FDBusiness.com

Carlsberg UK has become the first brewer to join the Aluminium Packaging Recycling Organisation (Alupro) and will support the `Every Can Counts` campaign. Its membership marks the brewer’s commitment to increase the recovery and recycling of its aluminium cans used across its portfolio of beer and cider brands, which alongside Carlsberg and Carlsberg Export includes Tetley’s, Tuborg, San Miguel and Somersby.

Through its funding partnership of the successful “Every Can Counts” programme, Carlsberg aims to take the ‘away from home’ recycling message directly to consumers, in particular at outdoor events such as music festivals. Already this summer Carlsberg UK staff have been supporting recycling promotions under the Every Can Counts brand at Latitude Festival in July and will do so again at Leeds Festival later this month.

Matt Winterburn, head of CSR (Corporate Social Responsibility) at Carlsberg UK, comments: “Joining Alupro and in particular working with its Every Can Counts programme, helps us to engage with our customers, suppliers and consumers on a variety of CSR initiatives, specifically on the aluminium recycling message.  We aim to demonstrate leadership in social responsibility and this partnership with Alupro further underlines our commitment to being engaged with society.”

Rick Hindley, Executive Director of Alupro, says: “Having Carlsberg UK as members and funding partners is great news as it demonstrates their commitment to driving up recycling rates, and their recognition that working with the wider aluminium packaging industry on recycling programmes can play a significant role in achieving our shared objectives. The partnership will offer new opportunities to communicate the recycling message to consumers, and we’re particularly looking forward to developing our partnership in this area in the future.”