Alupro upping recycling game, pledges to assist Welsh Councils for new EPR goals

The Aluminium Packaging Recycling Organisation (Alupro) has pledged to assist Welsh councils in readiness for the implementation of the UK's new Extended Producer Responsibility (EPR) for packaging scheme in 2025.

Given that Wales is already ahead of the UK when it comes to recycling, Alupro is putting its skills and successful behavioural change schemes at the disposal of councils to guide them through the new regime and increase further aluminium recycling rates. This follows a conference conducted a few months ago on this matter.

What does the initiative include?

Under the new EPR rules, packaging manufacturers will pay financially for the whole net cost of gathering and recycling their packaging when it ends up as waste. This 'polluter pays' concept is intended to encourage more environmentally friendly packaging design and improve recycling performance across the country.

For Wales, which has pioneered a circular economy for many years and is targeting zero waste by 2050, the programme is a major stride. It also puts tremendous strain on local authorities to try to maximise recovery of valuable materials such as aluminium in order to pay back producer costs.

Having identified this challenge, Alupro is making its tried and tested schemes available to all 22 local authorities across Wales. The company will offer access to its range of successful communications programmes, which have included the award-winning "MetalMatters" and the international "Every Can Counts" campaigns, to assist councils in communicating with residents and increasing kerbside and on-the-go recycling participation.

Another step towards sustainability

The kerbside collection-focused MetalMatters programme has already engaged over six million homes in over 100 local authority areas with previous campaigns within South Wales evidencing serious success. Likewise, Every Can Counts addresses the difficult 'on-the-move' waste stream, engaging recycling via innovative installations and collaborations at workspaces, events, and public spaces.

Through Alupro, the Welsh government will gain access to industry-funded, adaptable campaign materials and professional guidance, enabling them to comply with EPR requirements and make Wales a more circular economy. This forward-thinking collaboration between an industry association and local authority could be a key factor in the successful implementation of the ambitious new recycling structure.

Note: To feature your brand and share insights, contribute an article or interview in our forthcoming e-magazine "Sustainability & Recycling: Aluminium's Dual Commitment."