The Aluminium Packaging Recycling Organisation (Alupro) has announced that Carlsberg UK has become its newest member and has also joined the funding partners of the “Every Can Counts” recycling programme. 

Carlsberg UK is the first brewer to join Alupro and its membership marks the company’s commitment to increase the recovery and recycling of its aluminium cans used across its portfolio of beer and cider brands, which alongside Carlsberg and Carlsberg Export includes Tetley’s, Tuborg, San Miguel and Somersby.

Staff from Carlsberg UK on duty as Every Can Counts ‘recycling warriors’ at Latitude 2013

Through its funding partnership of the successful “Every Can Counts” programme, Carlsberg aims to take the ‘away from home’ recycling message directly to consumers, in particular at outdoor events such as music festivals.  Already this summer Carlsberg UK staff have been supporting recycling promotions under the Every Can Counts brand at Latitude Festival in July and will do so again at Leeds Festival later this month.

Matt Winterburn, head of CSR (Corporate Social Responsibility) at Carlsberg UK commented: “Joining Alupro and in particular working with its Every Can Counts programme, helps us to engage with our customers, suppliers and consumers on a variety of CSR initiatives, specifically on the aluminium recycling message.  We aim to demonstrate leadership in social responsibility and this partnership with Alupro further underlines our commitment to being engaged with society.”

Speaking of the partnership, Rick Hindley, Executive Director of Alupro, added: “Having Carlsberg UK as members and funding partners is great news as it demonstrates their commitment to driving up recycling rates, and their recognition that working with the wider aluminium packaging industry on recycling programmes can play a significant role in achieving our shared objectives.

“The partnership will offer new opportunities to communicate the recycling message to consumers, and we’re particularly looking forward to developing our partnership in this area in the future.”

Carlsberg has already kick-started its relationship with Alupro having hands-on experience at last month’s Latitude Festival, where a number of Carlsberg UK staff supported the “Every Can Counts” presence, which used a number of promotional activities – live entertainment, golf challenges and competitions – to engage with festival goers.

Rick concluded: “We are delighted to have partnered up with Carlsberg UK and look forward to exploring the ways in which we can work together and make a real difference to the aluminium packaging recycling industry.”