Alupro showcases programme success with inspiring annual report

Alupro, the aluminium packaging recycling organisation, has launched a new report demonstrating the national impact of its pioneering educational initiatives. The Alupro Impact Report details activity delivered during 2022, explores the outcomes of its latest campaigns and tracks progress towards its goal of achieving a 100% recycling rate for aluminium packaging.

Crucially, the report explains how the achievements of Alupro’s members contribute to two of the major sustainability challenges faced by the world today; climate change driven by carbon emissions as well as the well-established fact that globally we use too many resources. This report shows how the simple act of recycling aluminium packaging contributes significantly to tackling these issues.

Alongside providing a snapshot of the UK’s aluminium industry, the report clarifies Alupro’s vision and measures the impact of its initiatives. Indeed, detailed analysis of campaigns including Every Can Counts, Metal Matters and Foil in Love with Recycling reveals a reach of more than 26 million people across the UK.

The document also analyses the activities of the UK Aerosol Recycling Initiative, which brings together key businesses from across the aerosol supply chain to drive higher recycling rates. Activity within the past 12 months includes identifying an accurate recycling baseline and launching a pioneering roadmap to higher aerosol recycling.

Tom Giddings, executive director at Alupro, commented: “We’re delighted to have launched our first impact report to provide further insight into the work we deliver. As a member organisation, it’s important to demonstrate how we’re working to achieve our goals and the progress we’re making.

“Last year, our campaigns reached millions of households. The education programme competitions we ran received more than 1,116 entries and we inspired thousands of consumers through our events activities and our social media programmes. This is positive progress towards increasing awareness of best practice recycling and inspiring behavioural change.

“While our campaigns last year proved hugely successful, we’re not resting on our laurels. Instead, we’re working hard to build upon these foundations, improve national education when it comes to aluminium packaging recycling, fight for effective policies and continue to deliver upon our responsibility as the voice of the industry.”

To read or download Alupro’s impact report in full, visit:


Alupro to discuss aluminium packaging sustainability at local authority conference

Tom Giddings, executive director of Alupro, will share his thoughts on optimising aluminium packaging recycling at the 2023 CLAIRE Wales Group Conference. Taking place on 17 November at the International Convention Centre (ICC) Wales, the event will explore what the future of recycling looks like and the role of collaboration in accelerating progress.

Bringing together the group’s fourteen local authority members, the conference will see a number of high-profile keynote speakers take to the stage, alongside a series of Q&A networking sessions. Delegates will also include representatives from a variety of other Welsh and English bordering councils.

As part of his presentation, Giddings will explore aluminium packaging recycling systems across Wales, examining what is already working well and where further progress could be made. ‘Aluminium Packaging and Sustainability – It’s good now, how could it be great?’ will take place at 1.40pm. The Alupro team, as sponsors for the event, will also be on hand throughout the day to showcase and discuss the latest programmes.

Commenting on the event, Giddings said: “The CLAIRE Conference is a great opportunity to connect with local authorities across Wales to discuss resource efficiency. I’ll be sharing my thoughts on where Welsh councils are already leading the way, as well as exploring how we can build on strong foundations to create an even better future.

“The CLAIRE Wales Group was designed to encourage councils to work collaboratively to reach targets more efficiently, so we’re looking forward to drawing on our experiences to demonstrate the positive impact collaboration can have. It’s also great to see the event being held in Newport, last year’s top UK city for recycling – a subtle nod to championing best practice.”


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Cumbria residents encouraged to recycle their metal packaging

A new campaign promoting metal packaging recycling has been introduced by Cumberland Council and Westmorland and Furness Council. In a bid to improve kerbside recycling rates, households across the region are being encouraged to recycle their metal packaging including food and drinks cans, aluminium wrapping foil and foil trays, as well as empty aerosols and metal screw tops.

Spearheaded by the Aluminium Packaging Recycling Organisation (Alupro), the ‘MetalMatters’ programme will use targeted social media messaging and bus advertising to communicate the widespread benefits of metal packaging recycling.

The six-week initiative is expected to reach more than 228,000 households across the two local authorities. Since its launch in 2012, more than 121 local authorities have adopted MetalMatters, with recycling rates improving as a result.

Councillor Denise Rollo, Cumberland Council’s Executive Member for Sustainable, Resilient and Connected Places, commented:

“Our goal is to drive recycling rates up and reduce waste by identifying environmentally responsible ways to meet the needs of our local communities. MetalMatters will allow us to engage with residents across our Cumberland area, encouraging them to think about their recycling habits and how best to dispose of their metal packaging.”

Councillor Dyan Jones, Westmorland and Furness Council’s Cabinet Member for Customer and Waste Services, added:

“Many across Westmorland and Furness are already committed to recycling and reducing waste which is great news, but we can do more.

“This latest campaign encourages people to think about recycling more metal packaging found throughout their home, whether in the kitchen, bathroom or bedroom. Food and drink cans, foil and empty aerosols are all easily and endlessly recyclable.

“It’s worth remembering that every aluminium can you recycle saves enough energy to run a TV for three hours – so a small action like putting your empty baked beans can into your recycling container can make a big difference.”

Tom Giddings, executive director of Alupro, added: “For more than a decade, our MetalMatters programme has been educating the public about the benefits and importance of recycling metal packaging. We’re confident that the introduction of this campaign will help to drive an increase in recycling rates and households taking positive action across Cumbria.

“For us, the most important message is that metal is infinitely recyclable, meaning the quality and properties of the metal will be unchanged during the recycling process. Making a few small changes can add up to a big environmental impact.”

Funded by the metal packaging industry, MetalMatters aims to educate householders about the benefits of metal packaging and encourage them to recycle. Designed to support kerbside recycling schemes, MetalMatters can be run by any local authority, either region-wide, by collection round or even by demographic targeting.

For more information about MetalMatters, or to register your interest, visit,