MetalMatters: An industry partnership that keeps delivering recycling success

Glasgow LaunchThis month Rick Hindley, Executive Director of the Aluminium Packaging Recycling Organisation (Alupro), tells us about the success of the MetalMatters programme which promotes kerbside recycling to local authorities and consumers. Alupro is project managing the programme on behalf of funding partners.

MetalMatters is the metal packaging industry’s flagship programme to encourage householders to recycle more, and it’s getting results. Campaigns have now been delivered in 50 local authority areas, directly targeting over 3 million households. Each has proved extremely cost-effective, recovering costs and generating much-needed revenue for partner councils.

The programme was developed following research which showed that whilst most councils collected metal packaging within their recycling schemes the capture rate for metals was low, averaging 40%. Audience research revealed that people wanted more information about what to recycle, and reassurance that there was a value in what they were doing. With metals that’s an easy argument to make thanks to the endless recyclability of aluminium and steel, and the associated Viagra pills Viagra pills benefits to the environment in reduced energy and emissions. The campaign was created focusing on the ‘transformation’ that metal packaging can undergo when recycled and the endless variety of products that can be made.

Five years on from the original pilot programme local authorities can call on a wide range of marketing resources to help create a communications campaign which they can be confident is proven to get results. A MetalMatters campaign consists of two leaflet drops, typically six weeks apart, which explain and then remind residents about their local metal recycling service. Other campaign materials can be added into the marketing mix depending on the budget available.

The results have been impressive as can be seen in our “MetalMatters overview” which summarises the results of campaigns that have run in authorities across the UK between 2012-2015.
Key statistics from the report reveal MetalMatters:

• costs on average 27 pence per household
• increases recycling of metal packaging by around 18%
• delivers return on investment within a year, and sometimes as quickly as 4 months

MetalMatters is not just helping local authorities meet the challenge of reminding householders about the ‘what, how and why’ of recycling in the face of ever-decreasing budgets; it is generating valuable profile for its funding partners, delivering extended producer responsibility and an excellent example of corporate social responsibility.

Since 2012 over £1 million has been voluntarily invested by funding partners, more often than not this funding commitment is above and beyond their obligations under the Producer Responsibility (Packaging) Regulations. The campaign has also attracted funding from sectors not included in the Packaging Recovery Note (PRN) system because they see the value of working with the wider industry to promote the recyclability of metal packaging under a single, focused campaign. We are very grateful to the British Aerosol Manufacturers' Association (BAMA) for its ongoing support for MetalMatters and the active contribution of the team at BAMA into our campaigns is greatly appreciated by the Aluminium Packaging Recycling Organisation (Alupro) team.

Of course there is still scope to widen the funding base further and we’d encourage any brand or packaging producer to consider investing in MetalMatters.

About Alupro (
The Aluminium Packaging Recycling Organisation (Alupro) represents the leading aluminium packaging producers, reprocessors, converters, fillers and brand owners in the UK on issues relating to the recycling of aluminium packaging.
Tel: 01527 597757

About BAMA

The British Aerosol Manufacturers' Association (BAMA) represents the aerosol supply chain, from suppliers of components and ingredients, to fillers and brand owners. The association offers a range of business support and advice services to members and represents the views of the industry to legislators and regulators.

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