Looking back, it was easy for New Orleans Mayor Ray Nagin to gloat about his city’s cleanliness versus our own: he has Sidney Torres.
Sidney Torres IV is the founder of the waste and debris management company keeping the Big Easy clean, SDT Waste and Debris Services. SDT, based in New Orleans and hired by the city in January, 2007 to manage litter in the French Quarter, has spread across the city, aggressively removing the lower wards’ blight and replacing it with its own mark.
And yes, STD’s mark is everywhere. Trucks bearing the initials and logo rumbled down the streets, rolling 24-hours with crews that moved more like a SWAT team unit than garbage men. Every block featured its brand, whether on trash cans, service vehicles or employees with brooms and power-washers in hand.
But STD takes to the litter issue with more than physical removal; a strong ad campaign can be spotted on billboards and on TV, promoting a responsible attitude for both residents and tourists. The company’s promotions and accomplishments have residents talking and tourists gawking; the city is still rebuilding, and with wards still in dire need of assistance and attention the work is far from over, but STD’s efforts have made a noticeable and unanticipated difference in the wards it does manage. NOLA natives boast about Sidney Torres, as there was no hesitation when asked. One resident pointed out that all trash cans have a customer service number, and, if called, “you only call once, because they move that fast.”
I think it’s that respect for the company that makes it so successful. I can’t remember when I’ve heard similar praise here in Philadelphia – and if Sidney Torres ever wishes to branch north I feel we should certainly entertain the man. After all, he has handled New Orleans remarkably and his company has citizens satisfied, and, and to our chagrin, has given Mayor Nagin the opportunity to gloat.
