Alupro set to showcase latest campaigns at LARAC 2021


Alupro, the aluminium packaging recycling organisation, is set to showcase its latest communications and educational programmes at this year’s LARAC Conference. Taking place at Birmingham’s Hilton Metropole between 6-7 October, the pioneering event will bring together thousands of local authority representatives from across the UK.

Members of the Alupro team will be exhibiting in the networking area, discussing their latest campaigns with visitors. Alongside Every Can Counts, an initiative that encourages consumers to recycle the beverage cans they use outside of the home, delegates will have the opportunity to learn about MetalMatters, a direct engagement programme that aims to inspire householders to recycle their spent metal packaging.

First launched in 2012, MetalMatters has since been by adopted 114 councils nationwide, reaching more than seven million local households in total. Alongside better awareness of recycling, councils report a significant upturn in both the volume and quality of metal packaging collected for recycling as a direct result of running the campaign.

Earlier this year, Alupro launched an all-new digital version of MetalMatters, which has already been successfully rolled-out by Gloucestershire County Council. Specifically targeting digital natives and other difficult to reach audiences, the programme uses a variety of social media platforms to communicate targeted recycling messaging.

In addition to the awareness programmes, Alupro will also be promoting its school-age educational programmes, including Masters of Infinity and B-influencers, which provide an engaging way for teachers to bring recycling into the Keystage Two and Three curriculums.

Tom Giddings, general manager of Alupro, commented: “As the leading event in the local authority waste and recycling calendar, we’re looking forward to once again attending the LARAC Conference and discussing our latest programmes with visitors. While many local authorities will already be aware of our work, we have a number of exciting updates and developments ready to discuss.

“The past 18 months have been hugely challenging for us all, but it’s positive news indeed that recycling rates – in particular for aluminium packaging – have continued to climb. Our programmes aim to engage with residents and further drive this positive behaviour. We’d appreciate the opportunity to speak with you and discuss how a collaboration could deliver significant benefit to your kerbside collection volumes.”

For more information about Alupro, or the organisation’s educational programmes, visit