Fifth anniversary for Every Can Counts Initiative

The Every Can Counts drinks can recycling initiative is celebrating its fifth anniversary, having launched in 2009. Since its launch, the initiative has expanded into seven European countries.

In the UK the programme is delivered by a funding partnership comprising European and UK beverage can manufacturers, the aluminium packaging recycling industry and drinks brands. There are around 10,000 Every Can Counts branded recycling collection points in workplaces throughout the UK and the programme has taken part in 54 days of promotional activity at festivals and events since its launch.

The model is now being replicated across Europe. By the end of 2013 the European programme had driven the introduction of 11,500 branded beverage can recycling points, while individual country programmes have taken part in close to 600 days of promotional events to highlight the need to recycle out of the home.

Rick Hindley, executive director of UK programme managers, Alupro, says: “In the five years since we launched Every Can Counts as a trial programme in the UK we’ve seen it go from strength to strength, attracting investment from major brands and working to promote drinks can recycling in workplaces and at major events, not just in the UK but across Europe.

“Key to this success is the programme model, which has enabled industry partners to easily replicate the scheme in other markets so whether a consumer is in Montengero or France they get the same encouragement to recycle.

“As Every Can Counts is a non-commercial brand it allows all sectors of the industry to work in partnership to promote and encourage recycling. We are really excited by the impact the programme is having and about the prospect of developing new industry partnerships to communicate programme’s message to more people across the continent.”