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Recycle Those Cans! Every Can Counts!

by Alan Harten
February 25, 2009

Jane Kennedy, Minister for Waste and Recycling, has given her encouragement to a programme by the name of ‘Every Can Counts’, to persuade the public and business sectors to save drinks cans, aluminium and steel, for recycling.

She said we are generally good at domestic recycling so we should broaden the programme to working areas so companies can contribute to greater recycling.

She went to see i-level in London, an online marketing group, which was an early member of the Every Can Counts campaign.

The campaign was started in October 2008 by the beverage industry and is run by the Aluminium Packaging Recycling Organisation (Alupro).

Its aim is to recycle the 40,000 tonnes of metal thrown away outside the home.

Funds come from UK Can makers, Beverage Can Makers Europe, and other interested parties.

During the visit Kennedy said that the campaign shows that government and the private sector can cooperate systematically to resolve a well-known issue.

Executive Director of Alupro, Rick Hindley, said at the launch that the beverage can business understands fully the work it needs to do to achieve its goals.

He said that they would locate winners for recycling in the working areas who could take charge of applying and encouraging Every Can Counts.

Alupro currently has not set precise targets, but it has already summarised plans for starting during the coming three years over the whole country.

Mr. Hindley added that, while high weights of cans will not be achieved immediately, during the startup the likelihood of reaching targets will increase.

Yesterday a 3-month recruitment campaign was started in Birmingham, by means of e-mail, direct mail, and adverts in newspapers, in a bid to persuade local groups to participate.

Those joining the programme will be given advertising materials to be displayed in their work areas, and can obtain identified containers using the website.

Fifteen businesses as well as the Royal Orthopaedic Hospital in Birmingham joined yesterday.

The supermarket chains may also sign up. Waitrose has 16 outlets in southern England testing the scheme in staff only areas.

I-level itself uses Every Can Counts materials.

Faith McCarthy, Group MD, said that 18 months ago they changed offices and decided to be green where possible and introduced the Every Can Counts Resources.

The receptacles and adverts are prominent so they were well used right from the beginning.

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