Alupro appoints PR firm Prova to reinforce aluminium message

The not-for-profit organisation with over 30 years of experience representing the UK’s aluminium packaging industry, Alupro, works to fulfil the industry’s obligation to meet, and exceed, recycling targets for aluminium packaging. Alupro is also funded by the industry.

Alupro, the Aluminium Packaging Recycling Organisation is stepping up its communications strategy after appointing public relations firm Prova.

The organisation has members including Crown Holdings, Red Bull UK and Ardagh, said that it wanted to position aluminium positively in the ongoing packaging debate.

Bev Burnham, head of marketing and communications at Alupro, said: “Aluminium is a true packaging champion. It has an intrinsically high value, can be recycled indefinitely and contributes to a perfectly circular economy.”

Burnham added: “With climate change and sustainability continuing to hit the headlines across mainstream media, we wanted to champion the numerous benefits of aluminium packaging and celebrate its circularity. Partnering with Prova will help us to increase our voice and influence behavioural change – a key priority in the midst of government consultations regarding packaging and collections.”