Seven “can crushers” have been installed at the tourist attraction, which is the world’s biggest greenhouse, for members of the public to use. The soft drinks giant may sponsor more following upcoming talks with distributors CanCrush UK Ltd.
The machines crush, collect and store aluminium drinks cans. Crushing the cans reduces their volume by 90% and allows each unit to hold over 800 cans (approximately 12kg). They can be placed indoors or outdoors and the original design used in Europe has been modified to meet UK safety laws, so cans are only crushed when the lid is shut.
Sole distributor CanCrush says the machines offer a “fresh and fun approach to recycling” designed to give people a sense of involvement with waste reduction and recycling. Spokesman Ben Milner explained: “The machines are more interactive than traditional collection banks in that people can actually crush the cans themselves and they are unique in that their design is like a giant drinks can.”
Awareness
But as well as raising environmental awareness, the suppliers hope the machines’ quirky design will attract advertisers keen to demonstrate their “green” credentials. The Eden Project machines carry the Coca-Cola logo and environmentally-themed artwork on a green background and according to CanCrush: “The association between a company and this recycling machine is a very strong message to any public audience or working environment.”
The crushers are more commonly used on the continent – in Switzerland, for example, there are 6,000 – but the suppliers are hopeful that they will soon become part of the UK waste management infrastructure. There are planned talks with the drinks giant to discuss the possibility of placing more machines in shopping centres and theme parks and Mr Milner said that since the Eden Project deal, waste management companies had shown an interest in using the machines and selling them to their clients.
Theme parks
The distributor also plans to forge links with other drinks companies and place crushers in shopping centres, supermarkets, theme parks and tourist attractions. “Our strategy is to try all sorts of different ways to expand the network,” said Mr Milner. “For example, if you could locate them in various venues, then media agencies could advertise onto the space on a monthly basis.”
Coca-Cola commented: “The design of the can crushers offers a unique opportunity for Coca-Cola Great Britain to communicate its commitment to protect, preserve and enhance the environment whilst helping to encourage a positive change in attitude and behaviour.”
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