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Industry campaign boosts metal recycling

The metal packaging industry’s recycling campaign reached 1.9 million households in 31 local authority areas, the group said.

In its review of 2012 the Alupro-run communications campaign MetalMatters said it had helped expand the range of metals collected at the kerbside, with 13 partner councils now collecting foil trays, household foil, aerosols and metal caps and closures.

The group said it developed six campaigns in 2012, with four of them - for Arc21 in Northern Ireland, Sefton Borough Council, Aberdeen City and Aberdeenshire County Councils and Portsmouth City Council - completed during the year.

Campaign funding partners


Cost per household

Metal capture rate % increase

Northern Ireland

arc21 waste partnership

DOE NI ‘Rethink Waste’ Fund



Palm Recycling


Aberdeen City & Aberdeenshire

Zero Waste Scotland


13.7% (city)

9.18% (county)

Portsmouth City Council

Project Integra


The campaign, supported by WRAP and funded by industry, uses targeted communications and marketing to reach the public and encourage metals recycling.

Rick Hindley

Rick Hindley, executive director of Alupro (left), said: “Our plans for MetalMatters were shaped by the 2010 pilot scheme, which produced hard evidence to show that the industry’s approach resulted in demonstrable successes.

“After a year of refining the programme to suit a range of local collection systems and circumstances, and building on our experiences, I am delighted that MetalMatters continues to deliver a strong return on investment. It makes a difference within local communities and drives up local recycling rates.

“We have big plans for the year ahead and firmly believe the continual growth of the programme lies within widening our network of stakeholders. We would encourage more waste management companies, waste partnerships and local authorities to become involved with MetalMatters.”

MetalMatters is jointly funded by an industry partnership made up of the Ardagh Group, Beverage Can Makers Europe (BCME), British Aerosol Manufacturers Association (BAMA), Coca Cola Enterprises Ltd, Coppice Alupack, i2r Packaging Solutions, ITS, Metal Packaging Manufacturers Association (MPMA), Nicholl Food Packaging, Novelis UK Ltd, Tata Steel, Unilever, Wrapex and Wrap Film Systems Ltd.

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