Lacnor announces sponsorship of first ever eco-adventure race in UAE

This year Lacnor renewed its sponsorship with Mountain Extreme's Arabian Quest 2005 Challenge.

'We believe in providing people with the right products to live a healthy lifestyle, and Mountain Extreme's latest Arabian Quest Challenge promotes the same values,' said Smeha Fallakha, marketing manager, Lacnor.

The Arabian Quest 2005 Challenge is the first eco-adventure challenge event in the UAE and the GCC. Inline with the spirit of the race, part of the proceeds will go towards the creation of a mountain protected area under the tutelage of the WWF.

Contestants will battle it out on a grueling mountain bike trail followed by orientation and trekking. The race takes place on March 18th in the mountains surrounding Ras Al Khaima taking contestants up to Jebel Bil Aysh which recently made headlines by being snow capped in December 2004. There are two courses, moderate and extreme averaging each 5 or 12 hours for completion.

Lacnor is committed to sports sponsorship and believes it is a vital element in the company's marketing strategy and a perfect way to connect with its customers and share their passion.Fallakha said: 'Lacnor believes that sponsorship is one of the best ways to integrate with the community we live in. As a local beverage producer we believe in sharing and stimulating the interests of our customers. Our sponsorship of The Arabian Quest 2005 Challenge helps us achieve this goal.'

John Falchetto, founder of Mountain Extreme and of the Arabian Quest Challenged explained the concept of the race, 'funds raised through the race will help WWF in the establishment of a Mountain Protected Area in the Ru'us Al Jibal, Ras Al Khaimah.'

Falchetto added, 'the objectives are to raise awareness on the importance of mountain biodiversity and cultural heritage of Ras Al Khaimah, as well as involve local tribesmen in the protection and management of Ru'us Al Jibal. This is tied to establishing and running a pilot ecotourism project in the Ru'us Al Jibal leading to the reintroduction and release of the Arabian Tahr, an endangered mountain wildcats.'

Owned and organized by Mountain Extreme, the Arabian Quest is held under the patronage of HE Eng. Sheikh Salem Bin Sultan Al Qassimi, chairman of the RAK Civil Aviation authority.