Every Can Counts has announced that energy drink brand leader Red Bull has become a funding partner of the programme. The news marks a major step forward for the drinks can recycling programme, as Red Bull is the first drinks brand to become actively involved. Until now Every Can Counts has been developed and funded by the European and UK beverage can makers and the aluminium and steel packaging reprocessors.
Red Bull and Every Can Counts will work together to explore new ways of encouraging consumers to recycle drinks cans; this will include actively encouraging recycling at Red Bull's own events. This element of the relationship is already well underway: the Every Can Counts events recycling team will be encouraging visitors to the Red Bull Flugtag, which takes place at Roundhay Park in Leeds on July 17th, to recycle the drinks cans they use at the event.
"To say that we are excited about the prospect of working with Red Bull is an understatement," says Alupro Executive Director Rick Hindley. "Red Bull have a reputation for leading from the front, being creative and innovative in their approach to everything from events to retail, so we are really looking forward to working with their teams to give an edge to our promotion of recycling in workplaces, universities and 'on the go' .
Red Bull UK Managing Director Nigel Trood adds: "Joining Every Can Counts gives us the opportunity to directly support and encourage drinks can recycling among our consumers and a wider audience. We hope to develop an exciting, dynamic relationship with the programme and its users."
Red Bull Flugtag is one of the largest events in the drinks brand's events programme, with an estimated 20,000 spectators expected over the day of the competition. At this year's event Every Can Counts will be encouraging visitors to contribute empty cans to the creation of a recycled can artwork, which will be built on site during the event.