Plans to double the amount of waste recycled in Oxfordshire are being discussed by council bosses.
Recycling can be a profitable business
To fit in with European legislation, the government has set the county a time limit to reduce landfilling by 40% by 2010.
Councillors say they are looking at different ways of tackling the problem before landfill contracts run out.
England only recycled about 13% of domestic waste in 2002 - one of the worst records in the EU.
County Councillor Anne Purse, executive member for strategic planning and waste management, said: "We are now working with our partners to work out the best way we can change from landfill.
"Rubbish is really a commodity, and we all need to change our perspective and treat it as such.
"We can't afford as a society to keep throwing things away without thinking of the consequences."
Under new legislation, passed in October last year, authorities must ensure that every household in England is provided with a separate collection of at least two types of recyclable material by 2010.