FrieslandCampina, the owner of Rainbow brand in the Middle East, has partnered with the UAE Ministry of Climate Change and Environment (MoCCAE) to launch one of the widest waste management and recycling drives in the UAE.
Undertaken by FrieslandCampina, in coordination with the Ministry, Emirates Environmental Group and RECAPP by Veolia, the campaign reached 30,000 students or ‘Green Champions’ across a total of 27 schools in 2023.
Through this initiative, FrieslandCampina encouraged the recycling of single-use plastic and other items such as tin and aluminium.
It shared that it also achieved continuous engagement with students in the UAE through workshops and masterclasses.
Rainbow ensured the reusability of the tin cans through its partnership with Emirates Steel, which treated the cans before bringing them back into their original shape for reuse.
The initiative, it shared, is in line with the UAE’s vision for waste management as well as the ‘We The UAE 2031’ vision, a national environmental protection plan.
It also builds on the company’s commitment to collecting 2 million Rainbow tins (weighed at 100 tons) in 2023, up from its 2022 figures of six tons of tins and a total of 110,000 tins.
Commenting on the launch, Her Excellency Engineer Othaibah Al Qaydi, Acting Assistant Undersecretary for the Sustainable Communities Sector at the Ministry of Climate Change and the Environment, said: “Our collaboration with FrieslandCampina is an important step in the UAE’s journey towards a greener future. The private sector are vital partners in the UAE’s climate action efforts, and we value their contribution to our climate goals. By engaging students, we are further highlighting the role that youth plays in promoting environmental sustainability.”
Speaking on the initiative, Ali Ahmed Khan, Vice President, Middle East, North Africa and Pakistan, FrieslandCampina, said: “The UAE has evolved as a nation of opportunity for sustainability. There is no better time than now and no better place than this region to build the next generation of sustainability ambassadors. We are grateful to have found unwavering support in our stakeholders and partners from the private and public sector including the Ministry of Climate Change and Environment, Emirates Environmental Group, RECAPP by Veolia and Emirates Steel. Our goal is to not only reduce single-use plastic waste but also foster continuous engagement through educational workshops.”
Habiba Al Mar’ashi, Co-Founder & Chairperson of Emirates Environmental Group, commented: “The UAE’s students are the sustainability leaders of the future. To pave the way for a more sustainable tomorrow, we must empower their choices today. By nurturing their eco-consciousness and supporting their sustainable endeavors, we are sowing the seeds of a greener future. We are pleased to be collaborating with FrieslandCampina on this journey, a company that has sustainability at the heart of its function.”
Meanwhile, Jérôme Viricel, General Manager from RECAPP by Veolia, said: “In May 2022, we joined forces with FrieslandCampina for a pilot program to help collect and recycle Rainbow cans from the UAE’s tea shops. Our efforts were aimed at delivering the UAE’s vision for waste management and achieving Dubai’s goal of net zero waste by 2030. It brings us immense pride to see FrieslandCampina welcome greater collaborative effort in this journey and extend its mission to schools and UAE students, with a hope to empower the younger generation to embrace sustainability.”