Europe

Our UK chapter brought its signature energy and commitment to sustainability to one of the UK’s most anticipated music events of the year, BBC Radio 1’s Big Weekend, held at Sefton Park in London.

Every Can Counts UK brought a team of recycling ambassadors and a set of ‘I love recycling’ can cages to BBC Radio 1’s Big Weekend, held at Sefton Park in Liverpool for 2025. The striking cages were placed in high-traffic areas across the festival grounds, encouraging music lovers to recycle their empty drink cans while exploring the site.

Canzee joined the team for his very first festival and gathered in the crowds to get them talking about drink can recycling. The Canzee mascot quickly became a fan favourite, offering photo opportunities, playful moments, and meaningful conversations about how aluminium can be recycled forever, helping turn festival fun into a chance for climate action.

Over 1,010 attendees completed our recycling survey during the event, and more than 165,000 drink cans were recycled across the festival. The survey invited people to reflect on their recycling habits and learn surprising facts about the environmental benefits of aluminium recycling.

LINK19 College in Gravesend, Kent, has been recognised for its commitment to recycling and sustainability with a prestigious Green Can Award from our local chapter, Every Can Counts UK.  

The college, which has a total of 40 learners, has taken steps to improve its recycling practices and raise awareness of the importance of protecting the planet, including the installation of dedicated aluminium recycling bins for learners and staff.

Using these bins, LINK19 has collected over 500kg of aluminium cans in the last year, which were sent to the Rochester branch of European Metal Recycling, generating £465 in total.

LINK19 has reinvested these funds into the college and other community causes, including purchasing PPE to support the work of Gravesham Street Champions and Surfers Against Sewage, other organisations working to protect the planet. The college has also installed vegetable planters to allow learners to start their own growth projects.

In addition to receiving an award, LINK19 learners will also be rewarded with a workshop led by social enterprise, Casting Innovations, during which they will learn about the infinite recyclability of aluminium, as well as the melting process, with learners making their own individually designed keyring from recycled aluminium.  

Alongside their work at the college, many of LINK19’s learners are involved in community clean-up programmes through the Street Champions initiative which brings volunteers together to enhance the local environment in Gravesham.   

Maria Barry, Assistant Lead at LINK19 College, said: “I’m so proud of our learners and staff for going above and beyond their academic studies to make a difference to the local community and our planet and earning this recognition from Every Can Counts.    

“The dedication they’ve shown over the last 12 months is amazing and I know they’ll continue to build on their efforts, helping our college to do bigger and better things to care for the environment.”

Chris Latham-Warde, Programme Manager at Every Can Counts UK, added: “The learners and staff at LINK19 College are an inspiration and are thoroughly deserving of our Green Can Award.  

“Their recycling efforts are a brilliant example of how local action can make a significant environmental impact thanks to the endless recyclability of aluminium.

“We can’t wait to see what the college does next and hope that they inspire other communities across the UK to take action – because every can, and every effort, counts.”  

For the first time, our French initiative, Chaque Canette Compte, teamed up with Schweppes to collect used cans and create a unique PixelCan, once again supported by CITEO. This collaboration turned a fun tasting experience into a sustainable, engaging activation, showing that even small everyday actions, like recycling a drink can, can make a difference.

On May 22nd, Schweppes brought a refreshing touch to the La Défense area in Paris, the city’s central business district, with a free Schweppes can tasting. The event was managed directly by Suntory collaborators from the brand’s local headquarters, giving visitors a chance to enjoy the iconic drinks while exploring the bustling area.

The event was a fantastic opportunity to reach professionals and visitors across La Défense’s skyscrapers, spreading the message of recycling high above the city streets!

On May 21, Warsaw transformed into the European Capital of Aluminium for a day. The Foundation for Recovery of Aluminium Packaging (RECAL), in collaboration with Metal Packaging Europe, hosted a networking session titled “Drink. Recycle. Repeat: The Circular Power of Aluminium Packaging.” The event brought together stakeholders from across the aluminium packaging supply chain, including producers, distributors, recyclers, and government representatives.

Every Can Counts took the spotlight during this special occasion. Our Global Director, David Van Heuverswyn, offered an overview of the programme’s impact and activities across Europe. He was joined by ECC Global Chair Bartłomiej Wojdyło and Executive Committee member Robert-Jan ter Morsche to present the very first Golden Can Awards in Poland, a proud moment for Każda Puszka Cenna, the face of Every Can Counts in Poland.

These personalized awards recognized outstanding contributions to promoting aluminium can recycling:

•Carlsberg – for creating a street art zone at the SBM FFestival, educating attendees about packaging recycling.

•Grupa Żywiec – for years of collaboration in promoting and collecting cans during the iconic Męskie Granie concert tour.

•Kompania Piwowarska – for a wide-reaching campaign celebrating 90 years of the aluminium can and highlighting its closed-loop recyclability.

•Żabka Polska – for its involvement in the International Recycling Tour in Bydgoszcz, where Żabka introduced can collection in all stores ahead of the planned implementation of a Deposit Return Scheme (DRS) in Poland.

More than just a ceremony, this event was a powerful reminder that partnership, creativity and a shared vision for 100% can recycling are what #KeepTheCycleGoing

A community group in North East Essex has been recognised with a Green Can Award by our UK chapter after recycling over 1.5 million aluminium cans since 2019.

The Essex-based community group – Every Can Counts Supporting The Welfare Park Parkeston – has members ranging from seven to 80 years old, and brings together local residents, pubs, clubs, and litter pickers to collect and recycle used drink cans across the Tendring area of North East Essex.

To make recycling more accessible, Every Can Counts Supporting The Welfare Park Parkeston has also installed 16 recycling collection bins across North East Essex, allowing even more locals to get involved in their sustainability efforts.

The group has recycled over 1.5 million cans since 2019, an average of 250,000 per year. This equates to £3,750, all of which has been invested into The Welfare Park in Parkeston, a safe space and play area for children of all ages and physical abilities.

Money raised by recycling the cans is put towards the yearly insurance and inspection costs of the park, which is entirely volunteer run and funded and also hosts local events such as summer fetes, as well as being home to play and gym equipment.

Janette Allan, leader of Every Can Counts Supporting The Welfare Park Parkeston, said: “This award is a great acknowledgement of all the hard work our brilliant volunteers put into recycling aluminium cans in our local area. We’re incredibly proud of our efforts and know that collecting over 1.5 million used cans is a real achievement, so to be recognised by Every Can Counts is the icing on the cake.

“Our members are very passionate about protecting the planet and our local area as well as looking after The Welfare Park, a space at the centre of our community. We’re excited to see where our recycling journey leads next!”

Bill Davidson, Chairman of the Welfare Park Committee, said: “The Welfare Park recycling initiative started in my back garden in June 2014 and has grown into a thriving initiative since then, supporting our precious Welfare Park while also ensuring used cans are disposed of correctly.

“Over the past 11 years, our project has become a beacon of sustainability across Parkeston, Harwich, Oakley, and even further afield, with people from as far as London contributing their cans to support the park.

“I’m really proud of our achievements and I’m incredibly grateful for the support of Every Can Counts, alongside each and every one of our volunteers who really do go the extra mile and make all the difference.”

Chris Latham-Warde, Programme Manager at Every Can Counts UK, added: “The team behind the Welfare Park community can collection are an inspiration and are thoroughly deserving of our Green Can Award.

“Their initiative is a brilliant example of how local action can make a significant environmental impact – thanks to aluminium’s high value and infinite recyclability – while also raising money for a cause close to home.

“We can’t wait to see the team continue to make a difference this year and we hope they inspire others across the UK to set-up community-based recycling initiatives of their own.”

Since 2017, our Spanish chapter, Cada Lata Cuenta, has collaborated with the WOMAD Cáceres festival to promote the recycling of drink cans.

This year, our recycling ambassadors toured the festival equipped with collection backpacks, raising awareness about the importance of recycling packaging during large-scale events. In addition, our team conducted on-site surveys to better understand the recycling habits of attendees.

The survey results show that WOMAD attendees are generally well-informed about packaging recycling: 84% know that drink cans and beverage containers should be disposed of in the yellow bin. However, while 68.7% of participants say they always recycle at home, this number drops to 53% when asked about recycling outside the home.

“This data reflects the difficulties citizens often encounter when trying to recycle during leisure time. That’s why, from Cada Lata Cuenta, we will continue to support Cáceres to ensure people can recycle wherever they are. Furthermore, in this survey, we can see how initiatives that promote a more civic WOMAD are well-received and contribute to its sustainable and respectful growth,” said Pablo García, Director of Cada Lata Cuenta in Spain and Doctor in Ecology.

On April 22nd, in collaboration with the city of Čáslav, our Czechian chapter, Každá plechovka se počítá, celebrated Earth Day with a remarkable focus on recycling and environmental education. Central to this celebration was the installation of the metal heart for collecting drink cans, prominently placed in the bustling Žižkov Square.

The initiative captured the community’s attention right away, and the metal heart was filled on its very first day. It was filled again the following day, highlighting the locals’ strong interest in recycling. The city of Čáslav has since taken responsibility for transporting the collected cans to a recycling centre, where they will be properly sorted and recycled.

This activation in Čáslav was part of a broader initiative to promote community engagement and sustainability. Alongside the can collection, the event featured various educational activities, including a project day for local school children focused on ecology and recycling. Three lime trees were planted to symbolise a more sustainable future, contributing to the city’s environmental growth.

The metal heart will remain in Čáslav until June 2nd, representing the town’s ongoing commitment to recycling and sustainable practices. Launching this meaningful collaboration with Čáslav, our team looks forward to expanding this initiative by partnering with other towns across the Czech Republic.

In celebration of Earth Day, an eye-catching installation has been revealed at Avenham Park in Preston to raise awareness around the importance of recycling.

Made up of over 700 recycled drink cans, ‘The #EveryCanCounts ‘CANvas’ has been launched by our initiative, Every Can Counts UK, in partnership with Preston City Council.

The ‘CANvas’ was brought to life by local mural artist, Shawn Sharpe, who is known for his artwork around the North West and runs mural workshops for children and adults in Preston.

Shawn painted the ‘CANvas’ artwork with a bespoke Earth Day design during the renowned Preston Egg Roll event, which saw thousands of locals gather in Avenham Park on Easter Monday to roll their chocolate eggs down the hill and enjoy workshops, music, and street theatre.

The ‘CANvas’, which depicts a pair of hands holding a smiling planet to demonstrate that every action to protect the environment goes a long way, aimed to raise awareness of the infinite recyclability of aluminium and encourage people to recycle their drink cans at events like the Preston Egg Roll, and wherever they are.

A team of our recycling ambassadors were also at the event, collecting used drink cans in their recycling backpacks and engaging with members of the public to spread their message about the benefits of recycling.

At the end of Earth Day, the ‘CANvas’ installation will be transferred to its permanent location at Eco Town, an interactive educational experience at Farington Waste Recovery Park.

Chris Latham-Warde, programme manager for Every Can Counts UK, said: “It was great to make an appearance at the popular Preston Egg Roll with our ‘CANvas’ installation designed by the brilliant Shawn Sharpe.

“The event was not only a great way to celebrate Easter but also to mark Earth Day, which is all about encouraging worldwide action to help benefit the environment and preserve the planet.

“Aluminium, including drink cans and the foil wrapper from Easter eggs, is infinitely recyclable so it’s important to dispose of it properly this Eastertime and beyond!

“What’s more, every empty drink can could also be recycled and back on a shop shelf as a brand-new can in just 60 days. So, every action, no matter how small, really does add up to help make a big difference.”

The recycling drop-off centre offers payouts for participants who recycle used aluminium beverage cans.

The city of Greenville, Mississippi along with Every Can Counts U.S. and Replenysh opened a new community-driven recycling programme to increase the recovery of aluminium drink cans.

The Every Can Counts “Cans for Cash” Circularity Center is the second location nationwide and the first in Mississippi, thanks to a partnership with the Mississippi River Cities and Towns Initiative (MRCTI). Cans for Cash launched its first site on America Recycles Day in Blytheville, Arkansas. The programme targets communities with limited or no access to recycling along America’s major waterways, including the banks of the Mississippi River.

“Thanks to the collaboration of MRCTI, Replenysh, and Every Can Counts, Greenville is proud to be the first city in Mississippi to launch the self-sustaining Cans for Cash Circularity Center,” said Greenville Mayor Errick D. Simmons. “This center serves as a model for future recycling efforts, generating funds to support ongoing sustainability initiatives in our community. Earth Day is a momentous day for Greenville, and I look forward to the positive impact this initiative will have on our city and the environment.”

The Cans for Cash programme incentivizes aluminium drink can recycling while reducing litter and landfill waste. The goal of the programme is to enhance local communities and provide direct digital payouts for participants who recycle used drink cans.

“This is an impact-driven program to increase aluminum beverage can recycling along the banks of the Mississippi River,” said Scott Breen, Senior Vice President of Sustainability at Can Manufacturers Institute, the association supporting the Every Can Counts U.S. chapter. “On Earth Day, we celebrate this innovative recycling model, which leverages the power of technology, community engagement, and the high market value of used aluminum beverage cans, with direct payouts for the program’s participants.”

Residents in Greenville who drop off empty aluminium drink cans at the Circularity Center will receive a digital payment of $0.30 per pound for cans. Rates vary by community and are subject to change based on the market value of scrap aluminium. Additional revenue from the scrap value will go to the city to support local community efforts.

“Many communities today are underserved by recycling and are looking for a solution they can trust. We are excited to be working with Every Can Counts as the circularity partner to provide much-needed recycling infrastructure to cities and their residents,” said Mark Armen, Founder and CEO at Replenysh. “The City of Greenville can now leverage our tools and network to monetize materials and drive value to residents in a new way. We are excited to expand the Cans for Cash Circularity Centers to Mississippi to capture even more aluminum beverage cans for recycling.”

Greenville residents who drop off used drink cans will receive payment from the Cans for Cash Circularity Center after being weighed on-site. A digital receipt will be emailed to each participant detailing the total amount, with the ability to receive the money in several ways including digital gift card, PayPal, or direct deposit to a bank account. The process eliminates the handling of cash and makes for a safe, secure, and efficient process for transactions.

At the third ESG Adria Summit, held in Porto Montenegro with over 700 guests from around the world, our initiative, Svaka limenka se računa, was honoured with the Sustainable Innovation of the Year award. The award was shared with our team’s partner, Solagro Smart Recycling, for developing the Smart Flex Return—a mobile collection system for drink cans at outdoor events. In collaboration with Ball, our team successfully implemented this innovative solution.

The Smart Flex Return system is designed to promote and improve packaging recycling. This mobile and user-friendly system incorporates unique technology to ensure the traceability of waste, packaging, and reusable cups, promoting sustainability and minimizing environmental impact. The system was first applied at major events with large crowds, with our team supporting its launch and focusing on encouraging drink can recycling.

Data from one of Europe’s largest music festivals, EXIT, showcases the effectiveness of this innovation. Through the “BE THE RECYCLING SUPERSTAR” activation, our team helped collect more than 40,000 drink cans.

This system was also presented to the public and key institutions as a viable solution for the forthcoming Deposit System. With minimal infrastructure—only a POS scanner, a backpack, or a simple storage bin equipped with an IT system—this solution can be easily implemented at retail and catering facilities, gas stations, and more. The unique technology based on code verification ensures transparency, preventing fraud while paying deposits or bail.

The ESG Adria Summit is Southeast Europe’s leading international business event, focused on advancing sustainability and the ESG agenda, including trade and EU accession standards. The summit brings together influential leaders from business, government, international organizations, civil society, and sustainability experts across the Adria region and beyond. The event was held under the auspices of the President of Montenegro and in partnership with the Government of Montenegro.