The United Kingdom-based beverage can recycling awareness program Every Can Counts has announced it is inviting cycling fans to join in a “Recycle Race” activity at the Amstel Gold Race on April 13, 2018, in Valkenburg, the Netherlands.
The group indicates it also had a display at the Tour of Flanders cycling event in early April, where it “welcomed and engaged with hundreds of visitors at its booth located right after the finish line” of the cycling tour event in Oudenaarde, Belgium. The Every Can Counts display and effort is taking place in coordination with the Trek-Drops cycling team.
At the tour events, spectators can “combine their cycling and recycling skills in ‘The Recycle Race’, an interactive game using pedal power to move drinks cans around a recycling loop track,” according to Every Can Counts.
Participants can race against family and friends and have the opportunity to win prizes branded with either the Every Can Counts or Trek-Drops logo.
“The game promotes the message that the drinks can you recycle today could be recycled into a new can or even a new racing bike - and that metals such as aluminum and steel are endlessly recyclable,” states Every Can Counts, which describes itself as a “cross-European drinks can awareness program.”
Initiated by metals producers and can manufacturers, Every Can Counts was launched in the U.K. in 2009 and is now active in 12 European countries. Currently, according to the group, more than seven cans out of 10 are recycled in Europe, “and this number is steadily increasing every year thanks to behavior change campaigns like Every Can Counts, which encourage European citizens to recycle their beverage cans wherever they are.”