Bath & North East Somerset Council join national aerosol recycling project

Bath & North East Somerset Council have announced their involvement in an initiative to improve the national recycling rate of post-consumer aerosols. The project is being funded by Alupro through the Aerosol Recycling Initiative (UKARI) and facilitated by Suez recycling and recovery UK (SUEZ).

As part of a four-phase process, valuable kerbside waste composition data has been collected from households across the region. Capture, sorting and recycling volumes of aerosol containers were carefully measured and presented back as a material baseline.

Following completion, a targeted communications programme has been rolled-out with the specific aims of improving resident education and driving positive behavioural change. Further sampling will be undertaken to measure the direct impact of proactive communications. Finally, an audit will be undertaken in six months’ time to better understand the activity’s long-term impact.

The data will be combined with insight from several other local authority trials, which all took place earlier this year. Alongside measuring the real-world impact of communications on consumer recycling behaviour, the programme aims to provide a representative picture of the UK’s residual waste composition.

Tom Giddings, executive director of Alupro, commented: “We’re delighted that Bath & North East Somerset Council is taking part in our initiative to understand collection volumes and examine the role of communications in driving positive change. Once complete, the project will help to inform national thinking when it comes to increasing aerosol recycling rates.

Tom Merry, Commercialisation & Innovations Manager at SUEZ recycling and recovery UK added: “In a post-DRS world, new targets set to be announced under EPR legislation

will require 50% of aluminium packaging (excluding beverage cans) to be collected for recycling. It’s therefore imperative that we maximise the recycling rates of aerosols, through establishing a baseline recycling rate and improving public understanding. We’re pleased to be working with Alupro to drive forward this initiative and aim to share best practice with the sector through our research findings.”

Councillor Mark Elliott, Cabinet Member for Resources at Bath & North East Somerset Council, concluded: “We are really pleased to be one of four local authorities taking part in these trials. We have already achieved an outstanding 60% recycling rate in 2024/25 and partnering with Alupro and SUEZ on this initiative to give residents clear advice on how to recycle aerosols should help to increase the number of empty aerosols placed in household recycling green boxes.”

For more information about UKARI, please click here.

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Alupro launches 2024 impact report

As part of a commitment to demonstrating the results of its pioneering initiatives, Alupro has launched its 2024 impact report. Detailing activity delivered during the 12-month period, the document explores the outputs of its campaigns and tracks progress towards achieving a 100% recycling rate for aluminium packaging.

Alongside providing a snapshot of the UK’s aluminium industry, the report outlines the achievements of Alupro and its members, as well as explaining the contribution of aluminium packaging recycling when it comes to tackling the pressing global issues of resource overconsumption and climate change.

With 157,000 tonnes of aluminium packaging collected for recycling in the UK during 2024, the sector once again exceeded its targets. Through Alupro’s campaigns, initiatives and policy work, the organisation continues to play a driving role in further accelerating this progress.

In total, 750,000 festival goers were inspired through its Every Can Counts initiative, 483,000 households were educated via its MetalMatters programme, 411,000 households were motivated by its ‘foil in love with recycling’ campaign and 39,000 students were reached through its education projects. Elsewhere, the team engaged with more than 1,000 experts and policy makers on matters of legislative development to maximise the chances that new reforms worked to deliver an even more circular aluminium packaging supply chain

Tom Giddings, executive director at Alupro, commented: “We’re delighted to launch our latest impact report and provide further insight into the important work that we deliver. As a member organisation, it’s important that we always target our work at the big challenges and opportunities our members are facing. This report is a great way to demonstrate and evaluate the progress we’re making towards achieving ambitious national goals.

“Last year, our campaigns reached, educated and inspired millions. This is positive progress when it comes to increasing awareness of best practice recycling and inspiring behavioural change. However, we’re already working hard to build on these foundations and deliver upon our responsibility as the voice of the industry.”

To find out more, or to download Alupro’s 2024 impact report in full, visit alupro.org.uk/impact2024 .

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MetalMatters shortlisted for 2025 National Recycling Awards

MetalMatters has been shortlisted in the ‘Campaign of the Year’ category at this year’s National Recycling Awards. The prestigious event, which takes place at the Hilton London Metropole on 25 November, celebrates innovation and achievements from across the waste management industry.

MetalMatters is the metal packaging industry’s dedicated community engagement initiative, specifically designed to boost metal packaging recycling rates at the kerbside. Run by Alupro, the programme uses the transformational nature of metal recycling to educate and inspire the general public, improving understanding, securing widespread buy-in and fostering positive behavioural change.

The ‘Campaign of the Year’ category aims to shine a spotlight on creative, engaging initiatives that have driven a notable positive impact. This could include boosting reuse rates, increasing recycling volumes, reducing contamination or inspiring best practice within the supply chain.

Shortlisted for its recent collaboration with Leicestershire County Council, MetalMatters demonstrates the pivotal role of communication in driving behavioural change. The judges were impressed with the initiative, which adopted a digital first approach to engage with householders across the county and encouraged them to recycle their metal packaging.

Rolled out in January 2025, the six-week campaign saw creative, eye-catching collateral shared across the council’s social media channels and website, with messaging focusing on the value of recycling. Sampling data taken before and after the programme demonstrated a 9.8% increase in metal yields – despite a reported 2% decline in overall recycling volumes in the same period.

Interestingly, the value of the additional collected material, when combined with avoided landfill disposal fees, meant that the campaign paid for itself in just two months – all the while delivering powerful, measurable, long-term behavioural change.

Commenting on the shortlisting, Tom Giddings, executive director of Alupro, said: “By delivering educational materials and clear recycling guidelines, MetalMatters fosters a greater understanding of the environmental and economic benefits of recycling metal packaging. It plays an important role in driving behavioural change and promoting environmental sustainability.

“Being shortlisted in the NRAs is excellent news indeed – it demonstrates interest around communications initiatives and their ability to deliver profound change. We’re looking forward to attending the ceremony and celebrating best practice.”

MetalMatters is funded by the UK’s leading metal packaging manufacturers, reprocessors and packer-fillers. Partners include Novelis UK Ltd, Tata Steel Ltd, Cofresco, ITS, Melitta, Wrapex, Unilever, Ardagh Group, Ball Corporation, Guala Closures Group, ADVANTA, i2r Packaging Solutions, Coppice Alupack, ecosurety, valpack, the British Aerosol Manufacturers Association (BAMA), Beverage Can Makers Europe (BCME), the Metal Packaging Manufacturers Association (MPMA) and Alupro.

The initiative is currently seeking partners for its 2026 campaign schedule. To find out more, visit .metalmatters.org.uk.

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Communications programme launched to improve UK aerosol recycling

As part of a pioneering initiative to improve the recycling rate of post-consumer aerosols, a creative programme has been rolled out across two local authorities to measure the impact of communications on recycling behaviour.

Managed by Alupro and funded through the Aerosol Recycling Initiative (UKARI) in partnership with SUEZ recycling and recovery UK (SUEZ), the campaign follows hot on the heels of independent sampling projects at MRFs in Greater Manchester and the West Midlands, which aimed to gather representative household waste composition data.

Designed with the specific aim of educating householders about best practice aerosol recycling, the digital-first, video-led campaign focuses on the strapline of ‘shake, spray, squirt’. The content, which will be shared across social media via a targeted engagement strategy, explains how to recycle empty aerosols and how to dispose of partly-dispensed containers with residual liquid still inside.

Supported with wider marketing tactics (signage at Household Waste Recycling Centres), the posts each link back to a dedicated campaign microsite. With a look and feel that reflects the wider campaign, users can find out more about what happens to aerosols once collected from the kerbside, as well as read a step-by-step guide to best practice aerosol recycling.

Following the conclusion of each campaign, a further sampling trial will be undertaken, comparing results with initial composition data to better understand the relationship between communications and consumer recycling behaviours. Moving forward, this insight will be used to guide local authority engagement activity, with the ambition of driving a national uplift in aerosol recycling rates.

Tom Giddings, executive director of Alupro and the UK Aerosols Recycling Initiative, commented: “Research suggests that householders are widely unsure about how best to recycle aerosols. As a result, far fewer containers are collected at the kerbside than most other forms of metal packaging.

“Having collated control data, we’re excited to have launched the second phase of the initiative in two UK geographies. Our campaign materials have been designed using more than a decade’s experience in the development and deployment of consumer engagement programmes. We have

tested the campaign with focus groups and have seen our panels respond very well to the assets we’re going to use. As such, we’re confident that the ‘shake, spray, squirt’ materials will deliver impressive results, driving up the capture rates of empty metal aerosols and the proper disposal of non-empty items.

“We’re looking forward to following up with subsequent sampling trials to understand the real-world impact on recycling behaviours.”

Led by Alupro, the UK Aerosol Recycling Initiative brings together partners from across the aerosols value chain. These partners include SUEZ recycling and recovery UK, Ball Aerosol Packaging, Trivium Packaging, the British Aerosol Manufacturers’ Association (BAMA), packaging compliance scheme Ecosurety, consumer brand Henkel, valve manufacturer LINDAL Group, waste company CleanEco, aerosol producer Moravia Cans and processors of reclaimed metal Tandom Metallurgical Group Ltd and Tata Steel UK.

Background to the UKARI programme can be found at https://alupro.org.uk/industry/programmes/the-uk-aerosol-recycling-initiative.

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Alupro to share best practice at 2025 LARAC Conference

Next week (8-9 October), Alupro will showcase its latest behavioural change programmes at the 2025 LARAC Conference. Taking place at the Hilton Metropole in Birmingham for its 40th anniversary celebrations, the event will bring together more than 500 representatives from across 170 local authorities to discuss pertinent issues and share best practice.

Offering a comprehensive exploration of the latest developments in waste and recycling, the agenda features panel debates, keynote speakers, case studies and discussions around legislative change. Key topics will include extended producer responsibility (EPR), deposit return schemes (DRS), Simpler Recycling regulation, contamination minimisation strategies and resource management optimisation.

Throughout the two-day event, the Alupro team will be available to speak with delegates about its latest communication and engagement initiatives. With the aim of improving awareness and understanding about aluminium packaging recycling, each programme has been designed to improve householder education and drive widespread behavioural change.

 

MetalMatters – funded by the metal packaging industry, MetalMatters aims to showcase the benefits of recycling metal packaging. Designed to support kerbside recycling schemes, the initiative can be implemented by local authorities across a region, by collection round or by demographic targeting.

Every Can Counts – an industry-funded programme working towards a 100% recycling rate for drink cans. The programme delivers creative campaigns that inspire people to do the right thing with their empty cans, as well as offering free recycling support to businesses and organisations around the UK.

 Foil in love with recycling – with the objective of driving higher capture rates and combatting contamination issues, foil in love with recycling is a digital-first engagement campaign that harnesses multiple communications tactics to engage with residents and drive positive behavioural change.

 Bin-fluencers – bringing resource efficiency into the classroom in a fun and engaging way, Bin-fluencers comprises a series of KS3-friendly fact-filled animations and practical challenges. Supporting teaching notes, curriculum links, quiz questions and challenge sheets are available to download from the Learning Aluminium website.

 Masters of Infinity – As part of its commitment to educating the next generation about the circular properties of aluminium, Alupro’s Masters of Infinity initiative invites KS2 schoolchildren to embark on a creative mission to defeat evil villain Land Phil, pledge their allegiance to recycling and become Masters of Infinity.

 

As part of the LARAC Celebration Awards, which take place during the conference, Alupro’s Every Can Counts initiative has been shortlisted in the Best Partnership category for its work with Preston City Council. The campaign saw a giant art installation created using recycled drinks cans to raise awareness of the infinite recyclability of aluminium.

Tom Giddings, executive director at Alupro, commented: “The LARAC Conference brings together representatives from every local authority across the UK to share best practice and learn more about the most important waste management updates – from policy changes and funding opportunities, to possibilities for collaboration. The event provides a unique opportunity to share our latest campaigns and initiatives, as well as showcase their positive impacts.

“Having exhibited at the conference for a number of years, we’re looking forward to getting together with old and new contacts, providing our insight into upcoming regulatory change and celebrating the event’s 40th anniversary. Seeing our Every Can Counts initiative shortlisted for an award is the icing on the cake!”

For more information about Alupro, visit www.alupro.org.uk, or meet the team on the stand in the LARAC partners exhibition at the 2025 LARAC Conference.

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Westmorland and Furness residents encouraged to ‘foil in love’ with recycling

Householders are being asked to ‘foil in love’ with recycling, as part of a new campaign launched by Westmorland and Furness Council. From wrapping foil and aluminium trays to aerosols, beverage cans and empty food tins, the initiative calls for local residents to recycle their foil packaging.

Launched earlier this week (22 September) to celebrate Recycle Week, the digital programme will target households through social media outreach activity. The overall goal is to raise awareness of foil recycling collections and encourage householders to follow best practice guidance.

Councillor Giles Archibald at Westmorland and Furness Council, commented: “While we’ve seen a huge improvement in recycling volumes and material quality in recent years, there’s still far more that can be done. Recycling metal packaging is not only great for the environment but also ensures that valuable materials can be used again and again.

“Working in partnership with Alupro, we hope this campaign will encourage residents to think twice about putting recyclable packaging in the general waste bin. We previously partnered with the team to roll-out its MetalMatters campaign, which delivered hugely impressive results. We’re hopeful this latest initiative will achieve the same level of success in engaging our communities.”

Tom Giddings, executive director of Alupro, added: “Educating the general public about best practice recycling is one of our key goals. Our consumer engagement campaigns promote a positive message in a creative way – we’re not forcing people to recycle, we’re inspiring behavioural change.

“With our ‘foil in Love’ campaign, we’re spreading two important messages. Firstly, just how easy it really is to recycle your used aluminium packaging – simply rinse and place in

the correct bin. Secondly, aluminium can be recycled again and again – the perfect circular packaging economy.”

The Westmorland and Furness ‘foil in love’ with recycling campaign kicked off on Monday 22nd September and will run for a four-week period.

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Alupro champions metal packaging at ESS Expo 2025

Earlier this month (17-18 September), Alupro took to the stage at the Environmental Services & Solutions (ESS) Expo to champion the circular economy for metal packaging. The event, which was held at the NEC in Birmingham, brought together hundreds of exhibitors and thousands of attendees to help shape the future of our planet.

As part of a packed agenda, Alupro’s executive director Tom Giddings chaired the ‘Why metal can’t be left behind: the next frontier in DRS’ panel discussion. The session explored how a DRS will supercharge beverage can recycling and the long-term benefits a scheme will deliver for UK PLC.

Giddings was joined by an illustrious council of speakers from across the aluminium packaging supply chain, including Alexandra Williams, UK government affairs & policy at Novellis; John O’Maoileoin, group sustainability director at CANPACK Group; and Rosie Bartrum, head of public affairs at Coca-Cola Europacific Partners GB.

Elsewhere, in the RWM Packaging Theatre, Alupro’s sustainability and public affairs manager, Martin Hyde, took part in the ‘Navigating the new legislation: understanding the Deposit Return Scheme’ panel discussion. Hyde joined Carla Brian, head of partnerships at Biffa; and Parrick Brighty, head of recycling policy at the Environmental Services Association (ESA), to discuss the implications of incoming DRS legislation and how it will make the economic value of materials more apparent to consumers.

Throughout the two-day expo, Alupro exhibited on stand CAR-B331. Alongside showcasing its latest educational campaigns, the team were on hand to discuss how effective communication can help to raise widespread consumer awareness about best practice aluminium packaging recycling.

Tom Giddings, executive director at Alupro, commented: “ESS brought together leading representatives from across the environmental supply chain to discuss, debate and learn. The event offered a unique opportunity to present our latest awareness campaigns and educational initiatives, as well as share the positive impacts of our latest collaborations. It’s always a brilliant show to attend and we enjoyed sharing our latest insights.”

ESS is the premier event dedicated to showcasing new innovations and solutions in the fields of the circular economy, net-zero emissions, sustainability and biodiversity conservation. Bringing together seven separate exhibitions – The Resource & Waste Management Expo (RWM); the Complete Auto Recycling Show and Metals Recycling Event; The Contamination & Land Remediation Expo; The Geotechnical Engineering and Operations Expo; The Energy, Fuels & Decarbonisation Expo; The Water, Wastewater and Environmental Management Expo; and The Air Quality & Emissions Expo, the event provides a pivotal platform for collaboration and knowledge exchange.

For more information about Alupro, visit www.alupro.org.uk.

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Calderdale residents encouraged to recycle their metal packaging

A digital communications campaign promoting best practice metal packaging recycling is set to be rolled out across Calderdale. Launching on Monday 22nd September, the programme will target more than 90,000 households across the borough, with the aim of improving kerbside recycling rates.

Delivered by Alupro, ‘MetalMatters’ will use targeted social media updates to engage with residents and communicate the benefits of recycling metal packaging. Additional promotional materials, including bin stickers for general waste bins, will also be produced and distributed as part of the campaign.

Commenting on the launch, Cllr Danielle Durrans, Calderdale Council’s Cabinet Member for Public Services and Communities, said: “While we’ve seen a huge improvement in Calderdale’s metal packaging recycling in recent years, there’s still far more that can be done.

“By keeping metals like food and drink cans, aluminium wrapping foil, foil trays, empty aerosols and metal screw tops out of the rubbish bin and recycling them with the rest of the items we collect on the weekly recycling service, we can all play a part in Calderdale’s priority to protect the environment, and make sure valuable materials can be used again and again.”

Tom Giddings, executive director of Alupro, added: “Since its launch in 2012, MetalMatters has proven instrumental in educating the UK general public. We’ve collaborated with hundreds of local authorities and reached millions of householders nationwide.

“We’re delighted to be unveiling a new look version of our digital programme for Calderdale Council, which will help to deliver a measurable uplift in recycling rates by encouraging local residents to take positive action.”

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 implemented by local authorities across a region, by collection round or by demographic targeting.

For more information about Alupro, or its latest consumer engagement initiatives, visit the programes section of the Alupro website.

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Alupro responds to Welsh DRS and reuse consultation

Earlier today (18 August) the Welsh Government launched a consultation on the development of a Deposit Return Scheme (DRS) including reuse.

Commenting on the launch, Tom Giddings, executive director of Alupro, said: “We’re pleased to see momentum, ambition and further progress when it comes to designing a world-leading DRS in Wales. At Alupro, our priority is to champion initiatives to increase the recycling rate and circularity of aluminium packaging, so it’s positive to see the Welsh Government actively exploring other options to achieve the measures set out in its hugely ambitious Beyond Recycling circular economy strategy.

“We’re looking forward to reviewing the proposed policies and providing our counsel to ensure a coherent, effective and future-proofed DRS that works for all parts of the UK.”

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Q&A with Stephen Devine, membership & business development manager at Alupro

Earlier this month (August), Alupro announced the appointment of Stephen Devine as membership & business development manager. We sat down with Stephen a few weeks into his new role to understand his immediate priorities and hear his future vision for the UK’s aluminium packaging value chain.

Q – Congratulations on the new role, Stephen. Can you explain a little more about what you’ll be doing as the latest member of the Alupro team?

A – As Alupro’s new membership & business development manager, my primary role is to work closely with our existing members and sponsors, building strong working relationships and delivering upon our goal of fulfilling the industry’s obligation to meet (and exceed) recycling targets for aluminium packaging. However, with the ambition of growing our membership base, I’m also responsible for reaching out to the wider aluminium value chain and bringing new members on board.

Ultimately, our goal is to champion aluminium and maximise the circular packaging economy. As such, we’re committed to collaborating with and representing as many aluminium businesses as we can.

Q – What was your role prior to joining Alupro?

A – Having taken on a position within the Wastecare collection sales team in 2022, I quickly moved into the producer compliance team, where I later became commercial manager across the packaging, WEEE and battery compliance schemes. Here, I worked with numerous businesses across the UK to help them meet their regulatory obligations, while subsequently building an encyclopedia knowledge of EPR.

While I’ve been working in packaging, recycling and waste management for a number of years now, in a previous life I was a secondary school maths teacher. This ultimately wasn’t the right career choice for me, but the skillset I developed proves useful to this day when it comes to educating businesses about policy and recycling matters.

Q – Why did you make the jump to Alupro?

A – Simply put, Alupro has a national reputation for leading the aluminium circularity conversation. The UK is in a challenging, but exciting, regulatory period, so I thought now would be the perfect time to join a business that is helping to really shape the future.

The role allows me to combine my commercial experience and policy knowledge with my passion for the circular economy. It’s a really exciting role to be taking at a pivotal time for the industry.

Q – What are your immediate priorities?

A – My initial focus will be on member outreach. Connecting with our membership base, understanding their needs and the challenges they face. This is really important, as it helps us to further refine our activities and priorities to deliver maximum impact.

Elsewhere, I’ll be working on developing a dedicated members area on the Alupro website to provide resources and further opportunities for engagement. Finally, I’ll be building a new strategy to welcome new members and sponsors. All in all, a busy few months ahead!

Q – What do you hope to achieve in the long-term?

A – I’m aiming to build Alupro’s network and strengthen our relationships. By doing so, the ambition is to increase the adoption of aluminium packaging and maximise its recycling rate – in essence, driving progress towards a more circular packaging economy.

While challenges remain, the UK can be a shining example of best practice when it comes to the production, use and recycling of packaging. Aluminium is a critical material to achieve this and I’m looking forward to playing a role in further accelerating its profile. 

Q – With significant legislative change ahead, how can being a member of Alupro help aluminium packaging businesses?

A – Navigating the complexities of legislation can often be challenging, especially for smaller firms who may not have dedicated policy resources. Being a member of Alupro gives businesses access to expert guidance and support from our talented team, as well as a collaborative network of peers and in-depth industry intelligence.  

Together, Alupro is the voice of the industry, supporting the aluminium packaging value chain by influencing policy decisions and providing clarity for member organisations.

Echoing Stephen’s comments, the coming years will absolutely be an exciting yet challenging time for the UK packaging sector. We wish Stephen all the best in his new role and look forward to seeing the outcomes of his work in due course.

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