Every Can Counts celebrates fifth anniversary and European expansion


Away from home drinks can recycling initiative Every Can Counts is celebrating its fifth anniversary and its expansion into seven European countries.

In the UK, the programme is delivered by a funding partnership comprising European and UK beverage can manufacturers, the aluminium packaging industry and leading drinks brands.


There are over 10,000 Every Can Counts branded recycling collection points in workplaces throughout the UK and the programme has taken part in 54 days of promotional activity at festivals and events since its launch. In the UK, the campaign is managed by Alupro.

And by the end of 2013, the European programme under the Every Can Counts brand has seen 11,500 branded beverage can recycling points introduced.

 Alupro executive director Rick Hindley said: “In the five years since we launched Every Can Counts as a trial programme in the UK, we’ve seen it go from strength to strength, attracting investment from major brands and working to promote drinks can recycling in workplaces and at major events, not just in the UK but across Europe.

“Key to this success is the programme model, which has enabled industry partners to easily replicate the scheme in other markets. So whether a consumer is in Montenegro or France (pictured) they get the same encouragement to recycle.”

Every Can Counts is due to launch in Greece this year, and further European expansion is planned.