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22539 CBCRA Annual Report FINAL2.Indd CANADIAN BEVERAGE CONTAINER RECYCLING ASSOCIATION ANNUAL REPORT 2015 CHANGING THE LANDSCAPE SECTION 1 1 CHANGING THE LANDSCAPE | ANNUAL REPORT 2015 TABLE OF CONTENTS SECTION SECTION SECTION SECTION SECTION SECTION See Our Success 3 A Common Vision 6 Realizing Results 12 Our Efforts In Action 16 United With Our Partners 23 Staff & Financials 30 Message From The Chairman 4 Designed with Purpose 7 Waste Audits 13 Advertising 17 Parks & Green Spaces 24 Message From How Does It Work? 8 Litter Audits 13 Research 18 Municipalities 25 The Executive Director 5 Who Pays For It? 9 Recovery Rate & Results 14 Public Relations 18 Northern & First Nations 25 Built By Producers 9 Social Media 18 Northern Community Participating Producers Sponsorships 19 Cleanup 26 & Retailers 9 Website 20 Education 26 2015 Material Sales 10 Street Team 21 Industrial, Commercial & Institutional 28 2015 CBCRA Participants 11 Mini Bin 22 Key 2015 Activities 29 CANADIAN BEVERAGE CONTAINER RECYCLING ASSOCIATION SEE OUR SUCCESS Our efforts over the past fi ve years have been focused on a singular goal – to change how people look at their empty beverage containers. We’ve raised awareness of which products can be recycled and what they become after going into a blue bin. We’ve made our presence known in schools, on streetscapes and at sporting events. We’ve worked with partners across the province to get the message out. And with every passing year, we get closer and closer to reaching a 75 per cent recovery rate. Learn what we did in 2015 to change the recycling landscape in Manitoba. SECTION 1 3 CHANGING THE LANDSCAPE | ANNUAL REPORT 2015 WORKING DILIGENTLY AND STRATEGICALLY multi-residential-focused Mini Bin program from We are within reach of our goal and will continue its pilot in 2014 and one could say that CBCRA is to work diligently towards it. In the process, literally changing the landscape of this province. we have developed a model program we are proud of, making Manitoba a leader in beverage Each of these steps has brought us closer to container recycling within Canada and around meeting Manitoba’s government-mandated the world. CBCRA will continue to move forward recovery rate of 75 per cent of beverage aggressively in 2016, bringing our goal within containers sold in the province. A consistent, reach. steady approach has been the backbone of our strategy and has allowed us to see progress year In closing, this is my last note to you as CBCRA over year, whether through our recovery rate or Chairman, as I retired from the Canadian A MESSAGE FROM CHAIRMAN JOHN CHALLINOR II the development of new initiatives. beverage industry at the end of December, 2015. Canadian Beverage Association President, Of course, as a not-for-profit, industry-funded Jim Goetz, has replaced me in this leadership In 2015, the Canadian Beverage Container association, we have not reached any one role. Given the single-minded focus shown Recycling Association (CBCRA) and its Recycle milestone on our own. We have had the by the CBCRA Board over the last five years, Everywhere program continued to build on continuous support of our funders: brand the commitment to excellence demonstrated the solid foundation already established for owners, first importers of non-alcoholic, non- by CBCRA staff every day and the high level beverage container recycling in Manitoba. This dairy beverages sold in the province and, of cooperation afforded CBCRA by its key was evident through the continued commitment most importantly, those many, many Manitoba stakeholders, I have every confidence the to infrastructure and programs designed to make residents who consume these products and program will achieve its objectives very soon. recycling at and away from home as convenient properly recycle the packaging. The Container as possible, and was complemented by the most Recycling Fee (CRF) provided to CBCRA by our In the meantime, I will continue to watch the significant continuous public education campaign funders has allowed us to continue building on continuing progress in Manitoba with confidence, directed towards recycling in Canada. the program’s momentum, whether through an pride and, as an Ontarian, a combination of Since its modest beginnings in 2010, CBCRA has extensive promotional and educational campaign jealousy that we don’t have this great program in placed 45,000 bins in commercial buildings and that changes attitudes and behaviours, or our province today, and hope that someday soon public institutions, in parks, stadiums and arenas, periodic waste audits that measure our efforts we will. and on municipal streetscapes throughout and help us to chart our success. Manitoba. Add to this the continuation of the 4 SECTION 1 CANADIAN BEVERAGE CONTAINER RECYCLING ASSOCIATION CHANGING THE LANDSCAPE schools, office buildings). By evaluating where feedback that Manitobans would like more Recycle Everywhere bins are currently available recycling available in park spaces. In an attempt as well as where the largest opportunity for to demonstrate the value for helping recovery, recovery may be, we have done our best to make Recycle Everywhere staff completed a one-week strategic, research-based choices that will lead to trial with temporary bins in place at a busy City the biggest increase in future recovery rates. Park that does not currently offer recycling. The results were provided to the City of Winnipeg to However, increasing infrastructure alone is not support ongoing conversations with the Mayor, enough. Targeted Promotion, Education and Council and City officials. Awareness campaigns continued to be a big part of the program in 2015, with an increased onus Whether our programs are making recycling A MESSAGE FROM EXECUTIVE DIRECTOR on Manitobans to make the best choices. This more convenient in public spaces and multi- KEN FRIESEN year’s campaign “How many were yours” was by family buildings, educating Manitoba students far the most pointed messaging of all the Recycle on the benefits of recycling, or helping northern CBCRA completed another successful year in Everywhere advertising campaigns to date. A communities tackle the challenges that come 2015, with no shortage of new initiatives to keep question-driven headline and compelling imagery with recycling in remote areas, it is clear that Manitobans recycling their empty beverage asked the audience to consider what their part we are dedicated to our goal. We believe in containers. Building on the momentum that was in the still far-too-large number of unrecycled making Manitoba a recycling model for all, and began with the organization’s inception in 2010, beverage containers. The campaign’s success, know that we wouldn’t be as successful without CBCRA and its Recycle Everywhere program is marked by recall rates rivalling 2013’s award- our partners in the beverage industry, retailers, making great headway towards its 75 per cent winning “Transformation” campaign, has given us consumers and especially all Manitobans. Thank recovery rate goal. confidence to continue it for 2016. you for your continued support of CBCRA and “Plan 75” – the Strategic Plan developed in the Recycle Everywhere program. Other initiatives introduced this year included 2014 – has guided CBCRA’s decision making an increased focus on City and Provincial over the past year, especially as we assess Parks. Over the last several years, the Recycle the best possible areas to invest our time and Everywhere program has heard continuous programming dollars (i.e. municipal public spaces, SECTION 1 5 CHANGING THE LANDSCAPE | ANNUAL REPORT 2015 A COMMON VISION With the support of our beverage producer and retailer partners, CBCRA is committed to recovering as many empty beverage containers as possible. With their support we have improved access, strengthened community relations and increased the recycling of beverage containers across the province. 6 SECTION 2 CANADIAN BEVERAGE CONTAINER RECYCLING ASSOCIATION DESIGNED WITH PURPOSE In 2010, beverage producers and distributors The fi rst program CBCRA created was supplying into the province formed a not- Recycle Everywhere, a province-wide, away- for-profi t organization set on meeting the from-home beverage container recycling Manitoba government’s mandate to reach program that distributes free recycling bins a 75 per cent recovery rate of all beverage to public spaces. You can now fi nd Recycle containers supplied into the province. This Everywhere bins in municipalities, First organization is the Canadian Beverage Nations and northern communities, Industrial, Container Recycling Association (CBCRA). Commercial and Institutional (IC&I) facilities, government offi ces, public parks, schools, The Manitoba Government Regulation festivals and events throughout Manitoba. requires that all beverage producers The establishment of this recycling supplying beverages into the province infrastructure helps consumers to recycle either subscribe to an established program, their empty beverage containers whether at or implement their own province-wide home, work or play. An extensive province- recycling system that can achieve the wide Promotion and Education (P&E) mandated recovery rate target. We’ve worked campaign informs consumers and raises the closely with all stakeholders, ensuring that profi le of recycling throughout the province. the provincial government, beverage producers, retailers, our community partners and consumers are all considered in the operation of our programs. In 2011, the provincial government signed off on our fi rst
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