Alupro – response to Resources and Waste Strategy for England

Rick Hindley, Executive Director of Alupro (Aluminium Packaging Recycling Organisation)


We welcome the UK Government’s much anticipated Resources and Waste Strategy, which outlines an ambitious direction of travel.


The Devil is in the detail, and we strongly believe that robust research, including full impact assessments, must be carried out into all the options.  We are optimistic that the Government will propose measures to ensure the reformed extended producer responsibility system (EPR) will recognise the high value of materials such as aluminium; we look forward to continuing to work with Government to ensure that future systems maximise the full potential of aluminium.


For nearly 30 years Alupro has been working on behalf of our membership to highlight aluminium as a sustainable packaging solution, and during that time the sector has consistently invested in the infrastructure required to ensure that aluminium packaging is truly circular.


The proposed legislation and consultations provide a rare opportunity for us to shape a ‘whole system’ approach that will deliver the 25Year Plan, the EU Circular Economy Package, and the aspiration for the UK to be recognised as the leading global champion of a more sustainable future for the next generation.

For further information on the Resources and Waste Strategy please visit

Achieving an 85% recycling rate within two years

The publication of the National Audit Office’s review of the packaging recycling obligation system has again raised widespread public concern as to what is really happening to the packaging that householders recycle.


But there is good news; a recent report by the Aluminium Packaging Recycling Organisation Limited (Alupro), demonstrates how an 85% recycling rate for aluminium cans will be achieved by 2020.


And critically, data shows that 92% of the aluminium packaging collected for recycling in the UK, is recycled within Europe[i]; this demonstrates that there is more than sufficient capacity within the EU to recycle the aluminium packaging collected for recycling in the UK.  Today there is more than enough capacity to recycle all the aluminium packaging sold in the UK.  It not only makes good environmental sense, it makes good commercial sense too.


The recycling rate for aluminium drink cans continues to increase year on year, hitting 72% in 2017[ii] (up from 70% in 2016), whilst the national recycling rate for all aluminium packaging reached 51% (up from 50% in 2016).


The report, ‘Achieving an 85% Recycling Rate within 2 years’ (published on Issuu), calls for action in several areas, including consistency of local authority kerbside collections, and the much overdue reform of the packaging producer responsibility system.  The effectiveness of any solution can only be measured if ALL data is reported.  Therefore, every reprocessor and exporter must be obligated to report their data as part of the producer responsibility system.

Recycling isn’t a waste of time, and it does work for materials that are part of the circular economy.  Householders can put aluminium packaging in their kerbside recycling and be reassured that it WILL be recycled, because of its intrinsic high value.   It is endlessly recyclable with no loss of quality – real recycling in action.


[i] The ‘End destination’ data was obtained under a “freedom of information” request from the Environment Agency. 51% of aluminium packaging collected was recycled in the UK and 41% recycled in Europe


[ii] The recycling rate for aluminium beverage cans is calculated by Alupro using data supplied by the national packaging waste database and by its member companies, using methodology consistent with that used across Europe to calculate recycling rates.


Industry giants join forces to tackle ‘on-the-go’ recycling #LeedsByExample campaign set to pilot new ways of improving recycling rates

The environmental behaviour change charity Hubbub and recycling compliance scheme Ecosurety are bringing together a unique partnership of big businesses in a bid to improve the recycling of food and drink packaging disposed of on-the-go. A combination of ground-breaking technology, new recycling facilities and engaging communications activities will be piloted in Leeds City Centre for six months from September 2018, in conjunction with Leeds City Council.

The #LeedsByExample initiative is backed by Alupro, Asda, Association of Convenience Stores, Ball Beverage Packaging Europe, British Plastics Federation, Coca-Cola GB, Costa, Co-op, Crown Packaging, Danone, Highland Spring, Innocent, Klöckner Pentaplast (kp), Lucozade Ribena Suntory, Marks and Spencer, Morrisons, PepsiCo and Shell. The results of the trial will be shared openly with the goal of national roll-out of the most successful elements.

The campaign addresses a growing challenge – 18 to 25 year olds are twice as likely as older generations to buy food on-the-go1, but millennials are less likely to recycle2. The food-to-go industry is already worth £17.4bn a year and projected to increase to over £23bn by 20221. Yet recent research by ReCoup found that only 42% of local authorities provide on-the-go recycling facilities3.

#LeedsByExample will see new recycling facilities introduced on the streets, in local offices, shopping centres, universities and transport hubs. A unique element of the initiative will be the first UK trial of an app developed by OPRL, which will use on-pack barcodes to help people understand what and how to recycle, with a map to find their nearest recycling points. The app is one of a range of approaches designed to engage the youthful population of Leeds – 57% of the population of the city centre are aged 16 to 244. Leeds City Centre is a major destination for business and leisure, it also has a growing residential population and the average weekly footfall of 1.3 million provides a great opportunity to trial this innovative approach to recycling.

Gavin Ellis, Director and Co-Founder of Hubbub said “We know that the public want to do the right thing and recycle as much as they can, but are often confused as to how to do this or simply don’t have access to the recycling facilities they need while they’re out and about. It’s fantastic to have the backing of this broad group of businesses to help make this possible. There is also an important role to play for local businesses. We’ll be providing subsidised recycling bins, communications support and advice and would love to hear from any Leeds businesses interested in getting involved.”

Cllr Rafique, Leeds City Council executive board member for environment and active lifestyles said “Improving recycling rates and changing behaviours to get people to think about what they are doing with their recyclable waste in Leeds is really important, and we are pleased to be part of this new and exciting trial. Leeds City Centre provides a great opportunity for us to test innovative technology and campaigns to get our population recycling on the go – be that in the office or out and about. I would encourage any of our local businesses interested in getting involved to get in touch with Hubbub to see how you can be part of this exciting project.“

James Piper, Managing Director of Ecosurety said “Whilst recycling on-the-go can seem a complex issue to tackle, we believe that simple infrastructure improvements and clear communication could make a huge difference to recycling rates and to litter. We hope that by demonstrating there are alternative ways of collecting and dealing with recycling, we can inspire other parts of the UK to follow suit.”

For further information on the initiative and to get involved, visit

*** ENDS ***

Notes to Editors

4. Leeds BID – based on total population of that area of 10,738 (Office of National Statistics Mid Year Population Estimates 2016)
5. The #LeedsByExample initiative is also supported by WRAP and ReCoup as affiliate partners.

About Leeds

Leeds is the UK’s third largest city, with an economy worth £21.3 billion and is forecast to grow by 21% over the next decade. It has the largest centre outside London for financial and business services, digital, creative, publishing and broadcasting and is ranked third in UK for its retail offering. There are 774,060 people living in Leeds. It has four universities and 200,000 students. Leeds has the busiest train station in the North of England catering for over 100,000 passengers a day.

About Hubbub

Hubbub is a charity which explores innovative ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity: Food; Fashion; Homes; Neighbourhoods. Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #NeatStreets to cut litter in UK cities and For Fish’s Sake (#FFSLDN) to tackle litter in the Thames.
About Ecosurety
Ecosurety is the market leading compliance scheme investing in quality recycling.

With more than 1,000 customers including Morrisons, The Co-operative Group and Virgin Media, Ecosurety supports efficient and more transparent investment in UK recycling projects via infrastructure, innovation and consumer awareness campaigns.

Committed to reducing the environmental impact of UK businesses, and to a tangible increase in UK recycling, Ecosurety helps producers organise quality evidence to ensure they comply with packaging, WEEE, batteries and international regulations.

A visit to Bridgnorth Aluminium

The two emails came as a complete surprise. The first one was easily dealt with once the Nigerian Prince had my bank details, but less so the news from Mr Hindley (aka the boss).  It informed us that the next team meeting would be held at Bridgnorth Aluminium (producers of aluminium lithographic printing plates and foil stock), which would include a plant tour of the casthouse and rolling mill. It wouldn’t have been my first choice – I hear Mauritius is lovely in Spring – but I have been working for Alupro for over 20 years and this has never happened before. It certainly promised to be a whole lot better than that school trip to Wigan bus depot.

Arriving at Bridgnorth Aluminium, we were treated like royalty. Maggie in particular was so helpful and the lunchtime spread made the sandwiches we offer our guests look like the reduced price aisle at the local supermarket (only kidding).

What caused much amusement from the team was the ‘dressing up’ in the safety gear for the plant tour, white ankle socks over black tights are only a good look during an eclipse or a winter power cut.

We were told that the tour would take around 2 hours! Yes, you read that correctly – the same length as a couple of episodes of Game of Thrones. What on earth were we going to see?

So, looking like Coco the clown on dress-down Friday, with safety shoes and glasses on, along with hardhats and protective jackets, we were split into 2 groups for a tour of the 120 acre plant, starting with the casthouse.

Our guide explained it was only primary aluminium and in-house production scrap (post-consumer aluminium scrap is not suitable for their process) that is melted in their furnaces (temp ranging from 400 degrees centigrade to 700!) We were stood approximately 3-4 metres away from the furnace and the heat was pretty overwhelming. I can’t imagine how the men clearing the dross from the furnace cope with it – if only horses sweat, then I was glowing buckets.

The molten aluminium is poured into adjustable casting moulds. The slab of aluminium is cooled by – our guide referred to it as – a ‘water curtain’ (which I believe is a technical term for a curtain of water). The rolling slab is sawn and scabbed to remove the cast surface before pre-heating to 500 degrees C. The slab is then processed on a hot rolling mill, which brings us to the next part of the tour – in the rolling mill.

I think I wouldn’t be alone in saying this was probably the highlight of the tour. The aluminium slab (width at this point is approximately 60cm) is passed through a hot rolling mill. The aluminium is rolled onto a long plate in a series of passes back and forth. I likened it to rolling out pastry and with each pass the slab decreases in thickness until it reaches 2mm (no longer like my pastry). This takes approx. 10 passes. It was quite amazing to see.

The slab is then cold rolled and processed further through heat treatment and a series of cold rolling passes. The coils are then trimmed, levelled and de-greased (the material needs to be free from any imperfection). The coils have their own identifying mark so they can be traced back to the factory.  The coils (now quality lithographic product) are shrink wrapped and stacked in the warehouse ready to be supplied.

Two hours was over and honestly it had gone quickly. There was a lot of technical information to take in that I admit did go over my head (by no more than several metres), but I think I got the important points.

I am not particularly patriotic (unless I am supporting the GB squad at the Olympics) but in a small corner in Britain, it was really heartening to see people doing ‘proper jobs’( i.e. not sitting at a desk like most of us) and producing and manufacturing a product of quality that is supplied to the world. That, is something to be proud of. Now, I just need a word with Mr Hindley on why this outing took so long to do….

Every Can Counts receives OVO Energy Women’s Tour and OVO Energy Tour Series Recycling Partnership title

Drink can recycling campaign, Every Can Counts has today announced that it is the 2018 Recycling Partner for both the OVO Energy Women’s Tour and the OVO Energy Tour Series events.

The campaign, run by Aluminium Packaging Recycling Organisation (Alupro), is committed to encouraging those who participate in competitive and recreational cycling in the UK and Europe, to recycle their drinks cans when they are out and about. It is working with SweetSpot Group, the organisation behind both the OVO Energy Women’s Tour and OVO Energy Tour Series, to help provide its audience with an environmentally friendly outlook.

With 47% of cans being drunk ‘on the go’ and outside of the home; both the OVO Energy Women’s Tour and OVO Energy Tour Series events provide an opportunity for the recycling campaign to encourage and educate the general public, cyclists and cycling fans, on re-cycling their aluminium goods.

Rick Hindley, Executive Director of Alupro, said: “We are increasingly aware that recycling packaging is something simple we can all do to help protect the Environment Collectively the women’s stage race and the event series attracted over half a million visitors in 2017 and with higher audience figures expected this year; it gives us a great platform to shout about the benefits of recycling aluminium packaging and the Every Can Counts programme.

“If every person that attended these events last year, recycled just one aluminium can, then that would see a reduction of 72 tonnes in CO2 which is the equivalent to a car driving 347,618 kilometres. To put that into perspective – that’s like driving the total distance of the OVO Energy Women’s Tour (678km over five stages) 513 times over.

“As cycling fans, we are delighted to be involved with such globally recognised sporting events and look forward to working alongside the SweetSpot Group whilst watching the racing unfold throughout the summer months.”

Heath Harvey, CEO of SweetSpot, added: “The environmental benefits of both cycling and recycling need little explanation, so it makes perfect sense for the OVO Energy Women’s Tour and OVO Energy Tour Series to partner with Every Can Counts.

“We’re looking forward to working with Every Can Counts to promote the invaluable messages of their campaign; we hope that our enthusiastic racegoers will embrace their collective aims and do their bit to help the environment.”

In addition to branding and drinks cans recycling point set-ups at each stage of the OVO Energy Women’s Tour and the OVO Energy Tour Series – the Every Can Counts team will be attending the following events with their Recycle Race Game (


15th June – OVO Energy Women’s Tour Finish Stage 3  (Royal Leamington Spa)

16th June – OVO Energy Women’s Tour Finish Stage 4  (Worcester)


May 10th – Tour Series Round 1 (Redditch)

May 26th – Tour Series Round 5  (Aberystwyth)

May 28th –  Tour Series Round 6 (Stevenage)

May 29th – Tour Series Round 7 (Wembley Park)


The campaign is also supporting the Trek-Drops professional cycling team for the coming year and there will be opportunities to meet the team and win a number of prizes at the Every Can Counts stand at the above events.


Notes to Editor:

For more information about Every Can Counts or to find out more about how your business or organisation can sign up to Every Can Counts visit or call 01527 597 757.

About Every Can Counts

Every Can Counts is a partnership between the European and UK drinks can manufacturers, and the aluminium recycling industry and leading drinks brands. The programme currently operates in 13 European countries.

You can also follow Every Can Counts on Facebook and Twitter.

Aluminium packaging – real recycling: As aluminium drinks cans hit 72% recycling rate, data shows that almost 100% is recycled within Europe.

Whilst we are consumed by the issues of packaging pollution and concerns about where our recycling ends up, there is some good news.

The recycling rate for aluminium drinks cans continues to increase year on year, hitting 72% in 2017[1] (up from 70% in 2016), whilst the national recycling rate for all aluminium packaging reached 51% (up from 50% in 2016).

According to packaging waste recovery data, recently released by the Environment Agency[2], aluminium packaging easily achieved its 2017 business target.

There was a 4% increase in the number of PRNS raised in 2017 (94,092 tonnes) vs 2016 (90,095 tonnes).  Ultimately, the PRN numbers show that over 8,000 tonnes of aluminium PRNs were raised but not issued.  As in previous years, there is evidence that some reprocessors/exporters chose not to become accredited or decided not to raise the maximum number of PRNs that they could have done, due to the resulting low PRN prices.   This underlines Alupro’s support for reforms to the PRN system; our priorities are to ensure the system accurately records all the aluminium packaging collected for recycling, that consumer focussed behaviour change programmes are properly funded and that “real recycling” is recognised and rewarded.

Data also shows that 92% of the aluminium packaging collected for recycling in the UK, is recycled within Europe[3]; this demonstrates that there is more than sufficient capacity within the EU to recycle the aluminium packaging recovered for recycling in the UK.

Commenting on the recycling rates, Alupro’s Executive Director Rick Hindley said “It is fantastic to see aluminium packaging recycling rates continuing to increase year on year.  We must continue to increase awareness and understanding of what happens to used aluminium packaging when it is recycled. Given widespread concerns regarding where our kerbside recycling ends up, and whether it is actually recycled, we believe the 92% is statistic will give people the confidence that when they recycle aluminium packaging, it really is recycled – and close to home.

“Aluminium packaging has an intrinsic value.  The issue is encouraging consumers to recognise aluminium packaging as an extremely cost-effective material to recycle, through education and effective communications.  In the UK, developing and stimulating the existing kerbside collection infrastructure is a great starting point, but consistency is essential – the public remains confused by the differing rules across local authorities.  We must help them to do the right thing and recycle.”

Alupro manages several programmes funded by metal packaging manufacturers, reprocessors and leading brands, which the industry believes are making a vital contribution towards encouraging consumers to recycle more. MetalMatters focuses on improving metal capture rates in local authority recycling schemes; whilst Every Can Counts supports organisations wanting to enable people to recycle the beverage cans used outside the home.


[1] The recycling rate for aluminium beverage cans is calculated by Alupro using data supplied by the national packaging waste database and by its member companies, using methodology consistent with that used across Europe to calculate recycling rates.


[3] The ‘End destination’ data was obtained under a “freedom of information” request from the Environment Agency. 51% of aluminium packaging collected was recycled in the UK and 41% recycled in Europe.

Government announces introduction of DRS

We welcome any measure that effectively increases recycling and reduces litter.  Aluminium packaging is already widely recycled; 70% of beverage cans are currently recycled, and independent research shows that in 12 years the existing collection infrastructure will deliver a 90% recycling rate for all aluminium packaging*.

We want to contribute to what we trust will be a thorough and considered consultation, including understanding the impact of DRS on the existing household recycling kerbside collection system.

On the issue of litter, we believe a significant communication and education programme is required, if the habits of a few are to be changed.  In the meantime, we are working with Government and others with regards reform of the UK packaging producer responsibility system.


*drinks cans, aerosols and foil



Winners announced in aluminium industry’s national schools sustainable design competition – the Alu D&T Challenge

Ten students from schools around the UK have been named as winners in the Alu D&T Challenge, a national competition for 11 to 14 year olds, funded by the aluminium industry to inspire young designers to create sustainable products using aluminium.

Students and teachers travelled to Birmingham on 7th March to receive their prizes and meet the sponsors at a celebratory event at Thinktank Science Museum.

The national schools’ competition, linked to the Design and Technology curriculum, helps engage pupils with the material properties and sustainability potential of aluminium by challenging them to design a sustainable product for the future using aluminium. The design challenges are based on real-life briefs faced by designers, engineers and manufacturers in three categories – transport, building and packaging.  They form part of a wider package of cross-curricular teaching resources which have been developed by the aluminium industry to support teachers of pupils aged 7 to 14.

Judging took place in two stages, reducing over 100 entries to a final shortlist of 18; the final winners were selected by a panel made up of senior figures from the aluminium industry, and specialists in engineering and architecture.

The winning entry in each of the three design challenges received a Magnetic MODI robotics kit and a Mini Mambo Drone for their school alongside £100 worth of vouchers for the pupils. Prizes were also awarded those who were shortlisted.

The grand prize of an educational visit to Milan, kindly sponsored by Novelis, was awarded to the entry deemed to be the most outstanding design across the three categories. The two-day trip for the students and their D&T teacher will include the chance to visit two Novelis manufacturing plants on the outskirts of Milan, and an opportunity to explore this fast-paced metropolis


The panel of judges agreed the 2017/18 winners were:


Vehicle of the future category:

  • Winner: Toby Davies & Archie McTeare, St Ives School.
  • Runner Up: Alicia McCarthy, Watford Grammar School for Girls.

Garden building for a creative homeworker category:

  • Winner: Finley Hawkins, St. Benedict’s Catholic High School.
  • Runner up: Chloe James & Georgia Benjamin, Pipers Corner School.

Innovative new packaging solution category:

  • Winner: Sanjita Akter, Emma Baldwin Quirk, Libby Evans, Weatherhead High School.
  • Runner up: From Portsmouth High School.

Overall grand prize winners:

  • Sanjita Akter, Emma Baldwin Quirk, Libby Evans, Weatherhead High School.


Speaking about the winning submissions at the prize-giving ceremony in Birmingham, Alu D&T Challenge judge and sponsor Andy Doran of Novelis said: “Meeting the winners of the competition has been a fantastic experience. The enthusiasm and talent these young people show for designing products that will benefit society and protect our environment is so uplifting.  Between them, the winners demonstrated some really progressive ideas about designing sustainable products using aluminium, and I hope we have inspired some future engineers, designers and materials scientists who will make a difference to industry in the future.”

Alupro’s executive director, Rick Hindley, said: “Since we launched the Alu D&T Challenge back in 2012, we have held four national competitions and have received over 1600 competition entries from nearly 200 schools.   The entries into the 2017/18 competition are some of the highest standard we have seen so far and it has been a pleasure to meet some of these talented young designers today at our celebration event.   I would like to thank the Alu D&T Challenge sponsors and partners, who provide funding and commit their time and expertise to making the Challenge a success.’


Alu D&T Challenge Main Sponsors and Partners


The Aluminium Packaging Recycling Organisation (Alupro) is a not-for-profit company which represents the leading aluminium packaging producers, reprocessors, foil converters, can makers, fillers and brand owners in the UK. Alupro acts as a voice on behalf of its members on issues of government policy and legislative development. It is working to meet the industry’s obligation to both achieve and exceed recycling rates for aluminium packaging, currently set for 70% by 2020. Alupro develops and manages campaigns on behalf of its members and partners in the aluminium, and wider metal packaging, sector.


The Aluminium Federation (ALFED) is the trade body that represents the UK aluminium industry. With members spanning whole lifecycle of aluminium, it plays a key role in supporting its members’ needs. This includes providing technical and commercial services, as well as engagement in political lobbying with the UK Government and at EU level. ALFED also plays a key role in promoting aluminium as a metal for the future to a wide range of audiences, from schools and colleges to designers, engineers and manufacturers.


Arconic creates breakthrough products that shape industries. Working in close partnership with our customers we solve complex engineering challenges to transform the way we fly, drive, build and power.  Through the ingenuity of our people and cutting-edge advanced manufacturing techniques we deliver these products at a quality and efficiency that ensure customer success and shareholder value.


Befesa is a leading international company that provides innovative sustainable solutions for the management and recycling of industrial residues, including aluminium residues to produce high value aluminium alloys.

Befesa manages more than 2.2 Mt of residues, returning nearly 1.3 Mt to the production of new materials through recycling.

Novelis Inc. is the global leader in aluminium rolled products and the world’s largest recycler of aluminium. The company operates in ten countries, has approximately 11,500 employees and reported $10 billion in revenue for its 2017 fiscal year. Novelis supplies premium aluminium sheet and foil products to transportation, packaging, construction, industrial and consumer electronics markets throughout North America, Europe, Asia and South America. Novelis is a subsidiary of Hindalco Industries Limited, an industry leader in aluminium and copper, and metals flagship company of the Aditya Birla Group, a multinational conglomerate based in Mumbai, India. For more information, visit and follow us on Facebook at and Twitter at

Technology Supplies Ltd

Technology Supplies is the leading Design, Technology and Engineering specialist for education worldwide. Our globally trusted services include installations, from design and consultation to commissioning and training; maintenance services for all types of educational workshops; supply of over 8,000 curricula-aligned products; and excellent aftercare support across all products and equipment.


i2r Packaging Solutions Limited manufactures a comprehensive range of wrinkle wall and smooth wall aluminium foil containers used throughout the food industry, providing high quality, lightweight, robust products, for many leading consumer brands. i2r’s experienced development team focuses on custom designed innovative tray solutions developed in conjunction with major retailers and food processors. Together with their parent company Contital S.r.L.
i2r supply the UK, Eire, Continental Europe, Middle East, North America and Asia. With the environment at the forefront of our minds, i2r produces
unique industry products that use less material achieved through intellectually protected designs.

Impression Technologies

Impression Technologies was formed in January 2013 to act as a portal between Imperial College London’s Engineering Faculty and automotive and transport manufacturers.   Its HFQ® technology has already been taken up by a number of high-end manufacturers in the automotive industry.

The company has recently moved its premises to Coventry and opened a state-of the art Production and Technology Development Centre to showcase its innovative technology and its application to production processes.

Newcastle-under-Lyme launch MetalMatters

Newcastle-under-Lyme Borough Council has launched a MetalMatters campaign to remind householders to recycle food and drink cans, foil, empty aerosols, foil trays and metal screw tops in their red recycling box.

Leaflets have been sent to 56,000 homes, recycling vehicles are now fitted with promotional signs and residents can find out more at several planned roadshows. Supporting messages will also be shared on social media.

Homes in the borough use more than 66 million cans, foil trays and aerosols every year – if all of this was recycled, it would be the equivalent to taking more than 382 cars off the road. Making drinks cans from recycled metal saves up to 95 per cent of the energy and greenhouse gas emissions needed to make both aluminium and steel from raw materials.

Cllr. Trevor Johnson, Cabinet member for environment and recycling, said: “Residents have formed very good recycling habits but we want to raise awareness about particular items that can have a massive impact on the environment as they are easily and endlessly recyclable. Every can recycled saves enough energy to run a television for four hours so a small action like putting your empty bean tin into your red box can make a big difference.”

The MetalMatters programme is an industry partnership involving leading producers, users and recyclers in the UK and is managed by the Aluminium Packaging Recycling Organisation (Alupro) on behalf of these funding partners. The MetalMatters campaign has been launched in 84 local authority areas and reached more than 5.5 million households since 2012.

Rick Hindley, executive director of project managers at Alupro, added: “It is great to be able to work in partnership with Newcastle-under-Lyme Borough Council to promote the recycling of metal packaging. This campaign has delivered significant increases in the amount of metal packaging collected for recycling in other parts of the UK, so we are aiming to repeat – and hopefully better this – in the borough.”


Recycling programme extends sponsorship of UK professional women’s cycling team

As women’s cycling continues to gain momentum, recycling programme ‘Every Can Counts’ has furthered its investment into the UK based Trek-Drops professional women’s cycling team for the duration of the 2018 season.

This is the second consecutive year that the Every Can Counts programme, managed by the Aluminium Packaging Recycling Organisation (Alupro), has supported the female riders having seen the sport as an emerging market which has similar values to its own.

In addition to partnering the team in the UK; additional support from industry bodies European Aluminium and Metal Packaging Europe (MPE) means the Every Can Cans programme has become Trek-Drops’ ‘lead partner’ across Europe. Every Can Counts will now actively support the team when they race in the UK, Belgium, Netherlands, France and Spain.

With just a small percentage of the women’s professional peloton actually receiving a wage, the support of sponsors such as the ‘Every Can Counts’ programme is key to the development of the sport.

Rick Hindley, Executive Director of the Every Can Counts programme, said: “Trek-Drops is one of a small handful of women’s professional cycling teams in the world that pays every rider in its team a wage. We are immensely proud to be associated with the team and in helping to play our part in the continued growth of women’s cycling.

“There is a real synergy between the core values of Trek-Drops and the Every Can Counts programme – and there’s the obvious natural link between cycling and caring for the environment. Aluminium and steel drinks cans are purchased by millions of people every day, including at sporting events. Recycling one tonne of aluminium saves nine tonnes of CO2 emissions – and one tonne is the equivalent to a car driving 2800 miles. Just imagine how much CO2 we would be reducing if we all cycled and recycled.”

Tom Varney, Team Director at Trek-Drops added: “We’re delighted to continue our partnership with Alupro and welcome the increased support from both the MPE (Metal Packaging Europe) and European Aluminium. This additional support via the Every Can Counts programme is a huge benefit to the team and will help us progress further this year. The riders and staff will be helping to encourage cyclists across Europe to do their bit to protect our environment by recycling their drinks cans – making every can count! We’re excited to continue to explore opportunities as to how we can spread this great message further.”

Every Can Counts will be at various races across Europe and the UK and will offer friends and family the chance to race against each other by taking part in their unique ‘Recycling Game’. Further information about the Recycling Game can be found here:

Hindley saw a boost in campaign profile thanks to the Every Can Counts presence at some of the UK’s most popular cycling events and he added: “We received a fantastic reaction to the Every Can Counts campaign and we look forward engaging with the professional female riders and the cycling public for a second year in 2018.”


For more information about Every Can Counts or to find out more about how your business or organisation can sign up to Every Can Counts visit or call 01527 597 757.


About Every Can Counts

Every Can Counts is a partnership between the European and UK drinks can manufacturers, and the aluminium recycling industry and leading drinks brands. The programme currently operates in 13 European countries.

You can also follow Every Can Counts on Facebook and Twitter.