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ABCRC Embarks on New Awareness Campaign in Tandem With Waste Reduction Week in Canada

October 17, 2022

CALGARY, Alberta, Oct. 17, 2022 (GLOBE NEWSWIRE) — Kicking off the start of Waste Reduction Week in Canada, Alberta Beverage Container Recycling Corporation (ABCRC or the Corporation) is excited to announce the launch of a new awareness campaign, targeting Albertans of all ages with the intent of highlighting ABCRC’s critical role in Alberta’s recycling ecosystem.

A not-for-profit first established in 1995, ABCRC is the environmental steward for the responsible recycling of non-refillable beverage containers in the province, successfully diverting over 2 billion beverage containers annually from Alberta landfills. ABCRC is the steward for beverage manufacturers in Alberta, appointed to collect, transport, process and ensure an effective end-of-life, preferably one that feeds a circular economy, for beverage containers.

ABCRC is embarking on this awareness campaign to step out from behind the scenes, introduce themselves to Albertans and ensure that consumers understand the important role the Corporation plays in keeping Alberta beautiful. This campaign will see a combination of traditional media relations efforts combined with digital marketing and a multi-channel advertising campaign to help raise awareness for ABCRC and the important work they do.

“We could not be more excited to be sharing our story with Albertans,” said Guy West, President and CEO, ABCRC. “With potential changes to recycling coming to the province in the coming years with a new Extended Producer Responsibility regulation being announced earlier this month by the government, we thought it was past time that we introduce ourselves to consumers and explain the role that we have played for over 25 years, on behalf of beverage manufacturers, in ensuring beverage containers are recycled and don’t end up in Albertan landfills.” Read more about ABCRC’s emergence in Mr. West’s interview with the Calgary Citizen here.

ABCRC is committed to developing and promoting innovative solutions to ensure that beverage containers are recycled in an efficient and responsible manner in Alberta. The Corporation operates the largest deposit-based beverage container collection system in Canada based on the number of material types and the quantity of beverage containers recovered. In 2021 alone, ABCRC processed a record 2.1 billion beverage containers, diverting 90,502,320 kilograms away from Alberta’s landfills.