Valpak partners in growing MetalMatters recycling programme

Packaging compliance scheme Valpak has become the latest funding partner to join the MetalMatters programme, a scheme to help councils boost their capture rates for metal packaging in kerbside recycling.

MetalMatters programmes provide leaflets to residents informing and reminding them about what metal products can be recycled and how, as well as explaining what happens to metal packaging when it is recycled.

To date, MetalMatters campaigns have been delivered in 73 local authorities across the UK, and throughout 2016 so far have targeted over one million households directly.

Valpak partners in growing MetalMatters recycling programme

The programme is funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered by the Aluminium Packaging Recycling Organisation (Alupro).

Luton was the latest council to sign up for a MetalMatters campaign in June, meaning the campaign has now reached more than 4.4 million households since it was created in 2010. From this, Alupro says that participating councils have achieved an average increase in metal capture of 18 per cent, at an average per household cost of 27 pence.

‘Real difference’ made in boosting recycling rates

Valpak, which provides environmental compliance and data management services to packaging companies, joins 15 other organisations as a partner in the programme, and is the first compliance scheme to become involved.

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 Alupro, added: “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.”

More information about the MetalMatters programme can be found on its website.

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