Alupro, the Aluminium Packaging Recycling Organisation, has appointed cleantech and environmental communications consultancy Prova to manage its external public relations activities. The agreement will see Prova deliver a powerful campaign to champion the benefits of aluminium packaging.

Alupro is an industry-funded, not-for-profit organisation with more than 30 years’ experience representing the UK’s aluminium packaging industry. The organisation works hard to fulfil the industry’s obligation to meet, and exceed, recycling targets for aluminium packaging. Members include Novelis, Hydro Aluminium, Crown Holdings, Red Bull UK, Nespresso and Ardagh Group.

Partnering with Prova will help Alupro to maintain its position as the sought-after authority of the sector, position aluminium positively in the national packaging debate and build strong links with the metal packaging sector to stimulate the UK’s collection infrastructure.

Bev Burnham, head of marketing & communications at Alupro, commented: “Aluminium is a true packaging champion. It has an intrinsically high value, can be recycled indefinitely and contributes to a perfectly circular economy.

“With climate change and sustainability continuing to hit the headlines across mainstream media, we wanted to champion the numerous benefits of aluminium packaging and celebrate its circularity. Partnering with Prova will help us to increase our voice and influence behavioural change – a key priority in the midst of government consultations regarding packaging and collections.”

Richard Postins, managing director at Prova, added: “Alupro is respected nationwide for its extensive work across the aluminium packaging loop. Over the coming months, we’re looking forward to working in close partnership with the team to lead the legislative debate, celebrate the circularity of aluminium packaging and build strong relationships across the sector.”

To find out about Prova, or its circular economy experience, visit www.provapr.co.uk.