APEAL rebrands as Steel for Packaging Europe

The Association of European Producers of Steel for Packaging (APEAL) has rebranded as Steel for Packaging Europe.
The change comes with a new logo, which the organisation said captures the essence of steel's circularity and its inherent multiple recyclability, within a closed material loop.
Founded in 1986, Steel for Packaging Europe represents the five major European producers of packaging steel: Acciaierie d’Italia A.S., ArcelorMittal, Tata Steel, thyssenkrupp Rasselstein and U.S. Steel Košice.
Steve Claus, secretary general of Steel for Packaging Europe said: “After extensive consultation with our stakeholders we have adopted our new name and logo and to help us better reflect steel’s inherent material capabilities to be produced, reproduced, born and reborn, forever.
“Offering a strong and versatile solution for the secure packaging of food and other goods, steel packaging plays a vital role in preserving products without need for refrigeration, extending shelf life for up to 5 years and reducing waste. These properties make it the model material for a circular economy.”
He added: “With 78.5% of steel packaging recycled in 2021, steel remains the most widely recycled sales packaging material in Europe, a testament to its unique properties and the collaborative efforts of stakeholders across the value chain to maintain a closed material loop.”
Claus concluded: “With the European Union in the process of transitioning to a circular future, our refreshed identity positions our industry as an active contributor to the development of a sustainable packaging landscape. Together, we are poised to shape the green economy of tomorrow.”