RUSAL announces the launch of its bespoke new low-carbon aluminum brand, ALLOW, which features a significantly lower carbon footprint – specific volume of greenhouse gas emissions – as compared to the industry average.
As demand amongst consumers grows for more sustainable and environmentally friendly aluminum, RUSAL has seized on the opportunity to utilize its unique access to clean, renewable hydropower to provide a product with a much reduced carbon footprint. ALLOW’s carbon footprint is lower than 4 tons of CO2 per 1 ton of aluminum, while the world average is currently approximately 12 tons of CO2 per 1 ton of aluminum (scope 1 and 2 at the smelter). All ALLOW branded metal produced by RUSAL will be independently verified so as to provide credible quality assurance for the customers.
To mark the official launch of the ALLOW brand, customers and representatives from across the aluminum sector were invited to a much anticipated event in London, held during LME Week.
Since its foundation, RUSAL has invested significantly into reducing its environmental footprint by modernizing its facilities and developing new technologies. In 2016, its total expenditure on implementing environmental actions totaled $119.9 million.
ALLOW marks a continuation of the company’s industry leading strategy of improving the sustainability of its products and becoming a leading low carbon aluminum producer. Since 1990, RUSAL has decreased its GHG emission per ton of aluminum produced by more than 57% and aims to be even more ambitious in the future.
Vladislav Soloviev, CEO of RUSAL, commented: “The launch of our new low carbon aluminum brand, ALLOW, represents a watershed moment for RUSAL in terms of sales strategy development and work with our customers. We know that consumers are increasingly demanding ever-greater detail about the provenance of the products they purchase and their associated carbon footprint. ALLOW will provide consumers and manufacturers alike with confidence that the aluminum used in their products has one of the lowest carbon footprints in the industry.” (MetalInfo/Ukrainian metal)