Water giant takes carbon action

Leading FMCG brand Masafi has launched its Carbon Action Plan, a key initiative to measure the carbon footprint aimed at assessing and reducing the environmental impact of its products.

As part of the plan, Masafi aims to increase the percentage of recycled material used in the packaging of its products, reduce the amount of carbon emissions from its manufacturing unit and become a complete environmentally-friendly organisation.

As part of its strategy, Masafi is launching the Brown Carton Box, a revolutionary new packaging concept. The 100% recyclable box reduces the amount of corrugated carton used in terms of grammage and coverage, with 2cm reduced off the top and bottom flaps.

The company has also announced a partnership with Horizon Technologies, the Fujairah-based provider of recycling applications, to cater to its pre-processed plastics for recycling purposes within the UAE.

Previously, the company sold processed plastic to Municipality-approved, ISO-certified dealers, which was later exported to Chinese manufacturers for non-food applications.

Masafi revealed that energy-efficient non-CFC chillers have been installed at its bottling plant in Ras Al Khaimah as a major step towards safeguarding the environment.

"Masafi cares for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. As a responsible company, Masafi has adopted the Carbon Action Plan to measure and reduce the carbon emissions and move towards a carbon negative environment," said Ashraf Abushady, chief executive officer, Masafi.

"The plan epitomizes Masafi's commitment to innovation and excellence in our line of business and showcases our responsibility towards environment protection and production of natural premium products. We are confident that our Carbon Action Plan will deliver results."

Abushady predicted the initiatives taken by the "social committed company" will influence the attitudes and shopping behaviour of its consumers and stakeholders. "Masafi's decision to process our plastic in the UAE has further reduced our carbon footprint."

The company's four-gallon one-way bottles use less resin (18g/ltr) than the regular 1.5ltr bottle (vs.32g/ltr) to package the same amount of water. Moreover, the 4G bottles do not use water, electricity or chemicals for cleaning purposes, compared to the returnable bottles. Once empty, the one-time-use bottles are sent for recycling purposes.

Mohammed Ussman, plant manager of Masafi, said: "Masafi recognizes its commitment to reduce the carbon emissions and become as environmentally friendly organisation. Our Carbon Action Plan is aimed at creating an effective environmental reporting scheme to demonstrate our responsibility to the environment."

"Thanks to our initiative, our consumers will actually be helping the environment by taking carbon out of the atmosphere with every purchase. In fact, the redemption rate for the 4G bottles has gone up by 30%, which reflects how our consumers are becoming more environmentally aware and are disposing of the 4G responsibly, by giving it back to our Masafi Sales Team so that they can send it back to the factory for recycling purposes."

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