
In a quest to initiate green practices, residential zones around the Cumberland Council will be encouraged to recycle their metal packaging solutions like food and drink cans, aluminium aerosols and metal screw caps, alongside aluminium wrapping foil and foil trays. This sustainable drive will be conducted by the Aluminium Packaging Recycling Organisation (Alupro) under their 'MetalMatters' programme.

It is imperative that households in the Cumbria region recycle their metal packaging, including food and drinks cans, aluminium wrapping foil and foil trays, empty aerosols, and metal screw tops, in order to improve kerbside recycling rates.
To achieve this goal, the Aluminium Packaging Recycling Organisation (Alupro) has launched the 'MetalMatters' programme, which will employ targeted social media messaging and bus advertising to communicate the significant advantages of metal packaging recycling.
Cumberland Council's executive member for sustainable, resilient and connected places, Councillor Denise Rollo, remarked: "Our goal is to drive recycling rates up and reduce waste by identifying environmentally responsible ways to meet the needs of our local communities. MetalMatters will allow us to engage with residents across our Cumberland area, encouraging them to think about their recycling habits and how best to dispose of their metal packaging."
The executive director of Alupro, Tom Giddings, relayed: "For more than a decade, our MetalMatters programme has been educating the public about the benefits and importance of recycling metal packaging. We're confident that the introduction of this campaign will help to drive an increase in recycling rates and households taking positive action across Cumbria.
"For us, the most important message is that metal is infinitely recyclable, meaning the quality and properties of the metal will be unchanged during the recycling process. Making a few small changes can add up to a big environmental impact," Giddings concluded.
The programme is expected to reach over 228,000 households across two local authorities in a six-week initiative. Since its inception in 2012, more than 121 local authorities have embraced MetalMatters, leading to an increase in recycling rates.
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