ne’ma, the UAE Nationwide Meals Loss and Waste Initiative, has prolonged its 2025 Ramadan marketing campaign, Valuing Our Roots, reinforcing the significance of accountable consumption, sustainability, and community-driven motion in the course of the holy month of Ramdan.

ne’ma’s marketing campaign calls on people, households, and companies to make intentional decisions when purchasing, cooking, sharing, and getting ready for giant gatherings. By doing so, we honor the enduring traditions of  reflection, gratitude, steadiness, and making aware use of sources throughout Ramadan. Via community-driven initiatives, the marketing campaign emphasizes meals rescue, redistribution, and waste discount, supporting the UAE’s purpose to scale back meals loss and waste by 50 % by 2030.

ne’ma continues to collaborate with key companions throughout the meals ecosystem to advertise mindfulness, making certain surplus meals is rescued and redistributed successfully. A key marketing campaign initiative is ne’ma’s sponsorship of the One Million Surplus Meals, a large-scale effort to recuperate and distribute untouched surplus meals in collaboration with the UAE Meals Financial institution and Reloop, and involving resorts, eating places, and catering companies corporations (HORECA). The initiative additionally incorporates meals waste recycling, with inedible meals waste collected for composting, supporting a round financial system strategy. This system will have interaction greater than 75 resorts throughout Abu Dhabi, Dubai, and Ras Al Khaimah, with structured information assortment to measure its impression on meals waste discount.

Throughout Ramadan, ne’ma can be scaling up Neighborhood Sensible Fridges, working with the HORECA sector and tech startups, to put fridges in high-demand areas, making certain surplus meals is safely redistributed. The fridges will likely be stocked with freshly ready meals and out there in a number of areas throughout Abu Dhabi and Dubai. The initiative consists of coaching for kitchen and hospitality workers on standardized meal packaging, and a structured assortment and distribution system to make sure effectivity and security.

The ne’ma Household Iftar Field program, in partnership with Takatof, focuses on rescuing surplus meals from meals distributors, retailers, and farmers. Volunteers will pack and distribute these meals packing containers throughout Abu Dhabi, Al Dhafra, Al Ain, Sharjah, and Ras Al Khaimah, making certain that high-quality surplus meals reaches households in want as an alternative of going to waste. Every field will include contemporary produce, staple grains, protein sources, canned items, and different important objects. This initiative additionally affords a significant company social accountability (CSR) alternative, permitting companies to take part by means of meals donations, sponsorships, and company volunteering.

Khuloud Hassan Al Nuwais, Chief Sustainability Officer of the Emirates Basis, and ne’ma’s Committee Secretary Basic, mentioned: “Ramadan is a time of generosity, gratitude, and shared accountability. With Valuing Our Roots, we’re taking actual motion to rescue meals, scale back waste, and make sure that sources are used responsibly. By making aware decisions—after we store, cook dinner, share, and rejoice—we are able to honor our traditions whereas additionally defending our future. Via collective motion, we are able to transfer nearer to changing into a nation the place no meals is wasted.”

The brand new initiative builds on the success of the “Rely Your ne’ma” (Rely Your Blessings), marketing campaign launched final 12 months, which adopted a sensible strategy to saving meals and redistributing it, along with ongoing efforts to scale back waste. By integrating data-driven methods, increasing partnerships, and interesting volunteers, the “Valuing Our Roots” marketing campaign goals to create long-term behavioral change and additional strengthen the UAE’s management in meals sustainability. The marketing campaign additionally represents a unified effort to stop meals from reaching landfills throughout Ramadan and past.

In step with the UAE’s Yr of Neighborhood, the marketing campaign builds on final 12 months’s Rely Your Blessings initiative by taking an action-oriented strategy to meals rescue, redistribution, and waste discount efforts. By integrating data-driven methods, increasing partnerships, and mobilizing volunteers, Valuing Our Roots goals to create long-term behavioral change and strengthen the UAE’s management in meals sustainability. The marketing campaign represents a united effort to work towards a Zero Meals Waste to Landfill purpose throughout Ramadan and past.

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