Masafi and Imdaad Environment sign partnership for recycling program

As part of the partnership, Masafi will install over 100 plastic recycle bins within the premises of various Dubai World companies, in coordination with Imdaad Environment. In return, Imdaad will collect the plastic bottles from various collection points and turn them over to Masafi.

The signing of the partnership agreement, coinciding with the World Environment Day, is aimed at promoting sustainable environmental practices to safeguard the environment. The deal with Imdaad is a pivotal step in Masafi's Corporate Recycling Initiative launched in October 2008 - a unique program aimed at reducing the environmental impact of plastic bottles.

Ms Natascha Edelmann, Head of Marketing at Masafi, said:

"Masafi's partnership with Imdaad Environment for the recycling program further reinforces our commitment to the environmental cause. We have signed up with over 84 government institutions, corporates, educational establishments and community organizations and clubs across all seven emirates as part of our recycling initiative. Imdaad Environment is a leading name in Facilities Management including waste management and recycling and we look forward to working closely with them in our future environment-friendly projects."

Ms Edelmann added: "This strategic partnership with Imdaad is another major achievement as part of our Corporate Recycling Initiative, which has registered double digit growth every month - in May, we collected nearly 3,500 kilograms of plastic bottles. We will also be increasing the fleet of collection trucks besides augmenting our manpower to facilitate the recycling initiative."

Mr Mahmood Rasheed, Executive Director of Imdaad Environment, said: "We are happy to sign this partnership deal with Masafi for the recycling program. Imdaad Environment has carved a niche in sustainable environment practices and this program is a major step in encouraging environmental-friendly packages among the Dubai World companies. We appreciate Masafi's efforts towards safeguarding our environment and we are proud to be associated with this community initiative."

Imdaad Environment will facilitate the installation of recycling cages as well as the collection of plastic bottles across all Dubai World companies, including DP World, Istithmar World, Dubai Customs, JAFZA, Nakheel, Drydocks World, Limitless, Economic Zones World, Leisure Corp, TechnoPark, Dubai Maritime City, Dubai Waterfront, Dubai Multi Commodities Centre, The Palm Jumeirah, The Palm Jebel Ali, The Palm Deira, The Gardens, Discovery Gardens, Ibn Battuta Mall, International City, Dragon Mart and others.

Within its Corporate Recycling Initiative, Masafi 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. Masafi also adopted the Carbon Action Plan last year to measure and reduce the carbon emissions and move towards a carbon negative environment. The company has dedicated a toll free number 800 5455 to facilitate the recycling process.

Masafi also won the Idea of the Year award for its environmental initiative at the Ideas.Arabia International Conference held in April 2009.