Canada. Veolia ES Solid Waste, Inc. operates 72 collection facilities and 29 solid waste sanitary landfill facilities in North America. 

Headquartered in Milwaukee, Wisc. Veolia ES Solid Waste, Inc. was named one of The Milwaukee Journal Sentinel’s Top 100 Workplaces in 2011. By working in partnership with communities, the company aims to preserve valuable resources and extend landfill capacity by focusing on waste reduction, curbside collection, sorting and the processing and marketing of recyclables.



Based in Chicago, Veolia Environmental Services North America Corp. is the leading provider of fully integrated waste, environmental and industrial cleaning solutions to residential, municipal, commercial and industrial customers across the US, Canada and the Caribbean. The company is part of the Veolia Environnement companies in North America, with 30,000 North American employees providing sustainable environmental solutions in water management, waste services, energy management, and passenger transportation.

The Veolia Environmental Services group is the global benchmark for waste management and resource recovery and the only global manager of liquid, solid, non-hazardous and hazardous wastes. From waste collection to treatment, recovery and recycling, the company provides innovative, efficient and sustainable waste solutions to municipal and industrial clients. Its parent company, Veolia Environnement (NYSE: VE and Paris Euronext: VIE), is the worldwide reference in environmental services. With employees in 77 countries, Veolia Environnement recorded annual revenues of over $46 billion in 2010. Visit the company's Web sites at and