A total 2,940 kgs (3.2 tons) of compostable cups were recycled at the Dranouter, Pukkelpop and Antilliaanse Feesten music festivals held in Belgium in 2004, generating 147 kgs (324 lbs) of compost and creating significant interest for Alken-Maes with other festivals.
The brewery's use of nature-based packaging was a hit with the media, resulting in several Belgian national radio features and more than 40 print and online articles--the largest amount of press coverage that Alken-Maes has ever received on one issue. This included front-page coverage in the country's leading daily newspapers Het Nieuwsblad and De Tijd, with widespread publication of the NatureWorks polymer cups from Alken-Maes. In addition to national press coverage in Belgium, the launch was featured in a number of beverage, packaging and food service publications in Europe and the United States.
Alken-Maes employees shared in the excitement generated by the media uptake, many reporting feelings of goodwill being associated with such a positive story.
As a result of their success, Alken-Maes was approached to supply cups by organizers of several other festivals. In 2005, Alken-Maes will double its use of NatureWorks polymer with plans to supply three million cups to several of the leading music festivals in Belgium.