Masafi wins ‘Best Use of CSR’ honour at GEMAS Effie MENA Awards 2009

Published November 9th, 2009 - 01:01 GMT

 Masafi, one of the region’s leading FMCG brands, has won the silver award in the ‘Best Use of CSR’ category at the inaugural GEMAS Effie MENA Awards 2009. The awards were handed over at a gala ceremony held at Madinat Jumeirah on Thursday.


Masafi shared the award with a local competitor – there was no winner for the Gold award in the CSR category. Awards in 13 different categories, covering various product and services sectors, were given away during the ceremony.


Nikhil Desai, Trade Marketing Manager at Masafi, received the award, which recognized Masafi’s Corporate Social Responsibility (CSR) initiatives focusing on preservation and protection of environment.


Commenting on the award, Natascha Edelmann, Head of Marketing at Masafi, said: “Masafi is honoured to receive the prestigious GEMAS Effie MENA Award. We would like to thank every one at Masafi and most importantly our partners in our environmental initiatives, who have actively contributed to our efforts of furthering the cause of environment.”


She added: “Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. This award further reinforces our resolve to continue promoting and partnering such community efforts to safeguard the environment.”


Last month, Masafi introduced Oxo Biodegradable films in its shrink-wrap packaging for water bottles – the first company in the food & beverage sector across the Middle East to launch the Oxo Biodegradable packaging.


The launch of Oxo Biodegradable films was a major step in Masafi’s Carbon Action Plan – a key initiative aimed at reducing the carbon footprint in the UAE by cutting down on the carbon emissions from its manufacturing unit, product offerings, systems as well as services.


As part of its commitment to safeguard the environment, Masafi launched the Corporate Recycling Initiative in October 2008, where it collects plastic bottles from UAE-based companies employing 200-plus people for recycling purposes. The bottles are sent to Fujairah for recycling into non-food plastic applications.


The company has signed up 105 partners for the initiative and has dedicated a toll free number 800 5455 to facilitate the recycling process. Over 437 metric tonnes of water bottles have been collected till date and the redemption rate for 4G Bottles is currently at 34% -- reflecting the eco-awareness among Masafi customers.


In related environment initiatives, Masafi launched the Brown Carton Box last year – a revolutionary new packaging concept which significantly reduced the amount of corrugated carton used in terms of grammage and coverage.


Masafi also installed energy-efficient non-CFC chillers at its bottling plant in RAK as a major step towards safeguarding the environment. The company has signed up with UN Global Compact – the world’s most influential network for socially and environmentally responsible businesses – to play a proactive role in ecologically sustainable issues.


GEMAS (Gulf Marketing Review Effectiveness in Marketing Awards) was launched in 2004 as the only marketing business awards in the Middle East to recognise and applaud actual marketing achievement. This year, GEMAS has entered into a new partnership with Effie to provide a wider international showcase for the region's marketers and their achievements.



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