Our Story
An innovative workplace recycling scheme was launched 15 years ago by Alupro to help local businesses recycle drink cans consumed away from home. It was called “Every Can Counts.” What started as a bold idea soon sparked a global movement with a clear mission: inform, encourage, and inspire people to recycle drink cans—wherever they are. The initiative quickly grew, transcending borders and industries, championing the infinite possibilities of aluminium across the globe.
Today: Making Every Can Count
Fifteen years on, we are now active in 21 countries, with awareness programs in 16. The journey continues as we reach new heights. We’re not just about placing recycling bins; we’re about empowering people to change their attitudes and behaviours towards recycling. With drink cans being the most recycled drink container in the world, we believe in the endless potential of aluminium and are dedicated to making a real impact on the environment in a creative way.
Celebrating our 15 years
Imagine an endless celebration with people from all around the world joining in! Recently, Every Can Counts teams from 21 countries gathered in Prague to mark our 15th anniversary. Smiles were everywhere as we celebrated, with the iconic #PixelCan and a giant metal heart filled with drink cans, creating the perfect backdrop for memorable photos.
Meet the
Magic Makers
Meet the Magic Makers behind Every Can Counts—the team working to turn the vision of 100% drink can recycling worldwide into reality. Our 15th anniversary reminds us of how far we’ve come and the driving force moving us toward an even greater impact in the years ahead. Here’s to the journey forward and to inspiring more people to make each and every can count. Everywhere. Every day. Every year. Forever.
ECC15Years
We’re celebrating 15 Years of making every can count with anniversary interviews, insightful talks, and fun moments with the people who make Every Can Counts what it is: a global team of passionate individuals working towards the vision of 100% drink can recycling worldwide.
Bartłomiej Wojdyło
The President of Every Can Counts & Sustainability Director at CANPACK, breaks down a common myth about can recycling while expressing his wish for ECC to KeeptheCycleGoing as a leading voice in raising awareness and helping people understand the importance of recycling their drink cans.
Vital Beauvois
“A world where every can is recycled is the world of tomorrow,” says Vital Beauvois, Vice President of Every Can Counts and Key Account Manager at Constellium. As part of the Global Beverage Can Circularity Alliance, we hope that this tomorrow is not too far away.
Maarten Labberton
“If you put your can into the bin for recyclables or the nearest reverse vending machine, you have contributed to a better environment.” Maarten Labberton, Director of the Packaging Group at European Aluminium, perfectly captures the essence of ECC as he explains why cans are a prime example of a circular economy.️
Rania Tayeh
Representing the UAE, one of the countries that recently joined ECC, Rania Tayeh, Senior Manager of Corporate Social Responsibility at EGA, presents an undeniable point against the myth surrounding the can recycling process: ‘How can one think that can recycling is inefficient when 75% of aluminium ever produced is still in use today?
Jelena Petljanski
Jelena Petljanski, ECC Treasurer & Sustainability and Public Affairs Manager for Central and Eastern Europe at Ball Corporation wishes for the programme to continue thriving on its energy and creativity, driven by young people with fresh ideas, while evolving into an even more influential campaign.
Andy Doran
Andy Doran, Senior Manager of Government Affairs & Recycling Development at Novelis Europe sheds light on the drink can recycling process and highlights its self-fulfilling and sustainable nature while expressing his wish for ECC to continue growing and making an even greater impact.
Inside the Magic
Hear the stories straight from those who make it happen, one can at a time.
What's your wish for ECC as it celebrates 15 years?
What’s the magic of ECC for you?
What is the most surprising thing you learnt about aluminium cans since joining ECC?
What does it mean to be part of ECC & what’s your favourite thing about working for this initiative?
Backstage
Come backstage with the Magic Makers—having fun and creating behind-the-scenes magic.
15 YEARS EVERY CAN COUNTS
Together, We CAN Make a Difference
As the story of Every Can Counts continues, we’re excited to inspire change, drive innovation, and promote closed-loop recycling. Recycling aluminium uses 95% less energy than producing new cans from raw materials, so when you recycle, you’re not just saving energy and resources—you’re embarking with us on a journey that lasts forever. Here’s to the next 15 years and counting!