ANNUAL REPORT - Can Central

08
Sustainability
Over the past five years, sustainability has become
a pervasive concept for product relevancy in the
marketplace. A “sustainability industry,” based on
concerns over climate, economic competitiveness,
as well as industry, retailer and consumer interests
in “green” or environmentally-friendly products has
transformed production and consumption on a global
scale. The past half decade has been defined by
demands for lifecycle metrics, material downsizing,
commitments to energy, water, waste reduction, and a
lot of “green washing” as well.
While Wal-Mart continues to demand superior quality
and responsibility from its suppliers, other groups
and programs have emerged that have shaped the
terms of business sustainability. Some have reigned
in the sustainability green noise, while others have
only muddied the waters. This period of sustainability
overload, however, seems poised to transition
towards fact-based accountability and authenticity
with the formation of multi-material groups with
altruistic goals and methods.
As can makers, we remain confident in our industry
and the legacy of our sustainability commitments that
began long before “sustainability” was a buzz word.
CMI continues to organize behind the can’s endless
recycling benefits which deliver true value to the
triple bottom line, and we are excited about the new
communications arm and its promise to promote our
package to industry stakeholders and consumers.
CMI’s sustainability/recycling logo is an easy and
effective way to communicate the can’s premier
recycling profile and we hope to use it on cans as
a way to inform consumers about the 100% and
endless recyclability of cans.
CMI will work with other U.S. associations for
increased federal support for recycling programs.
Additionally, the Curbside Value Partnership (CVP),
now its own 501 (c) (3), will extend membership
opportunities to brand owners, multi-material trade
groups and other packaging recycling stakeholders.
CVP hopes that opening its membership will allow
the organization to grow its relevance in the recycling
marketplace and increase recycling rates, funding
and access on a national level.
In May 2011, CMI will host a Global Can Maker
Sustainability Summit in California. Allied association
members from Australia, Brazil, Europe and Japan
have confirmed attendance. We look forward to
discussing lifecycle data sets, sustainability public
relations and marketing activities, as well as climate
change policy items. We will discuss and share best
practices for increasing recycling rates and hope to
leave with goals and promised resources for a global
can maker network and creative platform.