Europe

Our initiative in Serbia, Svaka limenka se računa, recently partnered with Giz, Mercator, Solgar, Naled, Recan, and Sekopak to launch the Smart Recycling project during the 36th Belgrade Marathon, held on April 23.

At the central zone of the marathon, more than 10,500 runners from 64 countries, along with thousands of visitors, were able to recycle their empty drink cans with the help of the smart crusher. Our project promoters were also present, distributing drinks in aluminum cans and raising awareness about the benefits of the Smart Recycling project. Furthermore, passersby were able to see the smart can crusher in action and learn about the registration process using the Solagro app.

Svaka limenka se računa is committed to supporting key events in Serbia that promote recycling, environmental protection, and sustainable living. By partnering with stakeholders in Europe and beyond, Every Can Counts works towards reaching its vision of 100% drink can recycling while also fostering more responsible attitudes towards the environment.

These initiatives highlight the importance of recycling in creating a more sustainable future, and it’s inspiring to see so many organizations working together for a common cause: to make a real difference for our planet.

From March 30 to April 2, our initiative Svaka limenka se računa, participated in the Ski Jumping World Cup Finals to promote drink can recycling during the four-day competition at the Ski Jumping Center Planica in Slovenia.

Working alongside the competition organizers and Slopak, the Slovenian EPR organization, our team facilitated the collection of used aluminium drink cans with the programme’s recycling ambassadors. Taking inspiration from the highest peak in the region, the Every Can Counts Pixelata was also there to creatively remind visitors about the infinite possibilities of empty drink cans. The installation  proved to be a popular attraction among visitors, and demonstrated the importance of recycling to protect the environment. To further engage with visitors, our team set up a voting box where they could vote for their preferred region, either Western or Eastern Slovenia, by putting their empties in the box. 

By participating in the Ski Jumping Finals, Every Can Counts had the opportunity to engage with a large audience, encouraging visitors to take part in the recycling process while also reminding them about the importance of properly disposing of used aluminium cans when attending large events.

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Every Can Counts Romania has teamed up with Green Tech & Film Festival, an educational platform that promotes a sustainable lifestyle and environmental awareness through various events such as documentaries, debates, conferences, and webinars to highlight the benefits of drink can recycling and find solutions to build a more sustainable future.

The festival is in Bucharest’s Promenada Mall from March 29 to April 7. During this time, visitors will have the chance to engage in recycling activities presented under the CANUniverse – Every Can Counts theme. The themed activities are based on cutting-edge technology and include remote controlled vehicles collecting aluminium cans, VR glasses to explore the future of recycling and digital puzzles to learn about the importance of recycling. The event will also feature an exhibition of artworks made from drink cans, which were awarded at the Can Art & Design Festival.

The Green Tech & Film Festival’s objective is to promote drink can recycling among Romanian schools and companies. For schools, a free e-GREEN TECH & FILM FESTIVAL KIT is available to help organize classroom activities about recycling. At the same time, companies are encouraged to get involved with our programme and facilitate drink can recycling in their establishments.

Over 50 schools have already enrolled in the programme, and many of them are expected to attend the festival during Green Week, which is dedicated to environmental activities. Moreover, as the festival is located in a busy commercial area with many offices, a significant number of employees will have the chance to discover how Ever Can Counts can benefit businesses with recycling bins for the separate collection of aluminium cans and communication materials promoting the importance of recycling and sustainability.

ALFA beer, the Municipality of Rethymno, and our team Kathe Kouti Metrai, teamed up for the first time in the historic Carnival of Rethymno to make a sustainable impact on one of Greece’s biggest Carnival celebrations

Recycling aluminium cans in an innovative initiative

Those who participated in the 2023 Carnival of Rethymno, one of Greece’s biggest and most historical events, had the chance to see up close our programme’s recycling ambassadors in action. Coordinated by Kathe Kouti Metrai, they paraded among the crowd wearing big green backpacks to remind carnival-goers to keep public spaces clean while helping them recycle their empties during the big parade.

The creative initiative aimed to raise awareness among visitors about the benefits of the circular economy, laying the foundation for more sustainable carnival celebrations in the future. And to achieve this goal, our team brought backpacks for recycling on the go, bins for the separate collection of drink cans and giant metal bins, shaping the word #RETHYMNO, for recycling on the spot.

365-drink can recycling

While the 2023 Carnival of Rethymno may have come to a close, the impact of the event lives on. The #RETHYMNO installation, which captured the attention of revellers and passersby alike, remains a fixture in the city’s Labyrinth area. The installation, consisting of giant letter bins, has sparked an ongoing partnership between the city’s municipality and our programme, with the support of ALFA beer. It will now serve as a permanent collection point for recyclable drink cans, making it an ideal location for visitors and locals alike to properly sort and recycle drink cans. Beyond its practical purpose, the #RETHYMNO installation also offers an eye-catching backdrop for those seeking a memorable photo opportunity.

A celebration focusing on both the community and the environment

People are the cornerstone of the Rethymno Carnival. Various groups participate in social and cultural events both within and outside the carnival season, proving that carnival celebrations can be more than just fun. This year’s recycling campaign proved to be an excellent example of the organizers’ commitment to the community and the environment. Part of the collected cans is being repurposed for next year’s carnival floats while the recycling proceeds from the campaign will be donated to the Association of Parents, Guardians, and Friends of People with Autism in Rethymno. This year’s carnival truly embodied the essence of community and demonstrated how celebrations can have a positive impact beyond mere entertainment.

This partnership highlights the growing interest and investment in sustainability, as well as the importance of promoting environmentally-conscious practices in large-scale events.

Our initiative in Spain, Cada Lata Cuenta, joined forces with the Cadiz city council and 15 local establishments, such as Canal Horeca and Peña la Estrella, and the popular local band ‘’Las Musas’’ to make the Carnival of Cadiz more sustainable with lots of fun and creativity. 

By installing 60 recycling bins for the separate collection of all recyclables, more than 680 kg of drink cans and other recyclables were collected, turning the carnival of Cadiz into a more sustainable festival. The programme’s recycling ambassadors were also there, buzzing around the city to raise awareness about the importance of aluminium can recycling and encourage carnival goers to keep outdoor spaces clean. 

This recycling initiative combined both offline activations and online campaigns. And, since the Cadiz Carnival is well known for its amusing and satirical characters, our team collaborated with a local “comparsa”, Las Musas, creating a themed music video about the importance of recycling, reaching over 250,000 views on social media.

Almost 10 tons of beverage cans were collected during the Rio Carnival by Every Can Counts, coordinated by Abralatas, the Brazilian Association of Aluminum Can Manufacturers.

The samba school parade from Rio de Janeiro has just broken the Guinness World Record as the World’s biggest aluminium beverage can recycling event. Throughout the Carnival festival, which took place from February 17th to 20th and on the 25th, almost 10 tons of beverage cans were collected. The Rio Carnaval is well known worldwide as the largest and most prestigious Carnival celebration on Earth and can now be considered a reference in sustainability events on a global scale.   

Coordinated by Abralatas, the Brazilian Association of Aluminum Can Manufacturers, our programme’s initiative in Brazil, Cada Lata Conta, set up a professional shed at the Sambadrome to collect, separate and dispose of 100% cans for recycling. Every action was carried out in partnership with the Independent League of Samba Schools of Rio de Janeiro (Liesa); SESC – the owner of the official title -, through the Recicla Sapucaí Project, promoted by the Sustainability Fecomércio Institute (IFeS); as well as Recicla Rio, Movimento, and Febracom, which are recycling cooperatives in Rio de Janeiro.  

100 out of the 120 recycling ambassadors involved with the initiative were not exclusively focused on collecting beverage packaging but also on performing the role of true environmental agents by raising awareness of an increasing number of revellers regarding the importance of recycling and choosing preferably aluminium cans when having fun.   

“Rio was already famous for its astonishing natural beauty, samba and Carnival. Now it enters the World Stage for its recycling legacy. We rely on the paramount work of the recycling professionals in Rio as true environmental agents once more. Being acknowledged by Guinness demonstrates that we are on the right track, showing the World that it is possible to make such a huge event sustainable”, highlights Cátilo Cândido, Executive president of Abralatas. 

For the second year in a row, our team in Brazil, Cada Lata Conta, in partnership with the recycling professionals from Rio de Janeiro, will be present at the samba school parade, raising awareness among revellers about the sustainability of aluminium drink cans and ensuring 100% recycling.

On 17-20 and 25 February, Rio de Janeiro will be even more colourful and joyful with the samba schools parade on Marquês de Sapucaí Avenue. All this atmosphere has everything to do with the most modern, innovative and sustainable packaging: the aluminium drink can. Cada Lata Conta will participate again in the most fantastic popular party worldwide.  

Abralatas, the Brazilian Association of Aluminum Can Manufacturers, coordinates the programme in Brazil. At the Carnival in Rio de Janeiro, Cada Lata Conta will be at the Sambadrome to collect, separate and properly dispose of 100% cans for recycling. 

Every action is carried out in partnership with the Independent League of Samba Schools of Rio de Janeiro (Liesa); SESC; Pólen, a consultancy specializing in sustainability; and Recicla Rio, Movimento, and Febracom, which are recycling cooperatives in Rio de Janeiro.  

With more than 100 recycling professionals, the goal of the initiative is to surpass last year’s milestone of eight tons of cans collected and raise the awareness of an increasing number of revellers about the importance of sustainability in our choices when consuming products and the proper disposal of aluminium cans. The recycling professionals will collect, sort, store, and weigh the cans during the event. After this process, they are correctly forwarded for recycling, generating income for the recycling professionals and protecting the environment. 

“Just like last year, we will have five days of intense activities to have a sustainable Carnival at the Sambadrome Marquês de Sapucaí, the home of the Rio Carnival Parades. We rely on the important work of the recycling professionals in Rio to educate the revellers and recycle 100% of the aluminium cans,” highlights Cátilo Cândido, Executive President, Abralatas. “The samba schools parade is famous worldwide for the cheerful atmosphere that will take over the Sambadrome and spread across all revellers. We now have the challenge of making the Rio Carnival the most sustainable party on the planet, just like the aluminium can,” he completed.

Recycling in Brazil

For over 15 years, Brazil has maintained an average aluminium can recycling rate of 95%, reaching a record of 98.7% and more than 30 billion recycled cans in 2021. Brazil is the third largest producer of cans globally, with factories across all Brazilian regions. This segment is prepared to expand and meet the requirements of the modern and conscious consumer who values sustainable products and packaging.

The non-profit organization AIDO, the Association of Organ Donors, in partnership with the CIAL Consortium and our initiative in Italy, Ogni Lattina Vale, organized the annual collection of beverage cans in Bergamo.

100 senior volunteers participated in the initiative, recycling 2.400 kg of aluminium! Their passion for the environmental protection and eagerness to recycle sends the message that together we can make a real difference and sets the perfect example for younger generations. People from all over the province answered the call and brought their empties to the collection point. Also, locals from nearby villages have been collecting aluminium cans all summer, during festivals, events and picnics, for volunteers to recycle. In total, 180.000 drink cans were collected and recycled, while the recycling revenue was offered to the non-profit organization to finance its upcoming projects.