How does Cherwell District bucking the trend so successfully?

According to The Taxpayer's Alliance blog, fortnightly collections do not in general reduce the amount of rubbish sent to landfill. And yet this is one reason, if not the main reason that Cherwell District council is to achieve its high levels of recycling. The principle as I understand it is to have the wheelie bins in which we chuck plastic, paper & tins etc on the premise that that is easy for the average householder to do, mixed with the technology that is at the recycling facility to sort all this out.