ASDA
ASDA aims to send zero waste to landfill by the end of 2010. Every Can Counts forms part of a major environmental programme which focuses on raising awareness and increasing colleague recycling. Since introducing Every Can Counts in June 2009 ASDA employees have saved over half a million drinks cans for recycling and the programme has become embedded in the company’s recycling culture.
ASDA has over 143,000 employees, each potentially producing packaging waste during break times.
An initial trial saw new recycling containers branded ‘Every Can Counts’ and placed in staff rooms and catering areas. The used cans and other recyclable materials are taken back to regional distribution centres and then sent for reprocessing.
Within three months the programme had been rolled out across 294 ASDA stores nationwide plus the company’s distribution depots and Head Office.
Promotion
Every Can Counts has been widely communicated using internal networks, including messages on Everyone Matters TV, and in team ’huddles’.
Every Can Counts branding has been incorporated into a wide range of promotional materials in staff areas including posters, table talkers and on-line communications.
As part of its progamme to encourage the business to become more environmentally-friendly ASDA recruits colleagues to act as ‘Green Champion’ volunteers. These employees are tasked with taking the recycling message to their colleagues and encouraging them to recycle at work.
The Every Can Counts team helped plan launch and awareness-raising events at Head Office in Leeds and a number of stores. The launch was featured in several local papers during the trial at stores in the North West of England.
Every Can Counts supplied a can crusher to the Head Office, this holds 5 times as many cans as collecting them uncrushed, so improves waste handling.
Results
Initial trial in five stores expanded to 49 stores, and then nationwide to 294 branches within three months.
Eight tonnes of metal, equivalent to over 530,000 used drinks cans, collected between June 2009 and March 2010
Looking ahead
ASDA expects all UK stores to be using Every Can Counts by mid 2010.
The Every Can Counts team will continue to offer advice and support for ASDA, including providing communication and marketing materials.
