Home » Majid Al Futtaim announces expansion of ‘Feed the Future’ initiative

Majid Al Futtaim announces expansion of ‘Feed the Future’ initiative

by Madaline Dunn

Majid Al Futtaim is expanding its food rescue programme ‘Feed the Future’ for Ramadan.

The company will leverage brands across its business to reduce food waste and manage surplus. It is teaming up with technology platform Replate, restaurant partners at Majid Al Futtaim shopping malls, and other brands, including VOX Cinemas and Crate and Barrel, to schedule and manage surplus food donations throughout the month.

Likewise, by collaborating with UAE Food Bank, it will facilitate pickups to ensure that contributions reach charitable organisations and groups.

‘Feed the Future’ was initially launched as a pilot project at flagship Mall of the Emirates across two months, which resulted in over 2,000 meals recovered daily, saving 15kg of food daily, conserving 2.28 million litres of water, and diverting 2,050kg of CO2 from the environment.

Indeed, according to Dubai Carbon Centre of Excellence, each day in the UAE, it is estimated that around 38 per cent of food prepared is wasted, and this figure goes even higher during Ramadan.

When this food decomposes, it emits methane – 25 times more damaging than CO2.

Commenting on the announcement, Fuad Mansoor Sharaf, Managing Director, of the UAE Shopping Malls, at Majid Al Futtaim Properties, said: “We are pleased to partner with the UAE Food Bank and Replate to combat food waste this Ramadan. This initiative aims to minimise waste, and distribute food surplus to beneficiaries nationwide, while reinforcing our commitment to becoming Net Positive by 2040, and aligning with the UAE’s values of generosity and benevolence. We urge all F&B outlets to join us in this cause during the Holy Month, to contribute to food security, and a sustainable future for all.”

Hachem Mahfoud, Strategy & Partnerships at Replate, said: “Our partnership with Majid Al Futtaim on the Feed the Future initiative pioneered by Majid Al Futtaim Shopping Malls has been nothing short of progressive. We have been working closely with them and the UAE Food Bank to innovate the food rescue model and implement this group-wide initiative at Majid Al Futtaim.”

Adding: “While food insecurity may not be a prevalent issue in the UAE, ensuring access to nutritious food and mitigating climate change remains a top priority and shared vision for all of us. The success of the community fridge model proves that fostering the right partnerships and building trust is crucial for moving forward. Through technology and innovation, we are confident that we can further enhance and scale food recovery programs such as Feed the Future in the UAE, making a positive impact on communities and the environment.”

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