Called the Heartland E-waste Recycling Programme, the CSR initiative is a pilot project running from July to December 2013 at Marine Parade and Mountbatten, or Singapore's south east district. Panasonic has partnered with the South East Community Development Council (CDC), National Environment Agency (NEA), electrical and electronics retailer Best Denki, e-waste recycler Cimelia and public waste collector SembWaste to provide an integrated, convenient recycling platform covering different avenues, from the community to retailer level. Paul Wong, managing director of the Panasonic Singapore, explained that consumers nowadays rely heavily on their electronic devices. Because of this, Panasonic saw the need to manage discarded gadgets or "anything with an electric cord". The Heartland E-waste project accepts the recycling of refrigerators, TVs, and other home appliances, besides personal entertainment gadgets.