Ford is making more of America’s best-selling vehicle, the F-150 pickup, out of aluminum. Other automakers, too, are designing more aluminum into their cars.
The typical aluminum beverage can in North America is made of about 68 percent recycled content and, according to the industry, a can that’s recycled becomes a new can in less than 60 days. Some craft brewers are turning to cans.
Nevertheless, somewhere between $1 billion and $2 billion worth of aluminum cans are thrown away and wind up in landfalls in the US, I’m told. Only because we are such a rich country can we afford to waste so much. But why should we?
One company that is aiming to drive aluminum recycling is Atlanta-based Novelis. Novelis is the industry leader when it comes to recycling–the company, unlike its competitors, owns no mines–and it talks a lot about the idea of a circular economy. Last week, I wrote a story for Guardian Sustainable Business about the company and its new product, the evercan, which is made of 90 percent recycled aluminum.
The evercan is, by all accounts, an environmentally superior product to conventional aluminum beverage cans, and arguably a better single-serve beverage package that PET bottles–but so far, no major beverage company has adopted it. My story asks why.
The story is getting some pushback, in the comments as well as privately from readers I respect. They say that no company has the right expect other companies or consumers to buy a “greener” product. Of course, that’s correct. My point is that Coca-Cola, PepsiCo, Anheuser Busch and Miller Coors all say they want to promote recycling, but none has yet committed to the most recycled beverage container on the market.
Criticism came, as well, because I was hired earlier this month by Novelis to moderate a panel on the circular economy, at the opening of the company’s new aluminum recycling plant in Nachterstedt, Germany. This was disclosed in the Guardian. I knew there was a risk in writing about Novelis under those circumstances but I felt the story was still worth doing. [For a much longer explanation of how I manage conflicts or potential conflicts of interest, see this. The short version: I'm transparent about my paid moderating and speaking work.]
While in Germany, I spent a good deal of time with Novelis and its head of sustainability, John Gardner, and I came away impressed. I’m sure this influenced my approach to the story. But I’m not alone in believing that the company is a sustainability leader. Its include such respected environmental thinkers as Jonathan Porritt of Forum for the Future, Matt Arnold of JPMorgan Chase and author-academic Stu Hart.
What I learned while reporting the story is that inventing and manufacturing a greener product isn’t enough to drive change. Other business issues–in this case, what appears to be the understandable reluctance of the big beverage companies to depend on a single supplier–can stand in the way. Changing systems is hard.
In any event, you can judge the story for yourself. Here is how it begins:
Imagine an infinitely recyclable product that performs as well as the alternative, costs less to make, and is unquestionably better for the environment. You would bet on its success, wouldn’t you?
Novelis, the world’s largest recycler of aluminum, has made that bet. Since 2012 the Atlanta, Georgia-based company has invested half a billion dollars in recycling by building, among other things, the world’s biggest aluminum recycling plant. This $260m high-tech marvel officially opened earlier this month in Nachterstedt, Germany.
Novelis uses the facility to produce materials for its “evercan”, a beverage container made of 90% recycled aluminum.
As an infinitely recyclable metal, aluminum is a poster child for shifting from a linear take-make-waste model of industrial production to a circular model in which everything, at the end of its useful life, is made into something else.
On its website Novelis endorses the circular economy, stating that it is moving its “whole business model” toward a closed loop. “We are embracing an entirely new way of thinking and operating, in order to radically transform our company – and, in the process, lead the way in our industry.”
But Novelis is having trouble finding followers. None of the world’s major beverage companies have adopted the evercan. So far, the product has just one customer: Red Hare Brewing Co., a small craft brewer based in Marietta, Georgia.
You can read the rest here.