In a step that further builds its market leadership across the Gulf and Middle East and reinforces its commitment to sustainability, Masafi – one of the leading FMCG brands in the region – has been honoured the first UAE Green Brand award.
The UAE Green Brand recognizes companies for their strategic thinking and planning in reference to environmental awareness, ecological footprint, energy conservation and environmentally-sustainable practices. Masafi was among top companies which was conferred the Green Brand Award at a gala ceremony held at Fairmont Dubai. Nikhil Desai, Category Marketing Manager at Masafi, received the award.
Masafi has also been featured in the first UAE Green Brand 2013 book, published by en•book - an international publishing house which mainly focus on studies and reports on branding and marketing. The book showcases case history of companies who have carved a niche with their sustainable practices and how they have implemented eco-friendly policies in production processes.
Masafi is the only mineral water company featured in the commemorative book.
In his comments, Nikhil Desai said: “Since its inception 36 years ago, Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. We are committed to sustainability and it is embedded in our company’s culture. In fact, we have invested significant resources to further build on our environmental initiatives such as new technology; augmented our recycling collection team and fleet to further build on our commitment to the environment.
“Hence, we are extremely honoured to receive the prestigious UAE Green Brand award here. The honour reinforces our resolve to continue promoting and partnering sustainable practices to safeguard the environment,” added Mr Desai.
The first UAE Green Brand Book, brought out in cooperation with Dubai Healthcare City and Enpark, not only communicates the best practices of companies but also spreads a message of education to the environment through informed choices, aimed at creating a new generation. The UAE Green Brand Book is the regional edition of the ‘Green Brand’ book, which has already published its fifth edition in Europe.