SWM Environment Sdn. Bhd. (SWM Environment) was appointed in 1995 under a concession agreement as governed under the National Solid Waste and Public Cleansing Management Act 2007, to be responsible for the management of solid waste and public cleansing in the southern states of Johor, Malacca and Negeri Sembilan. As the largest concessionaire in Malaysia, SWM Environment provides comprehensive, organised, cost-effective and integrated waste management through innovative technology and environmentally-friendly systems to enhance the quality of its services. SWM Environment, through its workforce of 12,000 people, supports 27 local authorities in servicing 1.5 million residential and commercial premises with over 5.1 million people, for a geographical coverage of 28,500 square kilometres. To reduce wastes ending up at landfills, SWM Environment actively assists the Ministry of Housing and Local Government to promote high-impact environmental programmes to increase public awareness in effective separation of waste as well as recycling, food waste composting, and civic consciousness in appropriate disposal of wastes. Under its 3R (Reduce, Reuse, Recycle) banner, SWM Environment educates the public on the importance of recycling, proper recycling methods as well as where they can recycle; through talks and exhibitions held at schools, town halls, malls, office blocks and other public areas. In 2018, SWM Environment launched its own incentive-based programme for recycling across the three southern states in Malaysia. Called KITARecycle, the programme encourages the public to recycle by rewarding them with Recycling Points (RP) for 25 types of recyclable items which include paper, aluminium cans, plastics and e-waste. The collected RP could be cashed out via online banking.