European group introduces new recycling logo

Metal Packaging Europe (MPE), the Brussels-based umbrella organization representing producers and suppliers of rigid metal packaging across Europe, has introduced a new recycling logo that the organization says will engage consumers and highlight the role the metals industry has played in the development of the lifecycle of metal use in packaging.

The MPE is an industry organization that represents rigid metal and metal packaging producers. It was created so that its member companies, through its various European associations including the Association of European Producers of Steel for Packaging (APEAL), Beverage Can Makers Europe (BCME), European Aluminium Association (EAA) and European Metal Packaging (Empac), can contribute more effectively to sustainable developments and resource efficiency. The MPE is able to act as a unified sector involving all parties in the chain.

In developing the new logo, the MPE says that despite metal being one of the most recycled commodities, research conducted by the organization finds that some consumers do not understand the real value of recycling or have a clear understanding of what happens with the collected metal fraction.

To combat this misconception, MPE has developed the new logo to increase the recyclability of the metal packaging.

“European consumers purchase more than 85 billion products per year in rigid metal packaging so finding a solution to encourage these items to be recycled is of great importance. I am delighted that our industry has jointly identified a message that really makes a difference to consumer attitudes and behaviors; reassuring ‘keen recyclers’ and inspiring ‘reluctant recyclers’. Steel and aluminium have endless possibilities and as long as we collect and recycle, these metals remain permanently available for future generations,” says Anders Linde, MPE’s general secretary.

Members of both the Empac and BCME will share the research with their customers over the coming months, and it is anticipated this mark will become the clearest way for brands to support improving consumer recycling habits.