Before the first Earth Day celebration in 1970, the City of Madison established the first curbside recycling collection in the nation when it began collecting newspapers in 1968. During the past half-century, the waste management program in Madison continues to grow and change, but there is still need for improvement. “Nearly 60 percent of all the waste we generate as a city is recycled, which is fantastic. But that also leaves plenty of room to get better,” said Bryan Johnson, the City of Madison Recycling Coordinator. According to the EPA, the United States recycles about 35 percent of the waste it creates.