MetalMatters has launched in Scotland with the support of the Scottish Government and funding from Zero Waste Scotland. The metal packaging industry-led programme is designed to increase the capture rate for metal packaging collected for recycling by households. It is hoped it will contribute to the Government’s vision of a Zero Waste society. MetalMatters is being rolled out initially in Aberdeen City and Aberdeenshire Councils.

Richard Lochhead MSP, Cabinet Secretary for Rural and Environmental Affairs commented: “We are committed to increasing recycling rates in Scotland to 70% by 2025, as part of our Zero Waste Plan. We welcome the MetalMatters programme and look forward to it making an innovative contribution towards our goals.

“MetalMatters is also a great example of how industry and local authorities can work together to engage local communities, drive up recycling rates and also support further development of our waste management and recycling sectors.”

The current campaign, which is running across Aberdeen City and Aberdeenshire, includes leaflets, which have been sent to every home across Aberdeen City and Aberdeenshire, supported by radio and newspaper advertisements. Recycling vehicles in both local authorities will also carry the ‘make your metals matter’ message and roadshows in town centres and at major local events will enable residents to get more information about the campaign. The eight week campaign, which is managed by Alupro, is being jointly funded by an industry partnership comprising the UK’s leading producers, users and recyclers of metal packaging and Zero Waste Scotland.

Zero Waste Scotland Director, Iain Gulland said: “Households already recycle a great deal of packaging and want to ‘do their bit’ for the environment. Educational programmes, like MetalMatters, are key to getting more people to recycle more often. We need a greater understanding at grass roots level that household metals are a precious resource rather than waste – metals are a good example, as they can be recycled endlessly without loss of quality. It makes sense to residents that they should separate and recycle all their empty cans, food tins, aerosols and foils.”

Rick Hindley, Executive Director of Alupro added: “Scotland’s commitment to a Zero Waste society is something we are proud to be involved with and we welcome the support of both the Scottish Government and Zero Waste Scotland. We are looking forward to seeing how the campaign develops and the impact it has on household metal packaging and attitudes to recycling.”

Alupro took over management of the MetalMatters programme in late 2011 and so far this year has launched campaigns in Northern Ireland, and Sefton Borough Council in addition to the Aberdeenshire and City programme.