MetalMatters, the industry-funded recycling programme for metal packaging in the UK, has received the backing of FMCG giant Unilever.
The company behind many of the best-known brands in food, home products and personal care in the UK – including aerosol formats in the Lynx (‘Axe’ in Europe), Sure, Impulse and Tresemmé lines – has pledged its support for the recycling and kerbside collection programme, with an initial commitment of two years.
Developed by the metal packaging industry and run by industry generic Alupro (Aluminium Packaging Recycling Organisation), MetalMatters is designed to increase the capture rate for metal packaging collected for recycling by households, and is jointly funded by a partnership comprising the UK’s leading producers, users and recyclers of metal packaging.
The support from Unilever, which runs Europe’s largest aerosol factory, builds on a previous successful partnership with the Aerofoil programme, which has helped over 100 UK local authorities, covering 5.8 million households, to expand their collection systems to include aluminium foil, and/or aerosols.
Louis Lindenberg, global packaging sustainability director at Unilever, says: “One of our packaging goals set out in our Sustainable Living Plan is to work with partners in NGOs, government and industry to increase recycling by 5% by 2015 and 15% by 2020.
“This partnership takes us one step closer towards reaching this goal and demonstrates our continued efforts to help consumers reduce waste.”
Lindenberg adds that Unilever feels it is “imperative” for a leading consumer business to 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,” he says, “and realise that continued success depends on the involvement of brand-users of metal packaging. We look forward to making a positive contribution to MetalMatters’ continued success.”
The MetalMatters partnership is already working with a number of local authorities across the UK, with a recent campaign rolled out in the south coast port city of Portsmouth being the first to benefit from Unilever funding. So far this year the programme has developed campaigns with 15 local authorities and waste partnerships in the UK.
Alupro executive director Rick Hindley, says: “Unilever’s backing for MetalMatters demonstrates that the programme is being seen as a best practice model within the industry, and is offering its partners an opportunity to demonstrate their commitment to driving up recycling performance.
“The scale and potential of any programme is, of course, dependent on funding from key stakeholders. We welcome Unilever’s support and look forward to seeing MetalMatters continue to help householders recycle more at home.”
Jointly funded by industry organisations including Alupro, Beverage Can Makers Europe (BCME), British Aerosol Manufacturers Association (BAMA), and Metal Packaging Manufacturers Association (MPMA), MetalMatters is also supported by the UK government WRAP programme as well as major companies including Novelis, Tata Steel, Coppice Alupack, Nicholl Food Packaging, i2r Packaging Solutions, ITS Foil, Wrapfilm Systems, Wrapex and Coca Cola Enterprises.
Metal packaging is 100% recyclable The MetalMatters programme was recently launched in Portsmouth, UK
