Valpak pledges support for MetalMatters

The Aluminium Packaging Recycling Organisation (Alupro) has announced that the UK’s largest packaging compliance scheme, Valpak, has become the latest funding partner to join the MetalMatters programme, which aims to boost the capture rates for metal packaging collected at kerbside.

As the UK’s leading provider of environmental compliance and data management services – Valpak believes that supporting the industry-funded recycling communications programme reflects commitment to continue to boost the recycling of packaging on behalf of its members.

Adrian Hawkes, Policy Director at Valpak said: “Having monitored the MetalMatters programme since the initial pilot campaign in 2010, we have seen the real difference it has made in helping to boost recycling rates for metal packaging and deliver a lasting benefit to both local authorities and producers.

“MetalMatters is a great example of industry and local authorities working together to engage local communities, drive up recycling rates and support the recycling sector. We recognise that high quality communications directly targeting households will play a key role in delivering increased recycling rates and are keen to actively support the ongoing development of the programme.”

Rick Hindley, Executive Director of project managers, Alupro said: “We are delighted to welcome Valpak as a MetalMatters funding partner. Their contribution will allow us to expand the programme into new local authority areas. Our successes to date show that partnerships work; and our programmes are making a major contribution to delivering lasting and positive behaviour change.

“Thanks to the value of the additional metal packaging collected and landfill avoided MetalMatters campaigns typically recover the financial investment within 12 months, delivering outstanding return on investment for local authorities and their waste management partners.”

To date MetalMatters campaigns have been delivered in 73 local authorities across the UK, and in 2016 have already directly targeted over 1 million households. The campaign is based around a two-phase leaflet drop which informs and reminds householders about what and how to recycle, and explain what happens to metal packaging when it is recycled.

The programme is funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered on their behalf by Alupro, with support from local authorities and their waste collection partners.