Originally developed by Beverage Can Makers Europe (BCME) in partnership with Novelis and Tata Steel, and supported by Wrap, the metalmatters programme achieved impressive results in pilot programmes in two local authorities, improving kerbside capture rates for metal packaging, the company said. The programme was named Communications Campaign of the Year at the recent CIWM Awards for Environmental Excellence.
Alupro will build on the successes achieved so far, and draw on learnings from its own successful Aerofoil programme, which helped local authorities expand kerbside programmes to include aerosols and foil containers. It will focus initially on developing campaigns in strategic partnerships with local authorities and developing the funding base to ensure the programme becomes a showcase for extended producer responsibility for partners across the metal packaging industry.
As part of this process Coca-Cola Enterprises has become the first packer/filler to partner with the programme, along with the UK’s leading foil container manufacturers i2r Packaging Solutions, Nicholl Food Packaging and Coppice Alupack.
Coca-Cola Enterprises commercial recycling manager, Nick Brown, said: “Metalmatters is an excellent example of an industry initiative that is capable of really delivering results and creating positive change. As a company committed to transforming recycling by educating and inspiring consumers, championing improvements to existing collection systems and by investing in strategic recycling infrastructure projects metalmatters is a perfect fit for us and we look forward to contributing to its future success.”
Source: Alupro
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