Thanks to the good recyclability of metal packaging the industry can achieve what is known as closed loop recycling. Close to 100% of the material can be recycled without any quality losses. This makes for a good environmental footprint for steel packaging. Alexander Mohr, General Secretary at Apeal, explains the position of metal recycling on the market: “Thanks to its magnetic properties steel can be filtered out of large quantities of waste without great difficulty. (...) The industry has worked hard to reach this stage and has shown foresight by investing in innovation. Furthermore, a great deal of work is needed to educate consumers and brands.” He is optimistic about reaching his self-declared goal of achieving an 80% recycling rate throughout Europe by 2020.