Calderdale Launches Digital Campaign to Boost Metal Packaging Recycling

A Borough-Wide Initiative Targeting Over 90,000 Households

Calderdale residents are being urged to recycle more of their used metal packaging as part of a refreshed MetalMatters campaign, launched on September 22. The digital initiative, coordinated by Alupro, will reach over 90,000 households across the borough, aiming to significantly improve kerbside recycling rates.

How the Campaign Works

The programme will use social media messaging and practical tools such as bin stickers to encourage better recycling habits. Alupro emphasizes that even small actions can create big energy savings:

• Just two extra cans recycled per household could generate enough energy to power a computer for up to 12 hours.

• Recycled metal is versatile—it can reappear as beverage cans, household appliances, or even large vehicles like buses.

Local Leaders Highlight Environmental Benefits

Councillor Danielle Durrans, Calderdale Council’s Cabinet Member for Public Services and Communities, praised the initiative:

“While Calderdale has made great strides in recent years, there’s still more to achieve. Recycling food and drink cans, aluminium foil, trays, aerosols, and screw tops ensures valuable materials can be reused again and again, while helping us protect our environment.”

Tom Giddings, Executive Director of Alupro, added:

“Since its first launch in 2012, MetalMatters has educated millions nationwide. The upgraded version in Calderdale is expected to create measurable improvements in recycling rates.”

Recycling Impact: Energy Savings Comparison

Table: Energy savings from aluminum recycling – based on industry averages

Industry Insight: Tinplate Packaging and the Recycling Economy

As a tinplate packaging manufacturer (commonly used for food, beverages, cosmetics, and pharmaceuticals), we see first-hand how recycling strengthens the industry. Unlike plastics, tinplate is infinitely recyclable without quality loss. Each reused batch lowers demand for virgin raw materials and reduces greenhouse gas emissions. For brands, this creates not only a sustainability advantage but also stronger consumer trust—shoppers increasingly prefer products packaged in eco-friendly, recyclable tin containers.

Manufacturers in the sector are also investing in innovative coatings and digital printing technologies to enhance recyclability while maintaining premium branding. Campaigns like MetalMatters are critical to closing the loop: consumers recycle, manufacturers reuse, and brands showcase sustainability leadership.

Conclusion

With industry support and strong local engagement, Calderdale’s campaign demonstrates how small household actions can fuel big environmental wins. The partnership between Alupro, local councils, and the packaging industry reinforces that metal is a material made to be recycled—and used again without limit.