New sustainability campaign encourages consumers to recycle steel and aluminum cans

Posted by Lisa McTigue Pierce -- Packaging Digest, 9/26/2011 4:52:00 PM

The Can Manufacturers Institute (CMI) has launched a new education and marketing campaign at PACK EXPO Las Vegas 2011. Highlighting the benefits of recycling steel and aluminum cans, the campaign encourages consumers to "Pass It On."

The campaign showcases the can industry's commitment to sustainability, as well as the breadth and scope of recycling efforts. For example, in 2008, 82 million tons of steel was recycled; for comparison, the Golden Gate Bridge was created using 83,000 tons of steel. In addition to print and interactive online ads, the campaign includes a recycling facts quiz.

"The ‘Pass It On' campaign is designed to inform consumers that metal cans can be recycled again and again, forever, without loss of strength or quality," says Robert Budway, president, Can Manufacturers Institute. "Can recycling minimizes energy use, CO₂ emissions and decreases the need for virgin material."

The launch of the sustainability initiative comes as the U.S. recycling rate for aluminum beverage cans hit 58 percent last year—the highest rate in more than a decade and double that of any other beverage container. Steel food cans had a recycling rate of 66.8 percent, an all-time record.

Recycled material in aluminum beverage cans results in 95 percent less energy and produces 95 percent fewer greenhouse gas emissions than creating cans from virgin materials. Steel recycling saves enough energy each year to electrically power almost 18 million households. Can recycling is quick and efficient, returning cans to store shelves in as little as 60 days.

PACK EXPO Las Vegas attendees can visit CMI at booth C-278 in the Central Hall. The booth is going to feature interactive displays as well as opportunities for manufacturers to learn more about strategic packaging choices with steel and aluminum cans.

Source: Can Manufacturers Institute (CMI)

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