Established in 1989: we now serve the City of Columbia, Richland and Lexington Counties, the mission of Keep the Midlands Beautiful is to engage, inspire and educate the Midlands to invest in our community through litter prevention, recycling and beautification. Each year, thousands of Midlands residents volunteer to support this mission, including almost 320 groups regularly removing litter on area roads and waterways, schools and businesses coming together to implement recycling programs, and communities pursuing beautification projects .