There’s a new alliance in town!

Permanent materials, such as steel, are circular by nature and can be easily recycled over and over again without any change to material properties. A new alliance aims to spotlight cross-sector cooperation to highlight their value.

At APEAL it is our firm belief that not all recycling contributes equally to a circular economy. Permanent materials such as steel, that can be recycled repeatedly should be rewarded over those that cannot be recycled or only be recycled a limited number of times.

That’s why we have joined forces with the European aluminium and glass sectors as well as Metal Packaging Europe to promote the concept of permanent materials, especially in the context of the revision of the EU packaging rules.

The Permanent Materials Alliance is now embarking on an integrated communications campaign towards EU policy makers to support the advocacy work on the Packaging and Packaging Waste Regulation (PPWR). 

The campaign encompasses social media and web activations, with the aim of raising awareness around permanent materials, promoting their image, as well as that of the Alliance, and moving the advocacy work forward in Brussels and across Member States. 

Steel scrap is simply too valuable to end up in landfill, and it is important that brands and retailers continue to focus on sustainability by adopting permanent materials such as steel for packaging in order to achieve our common goal of a truly circular economy.

Read more about The Permanent Materials Alliance here.