Michael Dell, chairman of Dell Inc, issued a challenge on Tuesday to the entire PC industry to adopt free recycling programs for customers as he announced that his company would offer to plant a tree for every PC sold.
"Today, I challenge every PC maker to join us in providing free recycling for every customer in every country you do business, all the time -- no exceptions," Dell said. "It's the right thing to do for our customers. It's the right thing to do for our earth."
The company has received high "green" marks from some environmental groups, including International Greenpeace.
In 2004, Dell began offering free recycling of any brand of computer or printer if consumers bought a new Dell system.
The policy was revised in June so that consumers can recycle all Dell-branded printers, personal computers or other electronics gear for free, no purchase of new Dell gear required.
For those not buying a new system or who do not have Dell equipment, the Round Rock, Texas, company will take back used electronics for US$10 per box, as long as it weighs less than 23kg.
Dell, the company's founder, made his remarks during a keynote at the International Consumer Electronics Show.
With a comic assist from actor Mike Myers appearing as the Austin Powers movie character Dr Evil, Dell also announced a new "Plant a Tree for Me" program, in which customers can choose to have US$2 of a laptop purchase, or US$6 of a desktop purchase, go toward funds to plant trees around the world.
"We're the first global technology company to offset emissions with the electricity of their computers," Dell said.
Dr Evil gave his approval, and so did the audience, which clapped after the announcement.
"We can't destroy the planet, otherwise I have nothing to take over," the stage villain quipped.
The trees will be placed in areas where they will not be felled, such as state parks and wildlife areas, said Larry Selzer, president of the Conservation Fund, which is one of two environmental groups involved in the planting effort.
"This groundbreaking program encourages participation by inviting customers in the effort to address climate change," he said. "No other company in the technology space is doing something as extraordinary as the Plant a Tree For Me program."
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