Unilever is the latest firm to sign up to fund metal packaging recycling campaign MetalMatters.
The consumer products giant will help fund the recycling programme over two years as part of its “sustainable living plan”.
The Metal Matters initiative works with local authorities and their collection partners to boost metal packaging recycling by households via a communications campaign. It is jointly funded by a partnership of recyclers and metal packaging producers, and is run by Aluminium Packaging Recycling Organisation (Alupro).
Unilever, which runs Europe’s largest aerosol factory, has previously partnered with the Aerofoil programme to expand collection systems to include aluminium foil, and aerosols.
Louis Lindenberg, global packaging sustainability director at Unilever, said the company was working with partners in NGOs, government and industry to increase recycling by 5% by 2015 and 15% by 2020.
“As a consumer business it is imperative to take the lead and support initiatives that aim to shift consumer attitudes and help increase the amount of materials recovered for recycling.
“We have been impressed by the early successes delivered by the MetalMatters programme, and realise that continued success depends on the involvement of brand-users of metal packaging,” he added.
This year the MetalMatters programme has developed campaigns with 15 local authorities and waste partnerships in the UK.
Other funding partners include reprocessor Novelis, Tata Steel, Coca Cola, Metal Packaging Manufacturers Association, British Aerosol Manufacturers Association, and the Beverage Can Makers Europe.