Can maker Rexam has become the first manufacturer in the UK to produce commercial beverage cans bearing the Metal Recycles Forever logo.
The symbol has been endorsed by all members of Metal Packaging Europe and was designed to inform consumers about the inherent recyclability of metal packaging. Acting as a definitive symbol for the metal packaging industry, it is hoped that the logo will ultimately encourage consumers to recycle more, Rexam said.
The can manufacturer added that current environmental claims about packaging materials were fragmented, making it necessary for brand owners to adopt a simple and unified on-pack and off-pack message. The logo provides a clear call to action to prompt consumers to positively re-evaluate and re-engage with recycling, Rexam said.
The logo has been used for the first time on cans for craft brewer Concrete Cow.
Concrete Cow Brewery owner Dan Bonner added: “For us, the can in which we package our beer is a key marketing tool, which has to capture the personality and the soul of our brand. By displaying the Metal Recycles Forever logo on our can, we emphasise the role our consumers can play through recycling. And we make it clear that sustainability is important for us, and is in line with our own values.”
Rexam European sustainability manager Matthew Rowland-Jones said: “We’re delighted that Concrete Cow has decided to use the logo and see this as an extremely positive step in the right direction. We are now focussing on encouraging more of our customers to include the symbol on their cans, in a bid to change consumer attitudes to recycling. As Europe’s largest beverage can maker, we have a responsibility to support and encourage consumers to recycle their cans, through on-pack and wider marketing communications.
“As a member of Metal Packaging Europe, we are proud to have played a key role in the development of the Metal Recycles Forever logo. Rexam is a business that takes sustainability extremely seriously, across our products, our operations and our people.”
© FoodBev Media Ltd 2020
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