Founded in Birmingham as a workplace recycling initiative in 2009, Every Can Counts (ECC) now operates in 21 countries worldwide, including Brazil, the United Arab Emirates, and, most recently, the United States. This expansion highlights the growing global commitment to food and drink sustainability.
In a remarkable gathering, 27 ECC representatives from various regions convened in Prague prior to the European Aluminium Packaging & Recycling Seminar to commemorate this significant milestone.
The occasion featured discussions where regional representatives shared successful local initiatives. Furthermore, the group engaged in strategizing the future direction of the program’s global strategy, emphasizing the importance of sustainable packaging practices.
The program originated 15 years ago, initiated by the Aluminium Packaging Recycling Organisation (Alupro) after identifying a lack of recycling infrastructure within many workplaces for drink cans.
Over the years, ECC has broadened its focus, targeting consumers outside the workplace and encouraging recycling behavior in all settings. In 2009, only 54% of the UK’s aluminium drink cans were recycled; however, this figure has impressively climbed to 81% today—reflecting changing food and drink consumer trends.
Through diverse partnerships and promotional activities, ECC aims to communicate the benefits of can recycling and enhance out-of-home recycling facilities. To date, more than 19,000 drink can collection boxes have been distributed nationwide since the program’s inception.
From its inaugural festival appearance in 2010 to securing third place in this year’s Red Bull Soapbox Race, ECC has successfully promoted its recycling message at over 150 festivals and sporting events. Recently, the organization collaborated with 14 leading beverage brands, including a new partnership with Molson Coors Beverage Company launched at the start of 2024.
ECC has also been on tour across the UK, showcasing stunning installations designed to inspire recycling. Among these is a giant rainbow crafted from 2,500 recycled cans, which has been displayed in 13 notable locations, including St Paul’s Cathedral and Glasgow during COP26.
Chris Latham-Warde, programme manager at Every Can Counts, stated: “Since Every Can Counts was founded, the recycling rate for aluminium drink cans in the UK has increased by an impressive 27%. We’re incredibly proud of our contribution to this movement, beating the drum about the importance of recycling used drink cans and inspiring positive behaviour change.”
“We’ve come a long way from humble beginnings in Birmingham to evolving into a global program with an ever-growing team working hard to spread our message – including that every can recycled can be back on the shelf in 60 days and recycled time and time again.”
