E U R O P E A N P A C K A G I N G S T E

news 24
E L N E W S L E T T E R

Special feature

THE “FLAVOUR
MEDITERRANEAN
SPAIN
DEVELOPMENTS . . . . . . . . . . . . . . . . . page 2
CANNING IN SPAIN :
A PREFERENCE
FOR STEEL . . . . . . . . . . . . . . . . . . . page 2
AUXILIAR CONSERVERA
HITS TOP CANNED FOOD
SALES . . . . . . . . . . . . . . . . . . . . . . . . page 3 OF THE YEAR 2004”
CAPTURED IN STEEL
CÁNDIDO MIRÓ :
PUTTING OUR BEST QUALITY
PRODUCTS IN CANS . . . . . . . . . . . . . page 6
Recycling

THE SUCCESS STORY OF

STEEL PACKAGING
SPAIN
RECYCLING IN SPAIN . . . . . . . page 7
PAISAJE LIMPIO :
PROMOTING AWARENESS OF THE
CITIZEN’S ROLE IN LITTER
PREVENTION . . . . . . . . . . . . . . . . . . . page 9
Beverage

SOUTHERN THIRST BOOSTS

SPAIN
DRINK CAN SALES . . . . . . . . page 10

Food

THE “FLAVOUR OF THE YEAR 2004”

EUROPE
CAPTURED
IN STEEL . . . . . . . . . . . . . . . . . . . page 12

Innovation

WILD SALMON NOW

EUROPE
IN PROTACT® CANS . . . . . . . . page 14

Event

8 INTERNATIONAL
TH

TINPLATE CONFERENCE
EUROPE
2004 . . . . . . . . . . . . . . . . . . . . . . . . .page 15

Beverage

THE BEER DRINKER GETS

GERMANY
HIS DRAUGHT BEER AT HOME p. 16

Innovation

WATERLESS PRINTING,
A BIG STEP FORWARD
GERMANY FOR BEVERAGE CANS . . . . . . page 19
Event

“ECO-VOYAGE”
BELGIUM
DEMONSTRATING THE GOOD
ENVIRONMENTAL PROFILE OF
STEEL PACKAGING . . . . . . . . . . . . . .p. 22
Congress

APEAL’S 4TH INTERNATIONAL

EUROPE
STEEL PACKAGING CONGRESS p. 23

Environment

STEEL : THE SUSTAINABLE

page 24
EUROPE PACKAGING SOLUTION . . . . .
1
 news 24

Special feature
SPAIN

MEDITERRANEAN DEVELOPMENTS:
CANNING IN SPAIN :
A PREFERENCE FOR STEEL
During the last decade, Spain
has become the fastest
growing big economy in
Europe. The Spanish
economy continues to
considerably outperform the
euro zone due to dynamic
domestic demand. During the
'matador years'
as Spaniards
nicknamed the
late 1990s,
annual
economic Auxiliar Conservera’s Seville plant
growth is dedicated mainly to
averaged 4%. ‘new generation’ olive oil cans.
Now it's down
to 2.4% but
that's still four
times as fast as
the rest of the
EU.

This excellent pace of economic activity is From an environmental perspective, we see

reflected in enormous growth of food can-
ning in Spain in the last decades. Thanks to
the rapid development of canmaking technol-
ogy in the latter half of the 20th century, can-
ners have been able to capitalise on the huge
potential for food production in Spain, and to
specialize on the real agricultural assets of the
Spanish homeland.
We also see how this positive economy has
propelled the Spanish beverage market into
a pole position in Europe, with today one of
the highest per capita consumption in
Europe. Over the last ten years, major can
makers have made significant capital invest-
ments in modern production facilities in
Spain, where 100% of the cans produced
today are from steel.
how adequate recycling infrastructures are
being developed in Spain in parallel with
this huge growth in the canning industry.
Indeed in 2003, some 172,000 tonnes of used
household steel packaging were collected and
recycled in Spain, making steel the 2nd most
recycled packaging material at 57.5%.
Finally, we see how the expansion of the
Spanish drinks market in steel is supported by
communication activities initiated by recently
founded association “Paisaje Limpio”,
whose aim is to develop initiatives for aware-
ness-raising and public information amongst
consumers, and to lead campaigns to pro-
mote a cleaner society.
For the full story, please see next pages…

2
 news 24

Special feature
SPAIN

MEDITERRANEAN DEVELOPMENTS:
AUXILIAR CONSERVERA
HITS TOP CANNED FOOD SALES
I
n a country where snacking has always been a tradition and a
taste of “Tapas” one of the many gastronomic pleasures awaiting
visitors to Spain, steel packaging for food has a very privileged
position with more than three billion cans produced in 2003 and
positive growth anticipated over the next five years. The fact that 80%
of canned fish products are packed in steel substantiates the Spanish
packaging industries’ preference for steel. APEAL recently had the
pleasure to meet one of the majors in the industry, José Manuel Meca
Gómez, Director of Auxiliar Conservera.

José Manuel Meca Gómez, who joined the

company in 1986, is a Member of the Board,
and part of the second generation of owners
and directors of Auxiliar Conservera.
José Manuel Meca Gómez: “Our company is
now one of the biggest producers of food
cans in Spain. In 2003 we had a turnover of
70 million Euros and a workforce of 350
employees, extending to 400 in the high sea-
son. And we keep growing at a rate of 12 to
15 % every year. Like other Spanish food can
producers we continue to benefit from the
enormous growth of food canning in Spain in
the last few decades. There was always a
huge potential for food production in Spain
but the rapid development of canmaking
technology in the last half of the 20th century
enabled the canners to really capitalise on
this potential. In the meantime, the classic
consolidation process has taken place: in the
1970’s, more than 100 food producers were
using cans in the Murcia region, supported by
approximately 15 canmakers. The market is
much more concentrated with a few domi-
nant brand owners and only 3 major canmak-
ers left.”

The use of steel easy open ends

provides safety & convenience
to the consumer.

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 news 24
Special feature
SPAIN
MEDITERRANEAN DEVELOPMENTS:
AUXILIAR CONSERVERA HITS
TOP CANNED FOOD SALES
State of the Art Can
Technology for Olives
Over the years, the Spanish food industry has
become increasingly specialized in the real
assets of the Spanish homeland. The cultiva-
tion and processing of olives became one
of the strengths of agricultural Spain,
and now Spain is by far the biggest
producer of olives and olive
oil in the world. For
many years, cans
have been an
important packag-
ing for olives and
olive oil. And
Auxiliar took advan-
tage of the huge
increase of this market
with its production of
cans.
José Manuel Meca Gómez:
‘There is fierce competition
between cans, glass and
PET bottles for the packaging
of olive oil. Cans add to the
high quality image of good
olive oils. Competition from
other materials like glass and
PET is strong and for companies
like Carbonell, our biggest cus-
Auxiliar Conservera:
The assets of our cans: reliability,
unbreakability, 100% protection
against the detrimental effects of
light and perfect printability.
4
tomer, it is important that the can is reliable
and aesthetic. Therefore in Sevilla we built a
new plant specifically for the production of
olive oil cans and we applied modern can-
making technology as used for food cans.
This was quite revolutionary and it became a
huge success. Our Sevilla plant now produces
a range of square cans for olive oil but we
also produce the so-called A-10 cans for black
olives that are used in large quantities by the
pizza chains all over the world. You can
therefore imagine that our cans are exported
world-wide.
And in particular, in the light of competition
from other packaging materials and on inter-
national markets, the assets of our cans,
namely reliability, unbreakability, 100% pro-
tection against the detrimental effects of light
and perfect printability are important’.
Easy Open Ends, an
investment for the
future
As in the rest of Europe, cans without Easy
Open Ends are becoming increasingly rare in
Spain. Auxiliar began producing steel Easy
Open Ends relatively early, both for its own
needs as well as for export to other can mak-
ers around the world. The steel Easy Open
production lines are quite modern, churning
out up to 2000 steel Easy Open Ends per
minute.
José Manuel Meca Gómez: ‘ We produce the
whole range of sizes, from 52 mm diameter
up to 99 mm. There is continuous develop-
ment on our Easy Open Ends in order to fur-
ther decrease the opening forces. We think
we have a big advantage over some other
producers as we always apply electro-coating
of the ends to cover all the bare metal spots
of the finished ends with a coating to prevent
corrosion. This is particularly important in
Spain, where alkaline waters for retort and
 news 24

AUXILIAR CONSERVERA
A HISTORY OF SUCCESS
• Early 1960’s: founding of Auxiliar Conservera with the construction of a canmaking plant
in Murcia. Focus: market for food cans, in particular fruit and vegetables
• Early 1980’s: Auxiliar is the first company to use high-speed welding
machines in Spain
• 1995: construction of a new plant in Sevilla, dedicated mainly to
‘new generation’ olive oil cans
• End 1990’s: start of own state-of-the-art production of steel Easy Open ends
• 2005: launch of a new 6-colour printing line

cooling process are common. For some prod-
ucts our customers require a special safety
feature, for those snack products which con-
sumers eat straight from the can, for example
olives and nuts like peanuts or almonds. The
so-called ‘double fold’ feature provides full
safety and convenience to the end user. We
monitor developments in the field of peelable
ends quite closely as this offers consumers
the ultimate convenience. We have consid-
ered investing in this technology ourselves
but we think it is still too early. With several
producers of can making machinery now try-
ing to come up with technologies that pro-
Auxiliar Conservera:
“We will keep investing in
food cans and in their
continuous improvement”.
duce more cost-effective peelable ends, we
still prefer a solution made exclusively in
steel.
High Quality Printing
for Brand Value
Printing is of course an increasingly important
element for brand owners to differentiate
their products. In Spain, like in some other
countries, it was and still is normal for can
makers to outsource printing to external com-
panies. Mostly these companies are closely
linked to the can makers. Until now, Auxiliar
has also used 2 outside suppliers for its print-
ing jobs, but this is going to change
in 2005.
José Manuel Meca Gómez: ‘ We think printing
is an essential part of can making and we
want to follow the latest developments close-
ly. Therefore we will install an ultra-modern
6-colour printing line in our plant here in
Murcia. Though this new printing line repre-
sents a high investment, we are convinced
that we will become more flexible and in the
end will be able to supply an even better
printing quality.’
José Manuel Meca Gómez is convinced there
is a bright future for food cans which offer
consumers the convenience, safety and aes-
thetic satisfaction they expect, also in compar-
ison to other packaging materials. ‘We will
keep investing in food cans and in their con-
tinuous improvement’.

For more information

please contact:

José Manuel Meca Gómez

Director
AUXILIAR CONSERVERA, S.A.
Tel: +34/968 644 788
Email: jmmeca@auxiliarconservera.es
http://www.auxiliarconservera.es

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 news 24

SPAIN
Special feature
“Steel cans give a high degree
of physical protection,
not only on the Spanish
market but in particular
during the long export distances
to more than 30 countries
all over the world.

Pablo Verdu Lluch,

Technical Director, Cándido Miró
”
CÁNDIDO MIRÓ:
PUTTING OUR BEST QUALITY PRODUCTS IN CANS
Cándido Miró is a well-respected company based in Alcoy, near Alicante, producing packed olives under the brand ‘El Serpis’. Some 90 % of their
production is packed in steel cans and Auxiliar Conservera is their main can supplier.

The Specialists in Stuffed Olives

The founder of the company Cándido Miró, Miró Rabasa, experimented in 1926 with new products from olives. He developed so-called ‘stuffed olives’
filled with anchovy for example. His customers loved the combination of various tastes. He launched the company Cándido Miró and since 1926 the
company has been successfully exploiting this idea. Anchovy filled olives became a popular snack, an appetizer that is a permanent fixture in homes
around the world.
Technical Director Pablo Verdu Lluch: “We confirm our reputation as a distinguished brand by being innovative and continually introducing new kinds
of filling, e.g. pepperoni, paprika, cheese etc.”

The Strength of Success in Cans

Cándido Miró uses cans on a large scale for the packing of its stuffed olives.
Pablo Verdu Lluch: ‘Our company has used cans almost from the beginning, as they protect our high quality products perfectly. Cans give a high degree
of physical protection, not only on the Spanish market but in particular during the long export distances to more than 30 countries all over the world.
For the brand differentiation we make use of the perfect printing possibilities for cans. Since the 1950’s 100 % of our cans for olives are printed.
And we started to apply Easy Open Ends as soon as they became available on the market, as our priority is to offer our consumers the maximum con-
venience possible. We believe this belongs to the reputation of our distinguished brand.
In the meantime we pack approximately 10 % of our production output in glass and
plastic packages but our best quality products are in cans!

For brand differentiation, we

make use of the perfect printing
possibilities of cans.

For more information

please contact:

Pablo Verdu Lluch

Technical Director
CÁNDIDO MIRÓ
Tel: +34/96 552 35 11
Email: pablo.verdu@serpis.com
http://www.serpis.com

6
 news 24

Recycling
SPAIN

THE SUCCESS STORY OF

STEEL PACKAGING
RECYCLING IN SPAIN
T
he expansion of the Spanish canned food and beverage market
in steel is supported by Ecoacero through initiatives such as
CICE and Paisaje Limpio and the development of adequate
A variety of collection
recycling structures. Nicolas de Laurentis, Director of Ecoacero, channels used to
welcomed us to Madrid to update us on the progress in steel
packaging recycling made in Spain in recent years. He also presented
recover steel
the company’s programme of initiatives and communications for 2005. packaging …
Magnetic separation in compost centres is the
method most often used in Spain to recover
Ecoacero driving Steel – the 2nd most steel packaging. In 2003, it accounted for
close on 42% of total steel packaging recov-
forward steel recycled packaging ered, whilst scrap yards contributed up to
packaging recycling material in Spain 29%. Kerbside collection contributed 19% of
the steel packaging which was recycled,
Ecoacero was founded in 1996, following the In 2003, some 172,000 tonnes of used house- whilst incineration plants accounted for a
transposition into Spanish law of the hold steel packaging were collected and recy- mere 14%.
European Directive on Packaging and cled in Spain, making steel a close second
Packaging Waste, and replacing the Instituto behind paper and board in terms of the most … and magnetic
para la Promoción de la Hojalata (Institute for recycled packaging (57.5% as against 60.4%).
the Promotion of Steel for Packaging). separation enables
Ecoacero is tasked with promoting the collec- steel to be recycled at
tion and recycling of steel packaging in Spain,
as well as the use of steel as a packaging a reasonable cost
solution. Ecoacero is also the central point for Nicolas de Laurentis set out the rea-
activities to promote canned food in Spain sons for the sustained growth of
(CICE – see APEAL News no.20) and initia- steel packaging recycling in Spain
tives to make citizens aware of the part they since 1997, and the progress which
themselves can play in avoiding litter (Paisaje is still achievable by 2008:
Limpio).
“Steel can be recycled easily,
because there is significant demand
Composting provides close to 42% of
for scrap from steel makers (espe-
the steel packaging collected for
recycling.
cially since most steelworks in Spain
are electrical) and because it is a
material which can be easily sepa-
rated from the waste stream. The
availability of a variety of collection
methods for steel (kerbside collec-
tion, bring systems and integral col-
lection has contributed to achieving
current recycling rates at a reason-
able cost. Other materials do not
have the same possibilities, and
have to content themselves with
kerbside collection in order to
improve levels of recycling.” He
adds that “whereas recycling of steel

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 news 24

R e c y c l i n g
SPAIN

THE SUCCESS STORY OF

STEEL PACKAGING
RECYCLING IN SPAIN
packaging was still in its infancy in 1997, with
23% being recycled, the investments made in
new infrastructures for collection and sorting
have enabled us to increase the quantity of
steel packaging being recycled two and a half
times in only 6 years.”

Slow growth in
kerbside collection
Separate collection, which first appeared in
Spain in 1998 following the establishment of
Ecoembalajes España (Ecoembes), initially
only contributed 4% of the steel packaging
which was collected; today, that contribution
has risen to 19%. At the end of 2004, the sys-
tem of yellow bins had reached a level of
coverage of nearly 90% of the Spanish popu-
lation in 2003, with around 75 sorting centres
of household packaging waste being opera-
tional. By 2008, around 25 new sorting cen-
tres are set to be developed.
Incineration no longer
the popular solution
Incineration of household waste is no longer
dominant in Spain, for reasons to do with its
acceptance by the population: only 7 inciner-
ation plants are currently operating in Spain,
and just one additional plant is set to be
added to the facilities already in place.
Whereas in 1997 it contributed 50% of the
volumes of steel packaging collected in Spain,
today this method of waste treatment (and
efficient way of collecting/sorting steel scrap)
has declined and now provides the smallest
share (only 14%); nevertheless, it retains a
significant hold in large cities, to supplement
the selective collection infrastructure and to
help in achieving the targets for recycling
steel packaging.
Composting as a
specially-valued
solution
Composting plays a fundamental role in Spain
for the recovery of used steel packaging. It
constitutes the main source of collection for
steel cans, providing close on 42% of the
steel packaging collected for recycling. Nearly
80 composting centres are currently operat-
ing, and they represent the principal means
of reducing the use of landfills to dispose of
organic waste. The widespread use of this
system of waste treatment in Spain is
explained by the very dry climate there: this
facilitates the composting process, whereas
humidity inhibits composting. Some regions
in Spain are experiencing the phenomenon of
desertification (loss of vegetation covering the
land), and there is therefore a significant
demand for organic matter, hence the com-
post.
Implementing the Landfill Directive should
similarly stimulate the recovery of organic
matter, and the construction of new compost-
ing centres will have a positive influence on
the recycling of used steel packaging. As each
centre is equipped with magnetic separation,
steel packaging can be recovered easily and
at low cost.
2008 targets for steel
recycling in Spain
between 70% and
75%, despite can
market growth
forecast at 4% p.a.
Nicolas de Laurentis is highly optimistic about
the long-term prospects for recycling steel
packaging. ‘The extended coverage of collec-
tion schemes and the increased number of
sorting and composting centres, including
magnetic separation, throughout Spain,
should make it possible to take the level of
recycling to above 63% for 2004, and to reach
between 70% and 75% by 2008. This will
make it possible to compensate for weaker
performance in materials which are less recy-
cled (plastics, beverage cartons, aluminium,
etc.) and thus to comply with the 55% overall
recycling target (all materials taken together)
by 2008, as set out in Directive 2004/12
(amending Directive 1994/62 on Packaging
and Packaging Waste)’, he explains.

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 news 24

PAISAJE LIMPIO
PROMOTING AWARENESS OF THE CITIZEN’S ROLE IN LITTER PREVENTION
”Packaging is only a minute part of litter, but it is often the most visible part.” Given the negative perception associated with litter, a joint project ini-
tiated by Ecoacero resulted in the establishment of a new association known as “Paisaje Limpio”, along the lines of “Encams” in the United
Kingdom, “Vacances Propres” in France, “Aktion Saubere Landschaft” in Germany and “Stichting Nederland Schoon” in Holland. Its aim is to develop
initiatives for awareness-raising and public information amongst consumers, and to lead campaigns to prevent litter.
In order to make the consumer more aware of his role in litter prevention, it is vital to have an integrated approach involving the entire packaging
chain (producers and converters of materials, packers-fillers and brand owners), other business sectors (cigarette manufacturers, etc.), the public
authorities and especially the local authorities.

“Hot summer, cool cans”: Ecoacero’s

poster campaign, aimed to keep the
“VERANO CALIENTE – LATAS FRÍAS” – KEEP THE BEACHES CLEAN Costa del Sol beaches clean.

During August, Ecoacero launched the “Verano Caliente – Latas frías” (Hot summer, cool cans)
campaign on all the beaches of the Costa del Sol. Posters encouraging people to recycle cans
were placed in strategic locations along the beach, and T-shirts and visors promoting the theme
of the campaign were distributed by restaurant-owners to holiday-makers dining with them. This www.damelalata.com
campaign, supported by the regional and local authorities, was a great success and is to be
repeated next summer by Ecoacero on the Mediterranean coast (Valencia region).
Supplementing the poster campaigns, several other communications tools are being developed at
Ecoacero to communicate the virtues of responsible behaviour to the consumer:¡Dame la lata! -
an infotainment Internet site about the steel beverage can and its recycling
Following the conversion of the Spanish can market away from aluminium and towards steel in
2003, Ecoacero decided to focus its message on the beverage can. An Internet site aimed at the
public and titled “¡Dame la lata!” (Give me your can!), www.damelalata.com, explains the pro-
duction process of the can through to when it is filled, and how to use and recycle it. It will also
illustrate current campaigns to combat litter, and an educational school pack will be integrated
into the site.

Can collection at service stations For more information

An agreement has just been signed with one of the major petroleum companies in Spain, which please contact:
will see containers placed in over 900 service stations and cans being collected along the entire
road and motorway network in Spain. Other companies are set to follow suit in 2005. Nicolás de Laurentis
Director
We wish everyone a pleasant trip to Paisaje Limpio …
ECOACERO
Tel: +34/91 411 25 88
Email: ndl@ecoacero.com
http://www.ecoacero.com

9
 news 24
B e v e r a g e
SPAIN
MEDITERRANEAN DEVELOPMENTS:
SOUTHERN THIRST
BOOSTS DRINK CAN SALES
T
aking advantage of a favourable, warm climate and positive econ-
omy together with their young dynamic population, the Iberian
market (Spain and Portugal) has been propelled into a pole posi-
tion in the European Drinks Market, with today one of the highest per
capita consumption in Europe.
The last five years has shown a significant
growth of the drinks market in Spain and
Portugal, amounting to almost 14 billion litres.
Beverage shipments totalled 6 billion units in
2003, representing more than 13% of the total
fillings in Spain. The influence of an expand-
ing tourist trade, (49.5 million in 2001) rated
second worldwide, the demand for “on the
go” consumption, vending machines and con-
venience stores has created fierce competition
with incremental volumes contributed mainly
by Coca-Cola.
Carbonated soft drink
cans represented 28%
market share by pack
volume in 2003 in
comparison with 16%
for refillable glass bot-
tles, 3% non refillable
glass and 53% PET.
Canned carbonated
drink fillings account-
ed for 69% of incremental growth in the can
sector, increasing by almost 70 million litres,
in 2001. Beer however, has shown moderate
growth due to the importation of cheaper
German and Dutch brews.
Carbonated beverages accounted for 70% (8.7
billion litres) of the can fillings in 2002 and
beer just over 23%, with considerable growth
in the High Energy and Sports Drinks sector.
API launched a ‘state of the art’
production line in December 2003 in
Avilés (Asturias), with capacity of
300 000 tons per annum.
10
The explosion of natural health and energy
beverages such as ‘Red Bull and Dark Dog’
throughout Europe, due to changing life
styles, has opened up new horizons and dou-
ble figure growth markets boosting Energy
Drink consumption in Spain from 63.4 million
litres in 2001 to 82.2 million in 2002.
The can responding to
modern consumer
needs
The can has an ideal volume, is refreshing
and amusing (the sprightly ‘pop’ of the easy
open end) having a dynamic and modern
image corresponding to the needs of a new
generation of consumers of ‘street food’ who
are constantly on the move.
With a higher income per person, household
profiles have changed to smaller units and
there is an increasing demand for smaller size
packs, single serve portions and increasing
impulse consumption, which will improve
profitability.
Innovative flavours backed by a strong mar-
keting support offers consumer appeal for the
‘cool’ lifestyles of today’s adolescents and
young adults. Ice teas, which are perceived as
healthy, increased by over 25% in 2002 with
Nestea and Lipton offering strong marketing
campaigns focused on brand positioning.
The automatic (full service) distribution in
cans through vending machines, to the detri-
ment of plastic cups, has dynamised distribu-
tion, increased visibility and has had a very
positive impact on consumption.

Steel captures the
drinks market in
Spain
Over the last ten years, major can makers
have made significant capital investments in
modern production facilities in Spain, where
100% of the cans produced today are from
steel at lightening production rates of 2500
cans per minute. To meet this increasing
demand for packaging steel, Arcelor
Packaging International (API) launched a ‘state
of the art’ production line in December 2003
in Avilés (Asturias), with a capacity of 300 000
tons per annum. Philippe Duchemin, DWI
Product Manager at API, stressed the impor-
tance of the Iberian market. ‘Growth projec-
tions’, he said, ‘are definitely there, with Spain
having the highest per capita consumption’.
Bright steel
technology has
helped enhance the
steel beverage can’s
visual appearance and
optimize shelf appeal.
Rexam a change
for the best
The World Class can maker Rexam currently
has 6 production lines on 2 sites in Spain,
with a production capacity of approximately
3.8 billion cans per annum. Raquel Gonzalez,
Marketing Services Manager, recently stated
that Iberia was a major target market for
Rexam and that they would be permanently
expanding their capacity with the latest tech-
nology in terms of light weighting, production
efficiency and decoration to meet the
market requirements.
Indeed, Carlos Gamella,
Environmental Health & Safety
coordinator highlights two
very important achievements
for Rexam in 2004, which fall
within the scope of
Corporate Social
Responsibility. Firstly
achievements in light
weighting of steel, with
the high impact this rep-
resents for the environ-
ment in terms of raw
material optimisation
and final waste reduc-
tion. Secondly, OHSAS
18001 accreditation of
both Rexam’s plants in
Spain, demonstrating that Rexam
meets with all the health and safe-
ty requirements.
The Fastest
in the South
Crown Bevcan Europe & Middle East
also has 2 plants in Spain, operating 4
steel can lines. Crown is celebrating a
highly successful second year of opera-
tion at its Seville plant in Dos Hermanas,
southern Spain.
11
news 24
Crown has converted one of its lines
to produce bright steel cans.
Since it started manufacturing cans in July
2002, the plant, which has an annual produc-
tion capacity of 750 million units, has set a
number of impressive production records. The
plant is one of the most technologically
advanced beverage can manufacturing facili-
ties in the world. Commenting on the success-
es, Juan Sanchez, Plant Manager for Seville
said: "The first year of operation at any bever-
age plant is always a challenging time, but
through the hard work and dedication of the
team we have managed to exceed all produc-
tion and efficiency expectations. This allowed
us to fully get on board this second year. Our
plant is one of the company's most efficient
operations, this is essential to satisfy customers
demands." The plant supplies the Iberian can
market which is one of the fastest growing
markets.
Iberia is the second soft drinks can market
now just after the UK. " Across the Iberian
peninsula, cans favour highly in the percep-
tions of fillers and consumers alike," explains
Marcos Gonzalez Cuevas, Sales & Marketing
Director for Crown Spain, Portugal & North
Africa. In the Logrono plant (Rioja), Crown
has converted one of its line to produce bright
steel cans in order to offer the enhanced
appearance required for metallic designs.
As beverage canmakers continue to optimise
their production facilities in Spain to keep
abreast of the thriving market, the steel can’s
visual appearance is being enhanced by these
new printing techniques, together with other
possibilities to increase shelf appeal, such as the
availability of traditional volumes in slim and
elegant can shapes, for example. Thanks to
such developments, steel looks set to respond
to maintain its healthy position and to continue
to respond to the demands of the young and
dynamic Spanish beverage market.
 news 24

F o o d
EUROPE

THE “FLAVOUR OF THE YEAR

2004” CAPTURED IN STEEL
T
he launching of ‘Onctuo’, a new rich and
creamy instant drink by the French distributor
Leroux, required an original and appealing
packaging to attract consumer attention, in con-
trast to the multitude of analogous products on the
supermarket shelves.

A Hot Tip from

Hotshop
‘Hotshop’, a well known Parisian design
house, chose the generous design of a chub-
by shaped steel can with a vivid and trendy
orange and mauve label decoration to seduce
their clients. The success of ‘Hotshop’ can be
attributed to their working philosophy, which
privileges the creative spirit of their team of
graphic designers and consultants to stimulate
innovation. Brand image is established using
‘Packshop’ for graphic and strategic analysis
“ This is not the first time
“HotShop” has chosen steel for
and ‘Trendshop’ to ascertain current trends
packaging and we appreciate
and future consumer attitudes and demands.
its principal advantages, being
Stephen Pisani General Manager of ‘Hotshop’ robust, safe and at the same
commented : “This is not the first time ‘Hot time “in vogue”...
Shop’ has chosen steel for packaging and we
appreciate its principal advantages, being
robust, safe and at the same time ‘in vogue’
which significantly influences consumer
Stephen Pisani,
General Manager, Hotshop
”
appeal and purchasing choice. We have over

the last few years seen a remarkable interest

in the marketing merits of steel for packaging
with its use in high profile and luxury
segments of the packaging world.
This trend originates from a shift
in consumer preference
towards bright metallic finish-
es considered to be modern
and trendy, together with
the unique shaped profiles
which are now possible with
steel.”

12
 news 24

Decorbox has an international

reputation for original and high
quality metal packaging.

The resulting packaging concept Consumer acceptability of easy opening

is manufactured by ‘Decorbox’ devices such as the ‘peel off’ used for
an Italian quality can maker ‘Onctuo’ is based on the following attributes:
based in Olginate close to easy access to the tab, and the strength
Lake Como, and appropri- Arduino Milani, required to initiate the peel and remove the
ately conveys to the pur- Founder & President, panel. The lower the force the more accept-
chaser the pleasure and Decorbox. able, particularly for young consumers.
gourmandise associated
The latest generation, ‘easy peel’ has all of
with the caramel taste
their primary strengths being the continued these attributes with the added advantage of
and creamy texture of
quest for innovation in both form and deco- being pilfer proof. This influenced consider-
‘Onctuo’.
ration coupled with an outstanding dedication ably its choice for ‘Onctuo’.
Arduino Milani, to customer service and satisfaction.
founder and presi-
dent of the com- When discussing the company’s philosophy
pany, has, over and commitments, Arduino Milani said, “The
the last ten workforce and its wellbeing is of paramount
years, estab- importance to create a favourable working
lished Decorbox environment, where each member of the
as a market team plays a vital role and shares the same
leader in the objectives. This has been our secret for origi-
field of speciali- nality and success”.
ty packaging,
with an interna- Ease and comfort in For more information
please contact:
tional reputa- cans
tion for original
and high quality The ultimate in consumer convenience, in Arduino Milani
designs. The particular for adolescents and young families, Founder & President
company, estab- is the availability of easy opening and reclos- DECORBOX s.r.l.
lished in 1990, ability features. These devices are key issues Tel: +39/0341 652 012
developed rapid- for brand equity and success in today’s com- Email: arduino.milani@decorbox.it
ly in this niche petitive market. The choice of this feature for http://www.decorbox.it
market segment, ‘Onctuo’ positions Leroux as an innovator in
this market segment. Stephen Pisani
General Manager
HOTSHOP
Tel: +33/1 53 70 75 00
The shaped profile of Onctuo, an original and Email: steph.pisani@hotshop.fr
appealing packaging to attract consumer http://www.hotshop.fr
attention.

13
 news 24

I n n o v a t i o n
EUROPE

WILD SALMON NOW

IN PROTACT CANS
®
Adds Dunnebier: “The combination of steel

S
upermarket shelves in Europe are now stocking a new type of
salmon can that is made out of Protact®, Corus Packaging Plus’ with polymer coatings that are predominantly
technically advanced polymer-coated steel. This new fish can is based on polyethylene terephthlate (PET) has
the result of a detailed development programme in which the Corus enabled Corus Packaging Plus to set a new
Packaging Plus team worked closely with partners in the UK and the standard in the industry. PET is widely
USA. The result is 1lb and 0,5lb salmon cans. acknowledged as one of the most food safe
packaging materials and allows us to take
food safety one step further. These benefits
“The Protact® can is perfectly suited to the Furthermore the fact that the can complies are combined with excellent formability
canning of fish products,” explains Jaap with standards in both USA and Europe which means that it can undergo multiple
Dunnebier, Director Product Market means that the canmaker no longer has to deep drawing stages, has improved pack
Development, Corus Packaging Plus. “The stock cans with different coatings and can use integrity and shelf performance, and is, of
benefits it offers are many: compliance with the same can for all markets. This is coupled course, completely recyclable.”
the highest food standards, unsurpassed barri- with the benefits of supply chain simplifica-
er properties and therefore no taint or flavour tion. The canmaker is able to now omit the These new Protact® salmon cans are pro-
scalping, drawability, excellent release for the intermediate step of getting the canstock lac- duced in the USA and then shipped to the
can’s contents, and 100% recyclability.” quered, as it now comes pre-coated.” North Pacific salmon canning area of Alaska
where they are filled with the wild salmon
The development programme undertaken Apart from these technical advantages, the and transported for sale in major supermar-
resulted in a better understanding of the development programme also enabled Corus kets throughout Europe.
capabilities of the material. Firstly, we are Packaging Plus to understand the versatility of
able to achieve an optimised steel surface the material and the possibility of colour
topography combined with the preferred matching. This is definitely a benefit for cer-
ECCS chemical composition. Overall this tain applications.
resulted in improved coating performance
during can making and after sterilisation.
This means that the can is in full compliance
with United States (FDA) and European Food
contact regulations and the draft EU Super Protact®: perfectly suited to the
Regulation on plastic food contact materials canning of fish products.
and articles.

For more information

please contact:

Jaap Dunnebier
Director Product Market Development
CORUS PACKAGING PLUS
IJmuiden, The Netherlands
Tel: + 31 251 493186
Fax: + 31 251 470051
Email: packagingplus@corusgroup.com
http://www.corusgroup.com

14
 news 24

E v e n t
EUROPE

8TH INTERNATIONAL TINPLATE

CONFERENCE 2004
T
he 8th International Tinplate conference 2004, held in Paris on the 25-27th October 2004 was organised
by the Metal Bulletin and Arcelor Packaging International (API), who sponsored the event. It gave a
unique opportunity to communicate the commitment of the entire industry to continue to invest in the
steel packaging solutions and to deliver a message of hope and mobilisation. Throughout the conference,
leaders in industry had the opportunity to debate the critical issues, to highlight steel’s advantage over
alternative materials for packaging as the most secure, user friendly and cost effective packaging solution
with a high potential for design and brand differentiation.

Philippe Duchemin outlined the success in

The industry
challenges
In a context of fierce competition between
packaging materials, when even the retorted
food segment is under attack from recent
developments that have taken place within
the competing carton industry, the industry’s
challenge is to develop steel packaging solu-
tions that will be able to deliver what the
market wants in terms of flexibility, brand dif-
ferentiation potential, freshness image and
convenience. Consumers are becoming more
and more conscious about health, freshness,
safety and nutritional values, and expect any
packaging to satisfy these specific needs.
Delivering the right solution that meets the
consumer needs for freshness and conve-
nience has to be guided by consumer atti-
tudes and perception research. All of these
characteristics should be met within the cost
frame that today’s market allows. This means
that effectiveness all throughout the chain
from the raw material producer to the can
maker, to the filler and retailer, has to
become a daily reality. Retailers are indeed
becoming increasingly important in the deci-
sion-making process, and are recognised as
key players in the logistic chain. They are as
such influencing the future packaging systems
lightweighting steel beverage cans and
Arcelor’s commitment to major investments in
France and Spain. He stressed the importance
of alliance within the industry to promote the
exchange of technology and strengthen steel’s
global market position in the future.
Rasselstein presented the laboratory tests
which have been developed in order to allow
that will have to integrate logistics parameters
into their development.
an optimisation of the quality of the tinplate
surfaces with respect to specific process
requirements.
The industry’s
During the conference, the multi-material
response dimension of packaging solutions was also
In response to these challenges, international presented as an asset to the consumer conve-
steel producers had the opportunity to nience.
demonstrate the continuous technological
advances that are taking place, in terms of
new, innovative steel packaging solutions,
materials and finishes.
During the opening proceedings, Phillippe
Capron, API CEO, emphasised the compelling
need to change the perception of the can and
announced the creation of ‘Empac’, whose
goal is to develop and promote a common
positioning for the metal packaging industry.
Catherine Jung and Pascal Fabrègue of API
presented ‘Creasteel’, one of API’s recent
developments, a hyper deep drawing steel for
2-piece shaped cans.
Jaap Dunnebier presented ‘Protact’ laminated For more information
steel from ‘Corus’, an ideal barrier for maxi- please contact:
mum security and protection of cans and clo-
sures. TIN TECHNOLOGY/ITRI Ltd
Tel: +44/1727 875 544
Email: info@tintechnology.com
http://www.tintechnology.com

15
 news 24

B e v e r a g e
GERMANY

THE BEER DRINKER GETS HIS

DRAUGHT BEER AT HOME
F
or the ‘bona fide’ beer
drinker there is nothing bet-
ter than a freshly tapped
draught beer. This is certainly
true in Germany (the country
that invented beer), where until
recently it was only available in
the local ‘Kneipe’, and also for
the British enthusiast in their
traditional Pubs.

Since the first brewers commercialized

draught beer, the barrel or keg has always
been the traditional method for transportation
and distribution. It is the barrel image, which
represents the natural quality of beer, and in
particular Draught
beer.
With the development
of the ‘take home’
sales market, it is no
surprise that breweries
jumped at the opportu-
nity to offer this draft
quality in the home
and together with the
well known can maker
Huber Verpackungen
in Oehringen
Germany, jointly devel-
oped the first 5-litre ‘party keg’. This so-called
‘’first generation’’ keg was developed more
than 25 years ago.

The beer keg : bringing perfect

draught beer right to the
consumers' home.

16

At last, draught beer
could be served fresh
on tap for parties and
barbecues!
Steel kegs offer the strength and robustness
necessary for rough handling and quick cool-
ing, are light in weight, easy to carry, and
hermetically strong enough to withstand the
pressure required for dispensing the draught.
Steel offers the added advantage of that bright
metal effect which conveys an image of quali-
ty and permits the conception of eye-catching
designs of the original gold and silver brand
labels.
The introduction of
the H.I.T. (Huber
Integrated Tap) system
several years ago by
Huber, developed in
conjunction with the
major German brew-
ery Warsteiner, over-
came dispensing
inconvenience origi-
nally encountered with
the ‘first generation’
kegs , which used a
separate tap device
and required special skills to tap a suitably
foamy glass of draught beer.
H.I.T. is a device which is built-in to the body
of the 5 litre keg, making it easier for the
consumer, with a simple gesture, to tap his
own pint of draught beer.
The introduction of this ‘second generation’
keg packaging concept gives brewers the
opportunity to capitalize on this image of tra-
ditional quality and with a unique dispensing
technology, the possibility to preserve all the
attributes of the original pub quality and add
the required consumer convenience.
news 24
Tapping into the Take such as airlocks at entrances and delivery and
dispatch points provide the proper environ-
Home Market ment for the manufacture of the party kegs.
We currently supply to over 200 different
APEAL recently visited Huber Verpackungen
brands of beer, ranging from leading interna-
and met Bernhard Kürschner, Marketing
tional brands to regional specialities like pale
Manager, and Berthold Pfäffle, Sales Manager
ales, pilsner, carbonated wheat beer, Koelsch
Party Kegs to hear more about the success of
and top-fermented dark beers’.
the party kegs since
the introduction of the
Huber Integrated Taps.
Global recognition of
During the interview
the Keg
Bernhard Kürschner This innovative beer keg with its unique inte-
explained that the grated tap proved popular well beyond the
incorporation of the horizons of Germany and Europe. Consumers
H.I.T. integrated tap in countries like Canada, Australia, the United
resulted in a complete States, not forgetting Russia and China, appre-
re-launch of the party ciate the pleasure of a freshly tapped draught
keg and beer at home.
was a key
issue in Huber is today shipping beer kegs to more
than 30 countries, and when visiting their
the mar-
keting warehouse one can see countless stocks of
superbly printed beer kegs, quite often with
success of
their prod- exotic and unfamiliar designs for China and
Japan. There are party kegs for Jupiler in
uct. ‘The
conceived convenience benefit to the con- Belgium, for the South African Breweries and
sumer led to such an extraordinary surge in the Russian brewery Tinkow for example.
demand that our company was prompted to “The Tinkow party keg is an interesting story’,
spend over 18 million Euros on setting up a Bernhard Kürschner continued. ‘This dynamic
completely new, dedicated manufacturing brewery owned by Oleg Tinkoff, a young and
plant in Oehringen. Our dedicated factory resourceful Russian entrepreneur brews a
uses the very latest technology to mass-pro- high quality beer and positions their brand as
duce the kegs using the most advanced and the ´champagne amongst beers’ targeting a
efficient production and testing machinery. To fast growing population of affluent Russians.
ensure maximum hygiene, special equipment The party keg sells in Russia for around $35
US, and Tinkoff have become one of our
most faithful customers’.
17
 news 24
B e v e r a g e
GERMANY
THE BEER DRINKER GETS HIS
DRAUGHT BEER AT HOME
Consumers all over the world
appreciate the pleasure of a freshly
tapped draught beer at home.
Germany bounces
back after the deposit
setback
As for conventional beverage cans, the party
keg was seriously affected by the German
deposit legislation. The measures introduced
by Herr Trittin, German Environmental
Minister, had quite a negative impact on party
keg sales in 2003 as well as in 2004. Huber
reacted quickly by introducing a complete
and efficient recovery system for the kegs to
reassure brand owners, and sales today are
now returning to previous levels.
Fortunately, it is almost certain that the future
deposit system will no longer apply to large
volume metal packaging such as the party
keg, which is for Huber Verpackungen a very
critical issue as the majority of their sales are
at home where the beer culture is strong.
The growing need to
meet the demand for
‘cool happenings’ in
the home
Consumer research reveals that more and
more beer drinkers want pub quality beer
served at home, with the same taste and the
same foam head. Consumers who enjoy a
party at home, want to be able to offer their
guests the same kind of cosy hospitality that
goes with someone ‘pulling up the beer’
behind a bar and serving glasses of draft.
Major breweries such as Heineken, Interbrew
and others, have in the last few years intensi-
fied their research to develop even more
sophisticated tapping systems, and a number
of new dispensing systems have been
launched on the market.
Huber has an ongoing programme to contin-
ually upgrade their party kegs and one area
for improvement is to extend the time that
high quality beer stays fresh in the keg for
multiple use. This prolonged freshness is
achieved using a technique to prevent oxy-
gen from entering the keg when the tapping
device is opened.
Further improvement of the tapping systems
of the party keg will fulfil this demand. These
new tapping systems will be launched in the
market in the near future after successful test
markets in 2004.
And we have already seen some results on
the market: Heineken have already undertak-
en a test market with a new system integrated
on a party keg, Interbrew tested out a system
based on dispensing technology from the
USA. This will certainly lead to a ‘third gener- For more information
ation’ beer keg. please contact:
According to the Huber managers, leaders in
Berthold Pfäffle
the production of steel kegs, there is a lot of
Sales Manager Breweries
market activity and a lot of opportunity for
HUBER VERPACKUNGEN GmbH + Co.KG
success. Thanks to continuous research and
Tel: +49/7941/66 444
development to improve convenience, we
Email: berthold.pfaeffle@huber-verpackungen.de
will no doubt see an even more consumer
http://www.huber-verpackungen.de
friendly beer keg in the future.
18
 news 24

I n n o v a t i o n
GERMANY

WATERLESS PRINTING,
A BIG STEP FORWARD
FOR BEVERAGE CANS
I
n the past decades, print quality of beverage cans has been an area
of constant development. Ball Packaging Europe (BPE), based in
Ratingen, Germany, recently announced a new printing technology
for beverage cans called ‘Waterless Printing’, enabling a considerable
improvement in print quality. Reason enough to go to the R & D
Centre of BPE in Bonn to meet Werner Noll, Manager of the Surface &
Decoration Technology Group.

Werner Noll: “Since it was first developed in
the 1960’s, print quality of beverage cans has
improved considerably. However, the
‘Letterpress-system’ now most commonly in
use does not produce the high resolution that
you need to print details clearly. And we
needed to change the system drastically to
‘get out of the box’. In fact our new Waterless
Printing system is a further development of
the classical offset printing in use for example
for the printing of 3-piece food and non-food
cans. However for a number of reasons we
wanted to avoid the use of water normally
used in that system to separate between the
printing colours.”
Werner Noll: “Back in 1999 we started to
experiment with Waterless Printing. It was
logical to try and implement the classical off-
set printing so widespread for 3-piece can
printing. We know what a high quality print-
ing this technology delivers. After tests in our
R & D facility, we conducted limited produc-
tion trials in 3 production plants, but we
quickly discovered that in the development of
Waterless Printing the devil is really in the
detail. We focused all our development
efforts for the new technology at our
Dunkirk plant in France, but now we can
also produce waterless printed cans in our
Hassloch plant in Germany.”

Higher demands for

print quality for
beverage cans
Though the regular print quality of the nor-
mal Letterpress system was quite satisfactory
for the requirements of many can labels, for
some label holders print quality became
increasingly important to diversify their prod-
ucts on the shelves.
Consequently, research in the various R & D
centres of beverage can producers to deliver
higher print quality was accelerated.

Brilliant, individual, accurate:

the main advantage of waterless printing is
the enhanced printing quality achieved
through greater definition.

19
 news 24

I n n o v a t i o n
GERMANY

WATERLESS PRINTING,
A BIG STEP FORWARD
FOR BEVERAGE CANS
What are the real
benefits of the new
Waterless Printing
system?
Werner Noll: “The major benefit of Waterless
Printing for beverage cans is simply the big
leap in printing quality as a result of the high
resolution. In printing technology terms: the
number of dots per inch becomes much high-
er. It means that we now are able to repro-
duce real photos on cans – this is what con-
stitutes the real breakthrough.”
Research on Waterless
Printing is ongoing
Though the major development work on the
system is complete, further research to com-
plete the technology is still under way. One
main area of research is the printing plates
used for Waterless Printing.
“ ...but the new process simply
gives us a big scope for really
more attractive decorations.
Werner Noll: “The printing plates used for
Waterless Printing are composed differently to
those used so far for the Letterpress printing
system. They are more fragile and therefore
wear more quickly, so we have to replace
them more often. The paper printing industry
is by far the dominant customer for the highly
specialised industry of printing plates produc-
tion. Together with this industry we are work-
ing hard to lengthen the life time of the
plates. So this is still an area for improvement.
Our real know-how and our lead in the
application of Waterless Printing is in the
expertise of the teams running the production
lines, in the correct engineering and fine-tun-
ing of the high-speed printers.”

The Jupiler collector's can in a

Werner Noll,
Manager,
”
limited edition shows three complex Surface & Decoration
motifs in excellent quality, which Technology Group.
reflect the sportive and dynamic
image of the brand.

20

Development efforts for the new
technology have been focused at the
Dunkirk plant, France.
Dunkirk Plant Manager
Dominique Mercier.
For the printers in the Dunkirk plant the new
printing system is still a learning process but
with several orders already placed, the project
is now in an industrial stage.
Werner Noll: “For Heineken in Spain we pro-
duced an order for a new Cruzcampo-design
and for InBev in Belgium we did the same in
a new Jupiler-design. We now intend to roll
the technology out gradually as market
demand is increasing. We can accept more
orders, still for limited quantities, for example
for special editions or promotional cam-
paigns. We as a company are curious to see
how the market will accept these new print-
ing possibilities.”
At the moment the application in Europe of
Waterless Printing by BPE is still concentrated
in the beverage can plant in Dunkirk, but
given the intense exchange of know-how
between the Ball-units on both sides of the
Atlantic Ocean, the Ball beverage plants in
the USA could follow relatively easily if
demand arises.
Werner Noll: “The new technology would not
mean that the long existing labels designed
for our current printing process would look
different when printed in the Waterless
Printing process but the new process simply
gives us a big scope for really more attractive
decorations. And this is very important in
today’s highly competitive market where a
product on the supermarket shelf has only a
split-second to attract consumer attention.”
news 24
Steel cans in photo quality: launch of
Cruzcampo beer can for Heineken,
BPE also explores Spain.
Digital Printing
Printing is an essential technology for a bev-
erage can producer like BPE and therefore
BPE constantly monitors other potentially
important new printing technologies. Digital
Printing is certainly a potentially attractive
new printing technology.
Werner Noll: “Since 1995 Digital Printing is in
development, again first applied in the paper
printing industry. As the build-up of the
images takes place digitally, the pace of
development is closely linked to the develop-
ment of the IT-industry. You need really high
capacity computers to transport the massive
amount of image pixels needed to print pic-
tures at a high speed. For more information
So this is really a technology for the future please contact:
but we are working hard on this develop-
ment as well.” Werner Noll
Manager
BALL PACKAGING EUROPE
Surface & Decoration Technology Group
Tel: +49 (0) 228/5573530
Email: werner_noll@ball-europe.com
http://www.ball-europe.com
21
 news 24

E v e n t
BELGIUM

“ECO-VOYAGE” - DEMONSTRATING THE

GOOD ENVIRONMENTAL PROFILE OF STEEL
PACKAGING IN BELGIUM
I
t is in Belgium, the European champion when it comes to recycling
steel packaging, that an ‘eco-voyage’ tour on November 16, 2004,
demonstrated the good environmental performance of steel used
for packaging. In a context where 94% of metal packaging is recycled,
there can be no doubt that the steel beverage can is tantamount to
reusable beverage packaging.

The background - Information and co- and the tinning

“écoboni”
The debate which preceded the passing of
the Belgian law promoting “écoboni” in
December 2003 led the observer to feel that
the true technical properties and environmen-
tal credentials of the steel can were not well
known in Belgium. It may be remembered
that this discussion ended with the introduc-
tion of a packaging levy of €9.8537/hl
(€0.098/l) on all recyclable beverage packag-
ing (as distinct from reusable packaging), with
the levy coming into force on April 1, 2004.
This feeling could only be reinforced when in
October 2004 the Federal government decided
to increase this packaging levy by 50%, there-
by raising it to €14.50/hl (€0.145/l) from
January 1, 2005. This increase was decided
arbitrarily, without any justification on envi-
ronmental grounds, with the sole aim of gen-
erating €130 million in additional fiscal rev-
enue. This is why this increase has been
strongly criticised both by the Belgian
employers’ federation (Fédération Belge des
Employeurs, or FEB) and by the drinks sector
(FIEB), the foods sector (FEVIA) and the dis-
tribution sector (FEDIS).
operation initiative
It is against this background that the produc-
ers of steel for packaging have launched an
information and co-operation initiative with
the Belgian authorities. On the one hand, the
aim of this initiative is to make good the
information deficit, and on the other to put
forward solutions to the difficulties local
authorities might experience in the area of
waste management. The first practical expres-
sion of this new initiative came in the form of
a brochure about the steel beverage can dis-
seminated in Belgium . As a second stage,
APEAL and Arcelor Packaging International
jointly organised an ‘eco-voyage’ tour in
November, with the aim of showing on the
ground the constant progress realised at every
stage of the steel lifecycle. Accordingly, there
were demonstrations of the progress in terms
of collection, recycling and the metallurgical
process (weight reduction, reduction in CO2
emissions, reduction in energy consumption,
etc.), during visits organised at the Biffa sort-
ing centre in Houthalen and to the steelworks
line of the
Arcelor Group
in Liège.
Encouraged by
these develop-
ments, APEAL
and Arcelor
have expressed their opposition to any dis-
crimination between packaging which can be
reused and packaging which can be recycled,
as in Belgium the latter is at least as kind to
the environment as the former. The percep-
tion that steel packaging is a packaging which
satisfies environmental demands seems to be
shared by Belgian consumers. In fact, since
the entry into force of the packaging levy in
April, the market share for steel cans has
remained stable, despite the imposition of a
tax on recyclable packaging.
Extensive media coverage of the
Eco-voyage, which was attended by
several politicians including Benoît
Lutgen, Walloon minister for the
environment, pictured far right.

22

A positive response
from the authorities
and the economic
players in Belgium
Several politicians attended the Eco-voyage
tour, including Benoît Lutgen, Walloon minis-
ter for the environment, a representative for
Kris Peeters, Flemish minister for the environ-
ment, Michel Javaux, Secretary-general of the
Ecolo party, and representatives of the
Federal ministries of finance, the economy
and the environment. This event was also
attended by bodies involved in waste man-
agement, and representatives of the produc-
ers of beverages and food products.
All those present at the event indicated they
were in favour of common initiatives in this
area as well as of greater acknowledgement
of the progress made by steel producers on
an environmental level. Minister Lutgen in
particular indicated that he was sensitive to
the steel producers’ message. The Minister
also explained that he would communicate
the concerns of the steel producers to his
colleagues in Federal government, which has
sole authority over fiscal matters.
For more information
please contact:
Luc Neuville
Vice-President Strategy, Communication
and Environmental Affairs
ARCELOR PACKAGING INTERNATIONAL
Tel: +33/1/41 25 80 08
Email: Luc.Neuville@packaging.arcelor.com
http://www.arcelorpackagingintl.com
Renaud Batier
EU Public Affairs Manager
APEAL
Tel: +32/2 535 72 06
Email: r.batier@apeal.be
http://www.apeal.org
C o n g r e s s
EUROPE
THE 4TH INTERNATIONAL
STEEL PACKAGING CONGRESS 2005
21ST APRIL 2005 – RHEINTERRASSE, DÜSSELDORF, 1ST DAY OF INTERPACK
D
uring the next APEAL
Congress, which has
become an event not to be
missed within the sector, the
many facets of steel packaging
will be revealed, this time from
the perspective of the consumer,
showing his perceptions and
expectations.
Packaging, the
silent salesman
The day will start with an interactive presen-
tation from Professor John Maule, Director of
the Centre for Decision Research at Leeds
University, who will reveal the crucial role
that packaging plays in the purchasing deci-
sion-making process of the consumer. Satkar
Gidda, Marketing Director at Sieberthead, will
give us visual insight into how packaging
communicates with the consumer. Using ‘eye
markers’ he will reveal what exactly draws
the eyes of the consumer when he’s looking
at a packaging. Finally, Kevin Ford, Research
Director of the « International Research
Associates » and well known packaging guru
Lars Wallentin, will unveil, on a rational and
emotional level, the conclusions which can
be drawn from an international consumer
study on metal packaging.
www.apealcongress.org
23
news 24
The magic triangle:
security, health &
pleasure
The next session will take us into the field of
food safety, tackling the preoccupations of
the consumer regarding nutrition, health and
pleasure. Internationally renowned sociologist
Professor Fischler will share findings on a
study on the food habits of consumers in
America and Europe. Bonduelle Marketing
Director and President of UPPIA, Enzo Bocca,
will present the joint efforts by brand owners,
can manufacturers and steel producers to
change consumer perception of canned food.
In addition, various packaging solutions from
all over the world will be presented through
audio visual supports and interactive
exchanges.
Sustainable
consumption
Participants will also see the results of unedit-
ed research undertaken by TNO on the eco-
efficiency of different types of packaging, at
point of sale and within the home. Finally,
the positioning of steel for packaging from an
environmental and economic viewpoint will
be presented, as well as the joint efforts of
the metal packaging industry with regard the
consumer.
The day will finish with the Award Ceremony
of the 2nd International Steel Packaging
Awards, together with a colourful artistic
event.
 news 24

Environment
EUROPE

STEEL : THE SUSTAINABLE

PACKAGING SOLUTION
A NEW COMPREHENSIVE PUBLICATION HIGHLIGHTING
THE EXCELLENT ENVIRONMENTAL PERFORMANCE OF STEEL FOR PACKAGING.

The sustainable Fostering awareness

credentials of steel
packaging:
Steel packaging is the most recycled packag-
ing in Europe. Steel is a renewable material,
it can be recycled time and time again with-
out any deterioration in quality. It contributes
positively to the sustainable use of resources
and to sustainable consumption: thanks to its
excellent recycling performance, continuous
lightweighting and process optimisation, pro-
gressively less resources are needed to pro-
duce a unit weight of steel.
The recycling loop of
steel packaging:
Illustrates the unique multiple recycling pat-
tern of steel packaging and the related envi-
ronmental benefits.
Steel packaging is easy to collect, can be
automatically sorted using electromagnets
allowing the achievement of high recycling
rates. Experience shows that the optimum
system from an environmental point of view
is the collection and sorting of used steel
packaging together with other lightweight
packaging fractions (PET, beverage cartons
and aluminium).
of younger
generations:
Various educational programmes are being
developed by Apeal and its members to com-
municate the importance of environmental
responsibility to children of all ages. A series
of voluntary projects at national level are also
underway to promote a cleaner society and
an environmentally desirable behaviour from
citizens. Finally, national promotional canned
food campaigns across Europe build aware-
ness amongst consumers of the merits of
canned food in terms of contribution to a
healthy diet.
For more information
please contact:
Jean-Pierre Taverne
Environmental and Technical
Affairs Manager
APEAL
Avenue Louise, 89 BE-1050 Brussels
Tel: +32/2/535 72 05
Fax: +32/2/537 86 49
E-mail: j.p.taverne@apeal.be
http://www.apeal.org
APEAL NEWS READERSHIP
Circulation
13 000 issues in 86 countries
Brand Owners (44%), Institutions (16%),
Can Manufacturers (11%), Retailers (8%),
Steel Industry (5%), Journalists (5%),
Consultants (4%), Packaging Designers (2%),
Equipment Makers (1%), Others (4%).
Languages available
English, French, German, Spanish
I S S U E N R2 4 - M A R C H 2 0 0 5
Responsible Editor
Philippe Wolper - APEAL
Chief Editor
Charles Reuland - APEAL
Coordination
Sarah Clapham - APEAL
Editorial Committee
Renaud Batier - APEAL
Fabienne Lafargue - Arcelor Packaging International
Tom McMurtry - Packaging Consultant
Jackie Mellese - APEAL
Heike Schur - Rasselstein GmbH
Susan van der Steenhoven - Corus Packaging Plus
Jean-Pierre Taverne - APEAL
Evert van de Weg - Packaging Consultant
Concept Design : - www.pavy.be
Printed on recyclable paper

- Would you like to receive a copy of:

“Steel: the sustainable packaging solution” ?
(available in English) The Association of European Producers
of Steel for Packaging
- Would you like to receive the “Apeal News” on a regular basis.
(available in English, French, German or Spanish) Avenue Louise 89 • BE-1050 Brussels
Phone +32/2/537 91 51 • Fax +32/2/537 86 49
Please send your full contact details specifying the language you E-mail : info@apeal.be
require to Sarah Clapham : Email: s.clapham@apeal.be http://www.apeal.org
Fax: +32 2 537 86 49 http://www.steelforpackaging.org

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