Reinforcing its commitment to protecting and safeguarding the environment, Masafi – one of the leading FMCG brands in the region – organised a Clean-Up Campaign at Masafi Village in Ras Al Khaimah on Friday, January 8. Over 190 Masafi employees took part in the Clean-Up Campaign, collecting over 8 metric tonnes of waste within two hours.
The Clean-Up Campaign, held every quarter, is part of Masafi’s efforts to contribute to the community where it operates and aimed at strengthening environmental awareness among the residents of Masafi Village, encouraging them to recycle, reuse and reduce waste.
During the clean-up drive, the Masafi team was divided into teams of 3x each, who cleaned the entire stretch of road from the Masafi factory to the village. The collected waste was later handed over to RAK Municipality. As an added incentive, the team collecting the maximum waste won commemorative Masafi gold coins.
Ms. Natascha Edelmann, Head of Marketing of Masafi, said: “As part of our social commitment, our initiatives are focused on safeguarding the environment. Without doubt, our efforts are aimed at innovatively changing attitudes and behaviour with regard to environmentally unsound activities. The Masafi Clean-Up Campaign is a major step in this direction. I am thankful to all the government authorities, the police, RAK Municipality and my colleagues for taking part in this noble initiative.”
Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. In a significant step towards environment-friendly packaging, Masafi introduced the eco-friendly Oxo Biodegradable films in its shrink-wraps in October 2009.
Masafi, the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management, also won the Idea of the Year award for its environmental initiative at the Ideas.Arabia International Conference held in April 2009.
The company also adopted a Carbon Action Plan to reduce its carbon emissions and move towards a carbon negative environment. Masafi also operates a unique and very successful corporate recycling service – an initiative aimed at reducing the environmental impact of plastic bottles.
