Every Can Counts meeting in UAE unites 21 nations for aluminium recycling push
Four-day event includes site visits, workshops, and public engagement planning
DUBAI: For the first time in the Middle East, the UAE has played host to the Every Can Counts (ECC) Global Managers Meeting in Dubai, uniting sustainability leaders and communications experts from over 21 countries last week.
The international gathering aimed to explore and enhance aluminium drink can recycling strategies, marking a key milestone in global efforts to close the materials loop.
The four-day event saw participants engage in strategic dialogues, practical workshops, and field visits to key facilities involved in aluminium production and can manufacturing. Delegates examined innovative ways to embed ECC programmes into festivals, workplaces, sports venues, schools, and public spaces – encouraging consumers to recycle on the go.
Shared global mission
Hosted in partnership with Emirates Global Aluminium (EGA) – the UAE’s largest industrial company outside the oil and gas sector – alongside leading can-makers Crown and CANPACK, the event coincided with the country’s broader sustainability momentum following COP28. ECC was launched in the UAE to inspire individuals to sort and recycle drink cans, thus reducing carbon emissions and preserving natural resources.
“The UAE is rapidly emerging as a hub for sustainability and circular economy initiatives,” said David Van Heuverswyn, Global Director of Every Can Counts. “Hosting the country managers meeting in Dubai reflected our shared global responsibility to inspire behaviour change and boost recycling rates. I thank our partners – Emirates Global Aluminium, Crown, and CANPACK – for their commitment to a more sustainable world.”
The UAE’s national agenda on waste reduction and its 2050 net-zero target provided a compelling backdrop for the meeting. Local case studies presented during the event underscored how regional projects can feed into the global recycling movement and accelerate environmental outcomes.
Aluminium’s circular value
A central theme throughout the gathering was the role of aluminium cans in achieving circular economy goals. Aluminium is infinitely recyclable and boasts a high material recovery rate. Globally, around 75% of all aluminium ever produced remains in circulation.
Every Can Counts has committed to achieving an 80% drink can recycling rate by 2030, with a longer-term vision of nearly 100% by 2050. This goal unites the participating countries, industry partners, and community actors under a single mission: to ensure that every can, everywhere, gets recycled back into a new one.
The ECC initiative continues to gain ground globally, operating in 18 European countries, the US, Brazil, and now the UAE, with plans for further regional expansion. By adapting its outreach to local cultures and behaviours, ECC campaigns have successfully influenced public recycling habits in both developed and developing economies.
Expanding local impact
The UAE’s participation in ECC reinforces its leadership in environmental innovation within the Gulf region. Through partnerships and public engagement, the programme aims to create long-lasting behavioural change, making drink can recycling a convenient and consistent habit for consumers.
Delegates visiting the UAE gained firsthand insights into how aluminium recycling infrastructure can be integrated with national sustainability strategies. The experience not only strengthened cross-border collaboration but also set the stage for future Middle Eastern contributions to ECC’s global vision.