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Metal Packaging Europe Sustainability in Packaging – A Metal Packaging PerspectiveBirmingham June 2013

Infinitely RecyclableEndless PossibilitiesMetal is Forever

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A strong and influential coalitionmeeting consumers needs



Establish metal packaging as arecognized and valuable contributor tosustainability in public policy andthrough the supply chain.

VISION

Mission•Optimize the conditions for metal packaging in Europe from a legal,environmental and social perspective. • By a proactive approach, engage with stakeholders to create apositive mindset and recognition of metal packaging by enhancingits specific contribution to sustainability


The Manifesto• An unified sector makes stronger commitments.• Decoupling market growth from resource use.• No metal packaging should go to landfill.• Keep all metal packaging in the material loop.• 80% of metal packaging will be recycled 2020.• Focus on recycling rate – not recycled content.• Reduce CO2 emissions and other environmental impacts by

dedicated programs and commitments in steel and aluminumproduction.


Sustainability


Metal packaging need to be properly positioned in”Responsible Resource Management” policy.Metals should be recognized as permanent materials withinfinite recycling possibilities, preserving virgin metal qualitiesand with unlimited availability for future generations.

Metal Packaging Position• Infinite recycling not well recognized – downcycling has the

same legal status• Permanent material not recognized – renewable and

biodegradable materials preferred• Recycled content – not relevant for metals. Focus should be on

recycling rate.


The landscape in which we operate

Material categories are polarized


False PerceptionThe polarization of material categories intorenewable and non renewable is misleadingand not helpful. Statements claiming that nonrenewable materials are gone, once used, isfalse in the case of metals.


Renewability is not a relevant criterion formetal given its permanent nature


NonPermanentMaterial spiral

Permanent Material Loop

END OF LIFE

Materialmanagementcycle


Conclusion It is misleading to equate mining of metal with depletion of theearth´s resources. Metals are elements and cannot be destroyed – apermanently available material.


The Permanent Material concept isrecognized in BSI standard.

”Permanently available materials are those for which efforts are

made to retain for use in society the energy and rawmaterials invested in their production at the end of theproduct life, either through reuse or recycling, with no loss ofquality no matter how many times the material is recycled”

• BRITISH STANDARD BS 8905:2011


Recycling Society Metal Packaging Europe support the concept of zero waste tolandfill and belive in fostering a recycling society by engaging allstakeholders. The vision is to have 100% of metal packaging recycled and wehave set 80% as a target for 2020


• Aluminium and steel packaging recycling data (2010)have been audited by an independent third party

• Commitment to repeat this everyyear

2010 Put on the market(t)

Recycled (t) Recycling rate

Steel packaging 3,417,068

2,418,884

71%

Aluminiumbeverage cans

398,150

261,270

66%

Combined 3,815,218

2,680,154

70%

The metal market and recycling

A Roadmap to 80%Recycling


! A detailed gap-analysis per country! Steel and Alu programs to close the gap! Better Definitions! Better Statistics! Best Practice for Collection and Sorting! No Landfill! Campaigns - out-of-home collection and awareness of

recycling benefits

On Pack Logo and Message


Success with ConsumersFrom ”neutral perception” to preferred.When consumer research tells us: • that products in metal packaging are percieved as safe, attractiveand gives value for money. • that metal packaging recycles forever and will be around to alsoserve their children, grandchildren and future generations.


Recycled content No benefit for Metals

•The focus should be on recycling rate as every can recycled preventsthe production of an equivalent amount of primary metal.•There is no scientific test method to verify the recycled content in aspecific can as virgin and recycled metals are identical.•Any attempt to increase the recycled content in one particular productwould just result in decreasing the recycling content in another.


Success with NGO:sWhen we lobby for common objectives:

• Decoupling market growth from resource use.• Realize the potential of a true recycling society• No metal packaging should go to landfill.• Keep all metal packaging in the material loop.• Focus on recycling rate – not recycled content.


Success with Policymakers


From ”non renewable” to Permanent. When the concept of Permanent Material is fully recognized andsupported in EU legislation as relevant and essential to EU objectives andstrategies on sustainability and resource conservation.

2013-2016 The crucial years• Key years for our industry: revision of all relevant pieces of

legislation.

Resourceefficiency

Packaginglegislation

Wastelegislation

Nationalimplementation


How can we be succesfull? By creating a positive mindset and recognition of metalpackaging by enhancing its specific contribution to sustainability. By having one clear EU-wide position on how we want to seefuture packaging legislation. By having one uniform EU-wide strategy with clear messages:from trade unions, national associations to European associations:one message!


Success!When metals are fully recognized as permanent materials withinfinite recycling possibilities, preserving virgin metal qualities andwith unlimited availability for future generations.


Metal is Forever

What is more sustainable thanpermanent ?




What we need to make this resourceefficient future a reality

• Recognition of the concept of Permanent Material in EUlegislation as it is relevant to EU objectives and long termsustainability strategies.

• Call on policymakers and legislators to foster and realize a

true recycling society by promoting high performingcollection, sorting and recycling installations in Europe.

• Enforce transparent and accountable verification methods

for calculating and reporting recycling – not collection.


What we need to make this resourceefficient future a reality

• Refine, tighten and correctly implement European packagingand packaging waste legislation.

• Obligate out of home collection systems.

• No waste to landfill without pre-treatment – enforcement.

• Global certification scheme for recycling facilities.

• International standards for metal scrap quality.


Metal is Forever

Metal hasmany

applicationsAbundant supplies of

ore exist whichextracted once, are

permanentlyavailable and

infinitely recyclable

Metal packagingcontributes to society

and every lifestyle



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Metal Packaging Europe - Euro CanTecheuro-cantech.com/wp-content/uploads/Metal-Packaging-Europe... · Metal Packaging Europe support the concept of zero waste to landfill and belive