Alupro has a proven track record of developing and running programmes that make a difference. Our initiatives have made a major contribution to raising awareness, delivering lasting and positive behaviour change, and increasing the recycling rate of not just aluminium packaging, but all metal packaging and other recyclable materials.

Every Can Counts


SONY DSCEvery Can Counts is helping to increase the recycling of drinks cans used outside the home: in offices, at educational establishments and by people ‘on the go’.

A partnership between the beverage can manufacturers, fillers, leading drinks brands and reprocessors, Every Can Counts was developed by Alupro and launched in the UK in 2009. It soon expanded into Europe and is currently running in nine countries. Every Can Counts is seen by its funding partners as the ‘umbrella’ brand for promoting the unique sustainability of the drinks can across Europe.

Learn about Every Can Counts



MetalMatters-Lewisham-061MetalMatters is an innovative marketing and communications campaign designed to support local authority kerbside metal packaging recycling schemes.  Funded by a partnership of metal packaging manufacturers, reprocessors and fillers MetalMatters is the largest industry-funded communications programme in the UK and has been commended as an example of ‘best practice’ by national and devolved governments.

Alupro has managed the campaign since 2012, in which time it has directly targeted over 4 million households in 73 local authorities across the UK.  Read the MetalMatters overview

Learn about MetalMatters [hr gap="30"]

 Caps & Closures


An innovative local authority communications campaign aiming to recover aluminium caps and closures by encouraging the public to screw the aluminium caps back on empty glass bottles before recycling via kerbside or bring bank schemes.  Launched in 2012 the campaign has been deployed in over 50 local authority areas and features on more than 5000 bring banks.

As part of our support for the campaign we created a short animation – The Lonely Bottle Top

Learn About Caps & Closures