EU in Albania launches the campaign “Reduce, Reuse, Recycle for a Greener Albania”
The Delegation of the European Union to Albania today launched a new communication campaign, “Reduce, Reuse, Recycle for a Greener Albania,” aimed at raising awareness among Albania’s business community about the country’s ongoing green transition towards a circular economy and supporting businesses to adopt sustainable practices.
The launch event was opened by EU Ambassador Silvio Gonzato and Ms. Elda Xhumari, Deputy Minister of Environment in Europe House Tirana and brought together representatives from the Government of Albania, EU Member States, international organisations, civil society, academia, and the media to exchange views on climate priorities, challenges, and the importance of fact-based environmental communication.
Ambassador Gonzato invited everyone to join the campaign which aims to reach out to and inspire Albanian citizens.
“The green transition lies at the heart of Albania’s EU integration process. It is not optional for Albania — or for any other country. It is not only a requirement for EU membership, but it represents a great opportunity for sustainable growth and jobs, and is essential to protecting public health.
“Protecting the environment, building a circular economy, and advancing climate action are shared responsibilities — a collective effort by government, civil society, businesses, media, and citizens. The EU and its Member States — Austria, Germany, France, and Sweden — are supporting Albania every step of the way with funding, expertise, best practices, and strong partnerships, while also helping to inform and engage citizens,” said Ambassador Gonzato.
Deputy Minister Xhumari reaffirmed the Government’s commitment to advancing the circular economy and engaging the private sector as a key driver of Albania’s green transition.
“The Albanian government has advanced with a series of reforms. Together, we will build a cleaner, smarter, and more sustainable Albania, in line with the vision and standards of the European Union” – said Xhumari.
The launch was followed by a lively Climate Talk on sustainable climate solutions, featuring contributions from Ms. Eneida Rabdishta, Director for Climate Change, Chemicals and Air Quality Policies at the Ministry of Environment; Mr. Mihallaq Qirjo, Director of the Regional Environmental Center (REC); Mr. Dritan Gorica, Climate Expert at the Urban Institute; and Ms. Klodiana Kapo, Media Expert at Faktoje.al.
Ms. Mirjana Matešić, EU Climate Pact Ambassador and Director of the Croatian Business Council for Sustainable Development, delivered a keynote address on “EU Climate Priorities: Strengthening Climate Action through EU Integration.” She highlighted how Albania’s alignment with the EU acquis can accelerate its green transition and strengthen resilience to climate impacts.
The session concluded with a shared call for stronger collaboration between institutions, businesses, and civil society to advance Albania’s green transition, underscoring the importance of informed public dialogue and evidence-based climate communication.
About the Campaign “Reduce, Reuse, Recycle for a Greener Albania”
The “Reduce, Reuse, Recycle – for a Greener Albania” marks the start of a series of six campaigns that will be rolled out over the next two years, dedicated to raising awareness among Albanian citizens about the need to protect the environment, ensure proper waste management and advance a circular economy.
The campaign kicked off with the “Climate Talk – Smart, Sustainable, Circular” event and will continue with a Business Networking & Info Day on EU funding opportunities on 26 November at Hotel Mak Albania, where companies will learn about EU green funding opportunities. The event will also feature the “Green Queens Award” recognising women entrepreneurs pioneering sustainable and circular business models.
Upcoming activities include a University Forum in Vlora on 3 December on sustainable tourism and circular economy, as well as a Policy Dialogue with Businesses on EPR law, n early 2026 focusing on circular economy, biodiversity, and the Extended Producer Responsibility Law. A Podcast Series for Businesses, produced by Business Magazine, will also highlight inspiring examples of Albanian companies embracing green innovation.
The campaign is part of the EU4GreenGen project, a dedicated EU-funded communication initiative to raise awareness about Albania’s green transition—its challenges, opportunities, and obligations—in line with the country’s EU accession negotiations under Chapter 27 – Environment and Climate Change.
Over the past decade, the European Union has invested more than €280 million in Albania’s environment, water, and climate sectors, making it the country’s largest donor and partner in this field.