Coca-Cola Enterprises Ltd Supports Alupro Recycling Drive

Coca-Cola Enterprises Ltd (‘CCE’) has signalled its support for the work of the aluminium packaging sector in driving up recycling rates by joining recycling organisation Alupro, it is announced today.

The announcement comes as part of a broader CCE commitment to set the standard for sustainable packaging, increase recycling rates and produce 100% recyclable cans and bottles.

Alupro executive director Rick Hindley says: “Having CCE on board as members will lend impetus to our work, taking Alupro to the next level. For the past 22 years we have been working successfully on behalf of aluminium packaging producers, converters and reprocessors. Now our membership represents the entire aluminium supply chain and this will be a major step forward in our efforts to improve the recycling infrastructure, increase collections and encourage people to recycle more.

“Aluminium packaging is 100% recyclable and the reprocessing capacity already exists in the UK, so the challenge is to make sure the collection infrastructure is in place.”

CCE commercial recycling manager Nick Brown said: “CCE has been impressed by Alupro’s work to increase awareness of aluminium packaging recycling and we are looking forward to getting more involved in Alupro’s programmes.

“CCE is committed to transforming recycling by educating and inspiring consumers, by championing improvements to existing collection systems and by investing in strategic recycling infrastructure projects. Alupro membership fits well with that approach.”

Rick Hindley confirmed: “We are excited about the possibilities that working with an organisation like CCE represents; it is an exciting time as we begin to explore the ways in which we can work together and make a real difference to the aluminium recycling industry.”

Aerofoil Achieves Recycling Target Success

Alupro has revealed that more than 5.8 million households are benefiting from better recycling services as a direct result of the Aerofoil programme.

The news comes as the scheme, which helped local authorities to add foil and aerosols to their collections and to promote recycling services, reaches its second anniversary. Since its launch in 2009, 98 local authorities covering 5.8 million households have expanded their collection systems to include foil, aerosols or both materials.

In total, 83% of local authorities are now collecting aerosols, an increase of 16%, while 72% are now collecting foil, an increase of 14% compared to 2009.

One of the major achievements of the Aerofoil programme has been to expand the kerbside collection infrastructure for aluminium foil trays, enabling it to qualify for the Widely Recycled at Recycling Points’ labelling under the British Retail Consortium’s On-Pack Recycling Labelscheme. To qualify, 65% of local authorities must collect the material with kerbside or ‘bring’ systems (minimum five collection banks per local authority). The criteria will increase to 70% in 2012 and 75% in 2013 – targets which, thanks to Aerofoil, the sector is already well on the way to achieving.

Alupro executive director Rick Hindley, said: “We set out to help 80 local authorities add aerosols and foil to their services. In fact 98 new authorities have now changed their kerbside programme to include either, or both material as a result of this programme.  Our communications materials have been downloaded by over 140 different users.  We see it as a great success and an excellent example of how partners within the industry can facilitate extended producer responsibility, supporting the public sector to make a real difference.”

Aerofoil also proved that promotion of new services is vital. By establishing successful waste partnerships with 98 local authorities across the country, funding press launches and road shows, Aerofoil helped to increase aluminium aerosol recycling rates by as much as 100% in some areas.

Rick Hindley added: “It is vital that local authorities continue to communicate with households and promote their recycling services.  Regular, clear communication is essential to remind and reinforce awareness.  This will not only increase participation and capture rates, but will bring about long-term behaviour change.  This is an area that the metal packaging industry is already actively engaged in, and will continue to focus on in future activities.”

Research reveals effective communication is key to success of workplace recycling

New research from drinks can recycling programme, Every Can Counts, has revealed that businesses are calling out for more support to help implement successful workplace recycling schemes.

According to surveys of employers and employees from more than 80 organisations, the greatest challenge encountered when implementing workplace recycling initiatives is staff understanding; nearly a quarter of businesses revealed their organisation struggled with communicating how and why to recycle to employees to create lasting behaviour change.

The research, which investigated attitudes to recycling in the workplace, also revealed that over half of the businesses running a recycling programme were motivated to do so by environmental concerns. Furthermore, almost 20 percent of employers with a scheme in place cited cost saving over regular waste disposal as a motivation for starting recycling.

With many organisations working towards sustainability objectives, including zero waste to landfill targets, the research demonstrates that businesses would benefit from greater support to help achieve their environmental goals. In response EveryCan Counts has launched a new online information hub designed to help organisations and individuals increase recycling in their workplace. Recognising that an effective recycling programme combines service with promotion, the new online hub, provides information and advice on setting up or reinvigorating a recycling scheme, along with communications resources to help with promotion to staff and customers.

The new site also includes a series of case studies of organisationsincluding Emap and Land Securities discussing how they successfully implemented the recycling programme and providing advice on employee and customer engagement. The latest in the series is from Jaguar Land Rover who has been using the Every Can Counts programme for the last 18 months at three of its UK sites to help achieve their commitment to environmental responsibility. This case study can be viewed at

As an added initiative to help boost drinks can recycling, new organisations that register with Every Can Counts before the 31 December 2011, will receive a free starter pack, and be entered into a draw for a chance to win an Every Can Counts drinks can crusher worth over £800 The winner will also receive a consultation from an Every Can Counts representative, and promotional materials to kick start or invigorate their recycling scheme.

Rick Hindley, Director of Every Can Counts, commented: “Our experience tells us that putting a recycling box in an office doesn’t constitute a recycling programme, you have to educate people how to use it!  Successful recycling and lasting behaviour change requires regular communication to remind staff how, what and where to recycle. We know that Every Can Counts helps increase drinks can recycling, and also boosts collections of other recyclables in a workplace. With the right resources, workplaces can easily encourage long-term behaviour change among the workforce and achieve their environmental goals. We intend to build on the insight this research provides to continue to offer practical help and support to anyone wanting to step up their recycling, whatever their workplace.”

The Every Can Counts programme is currently running in 485 organisations, across 1,300 sites and there are 4,000 recycling collection points. In 2010, the programme helped recycle over 27 million drinks cans in the workplace, equivalent to every employee at organisations registered with the programme recycling four cans per month.

Alupro to lead MetalMatters

Alupro has announced that it is to lead MetalMatters, the metal packaging industry’s kerbside recycling improvement programme, on behalf of its funding partners.

Originally developed by Beverage Can Makers Europe (BCME) in partnership with Novelis and Tata Steel, and supported by WRAP, the MetalMatters programme achieved impressive results in pilot programmes in two local authorities, improving kerbside capture rates for metal packaging.  The programme was named Communications Campaign of the Year at the recentCIWM Awards for Environmental Excellence.

Alupro will build on the successes achieved so far, and draw on learnings from its own successful Aerofoil programme, which helped local authorities expand kerbside programmes to include aerosols and foil containers.  It will focus initially on developing campaigns in strategic partnerships with local authorities and developing the funding base to ensure the programme becomes a showcase for extended Producer Responsibility for partners across the metal packaging industry.

As part of this process Coca Cola Enterprises Ltd (‘CCE’) has become the first packer/filler to partner with the programme, along with the UK’s leading foil container manufacturers i2r Packaging SolutionsNicholl Food Packaging and Coppice Alupack.

CCE commercial recycling manager Nick Brown said: “MetalMatters is an excellent example of an industry initiative that is capable of really delivering results and creating positive change.  As a company committed to transforming recycling by educating and inspiring consumers, championing improvements to existing collection systems and by investing in strategic recycling infrastructure projects MetalMatters is a perfect fit for us and we look forward to contributing to its future success.”

On behalf of BCME, Norman Lett said: “Alupro has a successful track record of developing and managing programmes which bring together partners from different sectors of this industry. We are confident that they can realise the huge potential of MetalMatters and are excited by the progress they have already made in developing the funding base.  All the partners look forward to working on increasing the impact that MetalMatters can have on kerbside recycling rates for metal packaging across the UK.”