Metalmatters Reaches Two Million Households

26-02-13(1)picMetalMatters, the metal packaging industry’s kerbside recycling improvement programme, has reached over two million households across 31 local authorities and significantly increased the metals capture rate in each campaign

The results, based on analysis of four MetalMatters campaigns show that the programme has helped expand the range of metals collected at the kerbside.

Thirteen of the partner local authorities have expanded their recycling schemes to include foil trays, household foil, aerosols and metal caps and closures.

MetalMaters has attributes the success of the programme to its development of a cost effective model and well-targeted and tailored communications campaigns that have a positive impact on behaviour patterns.

Rick Hindley, executive director of MetalMatters – “We have big plans for the year ahead… We would encourage more waste management companies, waste partnerships and local authorities to become involved with MetalMatters.”

In Aberdeen City and Aberdeenshire, for example, post-campaign attitudinal research of over 1,200 residents revealed that approximately half remembered seeing or hearing advertising about recycling up to four months following the main campaign period. Aberdeen City Council also reported an increase of 14 percent in the level of metal in dry recycling collections, despite a reduction in waste arisings.

In addition to working with the UK’s leading producers, users and recyclers of metal packaging, MetalMatters has also attracted stakeholders such as the Department of Environment in Northern Ireland and Zero Waste Scotland.

The programme has also attracted the attention of senior politicians, receiving a vote of confidence from Minister of Resources, Lord de Mauley, who has cited the programme as a model of best practice.

Rick Hindley, executive director of MetalMatters, said: “I am delighted that MetalMatters continues to deliver a strong return on investment. It makes a difference within local communities and drives up local recycling rates.

“We have big plans for the year ahead and firmly believe the continual growth of the programme lies within widening our network of stakeholders. We would encourage more waste management companies, waste partnerships and local authorities to become involved with MetalMatters.”

MetalMatters is jointly funded by an industry partnership comprising the Ardagh Group, Beverage Can Makers Europe (BCME), British Aerosol Manufacturers Association (BAMA), Coca Cola Enterprises Ltd, Coppice Alupack, i2r Packaging Solutions, ITS, Metal Packaging Manufacturers Association (MPMA), Nicholl Food Packaging, Novelis UK Ltd, Tata Steel, Unilever, Wrapex and Wrap Film Systems Ltd.

Full details of the 2012 MetalMatters programmes and individual case studies are available online at

Send this to a friend