MetalMatters, the industry-funded communications campaign to increase the household recycling of metal packaging, has now partnered with 50 local authorities (LAs) across the UK after Wrexham County Borough Council became the latest to sign up this week.
The campaign, funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered by the Aluminium Packaging Recycling Organisation (Alupro), delivers targeted messaging to residents about the benefits of recycling and now covers more than three million households.
As part of the Wrexham campaign, leaflets will be distributed to residents to inform and remind them about what and how to recycle, and what happens to metal packaging once it is recycled.
Wrexham is the fourth LA in Wales to run the campaign in partnership with Waste Awareness Wales. Newport, the first to launch a MetalMatters campaign, reported a nine per cent increase in metal capture after it launched its campaign in 2013. Rhondda Cynon Taf Borough Council launched its MetalMatters campaign in November, and it will report its results later this year, along with those from Torfaen County Borough Council.
To mark the launch of the newest campaign, beverage can manufacturer Ball Packaging Europe invited Wrexham councillors and pupils from the local Brynteg County Primary School to its Wrexham plant to get a glimpse of the manufacturing process.
The Ball plant produces around seven million cans every week and says that one one can be recycled and back on sale in just eight weeks.
‘Significant milestone’ in fight to push up recycling rates
Commenting on the 50th partnership for MetalMatters, Rick Hindley, Executive Director of Alupro, which celebrated its 25th year of operation last September, said: “The Wrexham campaign marks a significant milestone for MetalMatters: three million households have now been directly targeted by our communications campaign, each one delivered for around 30 pence per household and delivering return on investment far beyond the initial financial outlay.
“MetalMatters offers a cost-effective solution to local authorities who are faced with flat-lining recycling rates and challenges including budget cuts and increasing landfill costs.”
Waste Awareness Wales’ Campaigns and Recycling Officer, Andrew Osborne, added: “It’s vital that we keep encouraging householders in Wales to recycle and MetalMatters is proving a very useful campaign to help us. It’s a tried and tested campaign with an extensive range of communications materials, making it very straightforward to set up and manage.”
Find out more about MetalMatters.
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How will the government and DMOs address the challenges of including glass in DRS while ensuring a level playing field across the UK?
There's no easy solution to include glass in the DRS while maintaining a level playing field. Potential approaches include a phased introduction of glass, potentially with higher deposits to reflect its logistical challenges. The government and DMOs could incentivise innovation in glass packaging design and subsidise dedicated return points for glass-handling. Exemptions for smaller businesses unable to handle glass might also be necessary. Any successful solution will likely blend several approaches. It must address the differing priorities of devolved administrations, balance environmental benefits with logistical and cost implications, and be supported by robust consumer education campaigns emphasizing the importance of glass recycling.