Refuse and recycling, those most basic of council services, are big news at present.

The Government has announced that five areas in England will be allowed to pilot ‘pay as you throw' schemes. Households which recycle the most will get a rebate, while those which recycle the least will pay more. Not surprisingly, this has captured national media attention.

In Ealing, we're rolling out major changes to refuse and recycling services this month. Some £3.8m has been invested in improvements.

All refuse and recycling will be collected on the same day every week. We'll be the first London borough to recycle most types of plastic.

Garden waste will also be collected weekly, with reusable sacks replacing plastic bags.

More flats will get communal recycling bins, and an appointment system for bulky waste is being launched.

What's more, to ensure our streets are kept clean, all roads will be swept the day following collections.

These steps respond to the same pressures faced by all councils – the need to increase recycling and reduce landfill. Our recycling rates have increased from 19% to 25% over the last year.

We're on track to achieve 30% this year, and are aiming for 38% next year.

Crucially, to achieve this, we've sought to take the community with us. Our new services directly reflect the wishes of Ealing residents.

More than 29,000 households participated in consultation on a range of options for refuse and recycling.

In response, we are rolling out free wheelie bins to 15,000 homes in the Southall area, which wanted them, but black sack collections will continue in the rest of the borough.

On services such as refuse and recycling, balancing priorities and developing solutions which meet local preferences are key. These basic services are a major factor in the reputation of each council.

The right solutions will also play a vital role in local government's reputation at large.