For the first time in the Middle East, Dubai played host to the ‘Every Can Counts Global Managers Meeting’ a dynamic four-day event that brought together sustainability champions and communications experts from more than 21 countries. This landmark gathering marked a pivotal moment for the innovative programme, which is dedicated to inspiring people to recycle their aluminium cans wherever they are.
Emirates Global Aluminium (EGA), the UAE’s largest industrial company outside the oil and gas sector, joined forces with leading can-makers Crown and CANPACK to introduce the Every Can Counts programme in the UAE during COP28. This initiative is designed to encourage consumers to sort and recycle aluminium cans, supporting efforts to reduce emissions and conserve valuable resources.
A global platform for sharing best practices
Set against Dubai’s forward-thinking landscape, the 4-day event served as a global platform for sharing best practices, building capacity, and advancing strategies to boost aluminium can recycling rates worldwide. From hands-on workshops and strategic discussions to immersive field visits at local aluminium production and can manufacturing sites, the meeting blended insight with action.
“The UAE is rapidly emerging as a hub for sustainability and circular economy initiatives. Hosting the country managers meeting in Dubai reflected our shared global responsibility to inspire behaviour change and boost recycling rates. I thank our partners—Emirates Global Aluminium, Crown, and CANPACK—for their commitment to a more sustainable world,” said David Van Heuverswyn, Global Director of Every Can Counts.
Delegates explored fresh opportunities to embed the Every Can Counts message into everyday life whether at music festivals, sporting events, schools, workplaces, or city streets. The goal is to take can recycling mainstream and empower communities to help close the loop on one of the planet’s most sustainable materials.
Aluminium cans – the champion of circular economy
The UAE’s bold national targets for waste reduction and achieving net-zero emissions set a fitting stage for the meeting. Local sustainability initiatives showcased during the event demonstrated how regional innovation can drive meaningful global change.
Central to the discussions was the role of aluminium cans in advancing circular economy objectives. Infinitely recyclable and lightweight, aluminium continues to be one of the most sustainable options for beverage packaging. Globally, it stands as the most recycled material, with approximately 75 per cent of all aluminium ever produced still in circulation today.
Driven by its vision to ensure every can, everywhere is recycled into a new one, Every Can Counts has aligned with the global aluminium industry’s targets of reaching an 80 per cent recycling rate for drink cans by 2030 and nearing 100 per cent by 2050. This bold commitment unites participating countries, partners, and communities in a common mission: to close the loop on aluminium and keep valuable resources in continuous use.
Through tailored campaigns across Europe, Latin America, the USA, and now the Middle East, the Every Can Counts programme continues to raise public awareness and inspire lasting behavioural change empowering individuals to contribute to a more sustainable future.
Also Read: Aluminium can recycling rates soars to 74% in 2025
Image Source: Every Can Counts
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