Objectives

A Unique Industry Partnership driving drinks can recycling in Europe

The Every Can Counts programme was born in the United Kingdom out of a desire to target the estimated 30% of drink cans consumed away from the home: those not captured by municipal, domestic recycling schemes.  

The ‘away from home’ challenge is one faced by most European countries: the infrastructure needed to collect packaging materials in the workplace and ‘on the go’ needs to be put in place and consumers need to be encouraged to think about recycling wherever they are.

Every Can Counts in Europe is steered by a management group consisting of the programme’s founding partners, Beverage Can Makers Europe and European Aluminium together with the Aluminium Packaging Recycling Organisation (Alupro) which developed the first programme in the United Kingdom.