Corporate recycling initiative launched

Masafi has launched its latest initiative aimed at reducing the environmental impact of plastic bottles, as part of its Carbon Action Plan.

The FMCG heavyweight has urged UAE-based companies employing 200-plus staff to hand over plastic bottles for recycling purposes, which will be sent to Fujairah for recycling into non-food plastic applications.

Natascha Edelmann, head of marketing at Masafi said the company has recycled 300MT of plastic to date this year.

"Previously, we used to sell the pre-processed plastic to Municipality-approved, ISO-certified dealers who later exported the same to Chinese manufacturers. By recycling the plastic in the UAE, we have further reduced the carbon footprint as the plastic need not be transported by ocean liners to China," she revealed.

The Corporate Recycling service will involve recycling used plastic bottles in the UAE into non-food applications.

"As market share leader in the bottled water category as well as flavoured water segment, it is an operational priority to provide this service and we request top management in companies with 200-plus employees to cooperate with us in the project.

Part of its strategy, which is completely free to use, has involved the launch of its toll free number to facilitate the collection process and the service is absolutely free.

"Masafi will take the responsibility of collecting used plastic bottles at the participating companies with the help of our very own Environmental Executive," she said.

"The companies need not be Masafi customers to be partners in this initiative and all they need to do is dial 800 5455," she added.

The Environmental Executive will also continue to visit educational institutions and centres, at which the company has installed recycling cages.

The Carbon Action Plan was developed to slash the amount of carbon emissions from its manufacturing unit, product offerings, systems and services, in its efforts to become a total environment-friendly organisation, Edelmann said.

Masafi has also joined the UN Global Compact, a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten universally accepted principles in human rights, labour, environment and anti-corruption.

The company signed up for the UN Global Compact, a leadership platform endorsed by chief executive officers, and offering a unique strategic platform for participants to advance their commitments to sustainability and corporate citizenship, through the Emirates Environmental Group.

This year Masafi launched the Brown Carton Box, a packaging concept to reduce the amount of corrugated carton used in terms of grammage and coverage, and the firm has also installed non-CFC chillers at its bottling plant in Ras Al Khaimah.

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