Born in Belgium in 1975, David joined European Aluminium in March 2008, initially working on issues related to Public Affairs, Communications & Packaging. In 2015 he became Coordinator of the Packaging Group, and in 2019 he was appointed Manager of Packaging Group and Director of Every Can Counts, Europe.

Since then, the Every Can Counts programme started growing outside Europe with the inclusion of Brazil in 2019 and recent pilot projects in the United Arab Emirates and the USA. Today the programme is active in 20+ countries worldwide.

Over the years, David accumulated extensive experience and knowledge in the aluminium and can-making industries while developing professional communication, marketing, recycling, sustainability and management skills.

AL Circle: How is Every Can Counts working towards lessening the United Kingdom's and other nations' carbon footprint?

David Van Heuverswyn: Our programme’s mission is to inspire, encourage and empower people to recycle their drink cans wherever they are, with a focus on out-of-home drink can consumption and collection.

While constantly striving to achieve this mission, Every Can Counts is working towards lessening the carbon footprint across Europe and Brazil. Aluminium recycling saves a significant amount of energy compared to producing new aluminium, which directly translates into a reduction in greenhouse gas emissions. With a 76% recycling rate in Europe*, drink can recycling alone saves 4 million tonnes of CO2, equivalent to the emissions produced by a European town with 440,000 inhabitants. Cutting carbon emissions is critical to tackling climate change and helping our planet recover to be a healthy home where people and nature can thrive. And Every Can Counts is to improve can recycling levels in 20 countries.

The life cycle of aluminium can, from collection to its return to store shelves, can take as little as 60 days. During this time, cans are collected, transported to a recycling centre, melted down, and reformed into new cans, saving up to 95% energy compared to producing new ones from raw materials. This closed-loop recycling process is a prime example of a circular economy, where materials are continually used and reused without losing their quality or integrity, reducing carbon emissions and conserving resources.

AL Circle: How successful was your third international recycling tour? What are the tour's main takeaways regarding recycling and sustainability?

David Van Heuverswyn: The third edition of the Every Can Counts International Recycling Tour unfolded across 16 countries and 18 locations spanning Europe and Brazil. From bustling metropolises to urban parks, vibrant beaches, and famous festivals, our dedicated ambassadors embarked on a mission to promote the message, "Drink cans recycle forever," and encourage individuals to do their part in enabling a truly circular economy. The campaign likely engaged with numerous communities, festivals and partner organisations, inspiring people to participate actively in recycling efforts. The main takeaways from the tour may include the importance of collective action, the positive environmental effects of recycling, and the need for ongoing education and outreach to maintain sustainable practices. The International Recycling Tour 2023 is an innovative initiative that turned recycling into an endless party and showed the world that we CAN make a difference.

AL Circle: What barriers, if any, do you face regarding recycling cans?

David Van Heuverswyn: When it comes to drink, can recycling and recycling in general, Every Can Counts may face various barriers, such as a lack of awareness or motivation among the public to recycle, insufficient infrastructure for recycling collection, and challenges in sorting and processing collected materials. Addressing misconceptions about recycling and the environmental benefits of aluminium recycling could also be a potential hurdle. For example, over 47% of Europeans feel poorly informed and want to know more about what happens to the material after recycling (Source: ECC Survey 2022) See full report here.

AL Circle: How can Every Can Counts better promote and encourage recycling?

David Van Heuverswyn: Every Can Counts aims to inspire behaviour change and help reach 100% can recycling in Europe and beyond. That’s why we are inviting everyone—consumers, local authorities, brands, and event organisers—to join forces and find better ways to recycle on-the-go while having fun doing so. To better promote and encourage drink can recycling, we can implement targeted awareness campaigns like the International Recycling Tour,  collaborate with local authorities and businesses to improve recycling infrastructure, and offer incentives for active participation in recycling programmes - Deposit Return Systems is a good example towards this direction. Engaging with educational institutions and integrating recycling awareness into the curriculum can also play a significant role in fostering a recycling culture from an early age. We are working on that in many countries where the programme is active.

AL Circle: How do you plan to ramp up the practice of recycling in the United Kingdom this year?

David Van Heuverswyn: Launching new outreach initiatives, expanding partnerships with businesses and events, and leveraging social media and digital platforms to reach a broader audience. Collaborating with local governments and waste management agencies can facilitate the expansion of recycling facilities and collection points, making it more convenient for individuals to recycle their aluminium cans.

AL Circle: What challenges do you face while educating society about the importance of recycling aluminium cans?

David Van Heuverswyn: Educating society about the importance of recycling aluminium cans may face challenges due to competing priorities, varying levels of environmental awareness, and the need for consistent messaging across different demographics. Addressing these challenges requires innovative communication strategies, tailored outreach programmes, and cooperation with influencers and community leaders who can amplify the message. And that’s exactly what we do. Every Can Counts is a unique communications programme funded by drink can manufacturers, the recycling industry and drink brands. Since its launch in the UK back in 2009, the programme has continued to grow, and we now do our thing in 20 countries across Europe and Brazil.

AL Circle: How do you anticipate the year 2023 will shape the demand-supply scenario of the global aluminium industry for the recycling sector?

David Van Heuverswyn: With a growing emphasis on sustainability and circular economy practices, the demand for recycled aluminium may increase as businesses and consumers seek to reduce their carbon footprint. Governments' support and policies favouring recycling can also impact the demand for recycled aluminium, encouraging more companies to incorporate recycled materials into their supply chains.