Rebecca Hubbard
Posted: Tuesday, August 24, 2010 11:03 am

A marketing scheme designed to boost metal packaging recycling in the UK is being backed by drinks can manufacturers.

Wrap, Novelis, Beverage Can Makers Europe and Corus Steel Packaging Recycling have joined forces to launch the scheme, called Metalmatters, whose long-term aim is to develop a resource that all local authorities could use to encourage recycling at home.

It follows research into consumer attitudes and barriers to local authority recycling.

Two councils, Nuneaton & Bedworth and East Hampshire, will pilot Metalmatters in coming weeks. The campaign will include leaflets being delivered to more than 57,000 households, displays in shopping centres and local poster campaigns. Successes and failures of the scheme will then be assessed in the autumn.

Spokesman for Metalmatters, Norman Lett, said: "We now know what we need to be doing to reassure the public that what they recycle at home can really make a difference.

"We are constantly striving to make people aware of how valuable metal is as an endlessly recyclable material."

Bill Shepherd, spokeman for Nuneaton & Bedworth council, said the scheme was a "great example of an industry taking an active role in supporting local authorities and existing kerbside collection infrastructure".