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NESCAFÉ Dolce Gusto Promotes Capsule Recycle

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Dubai, UAE



NESCAFÉ Dolce Gusto is teaming up with the United Arab Emirates environmental management leader Bee’ah to launch a recycling program that makes it easy for coffee lovers to drop off their used capsules at convenient locations in Dubai and Sharjah. The move, in line with Nestlé's commitment to make 100% of its packaging recyclable or reusable by 2025, is reminding people that “recycling your brew starts with you,” as noted by Raef Labaky, Nescafé Business Executive Manager at Nestlé Middle East. People will receive a bag with every online purchase and can also just ask for one without making any purchases at the drop off sites located at NESCAFÉ Dolce Gusto’s pop up shops in Dubai Festival City and Mirdif City Center as well as outside the Bee’ah headquarters in Sharjah.

“Coffee lovers can thus play an active role in helping the environment, as we will be delivering all deposited capsules to Bee’ah on a weekly basis for recycling with their plastic products,” added Labaky.

Fahad Shehail, CEO of Waste Management Services at Bee’ah, said “Bee’ah is a strong believer in effectively reaching all consumer segments within the public sphere to encourage behavioral change and sustainable practices, and we are confident that our partnership with NESCAFÉ Dolce Gusto will assist us in achieving these key goals.”

Shehail added, “Components recycled from the capsules include coffee waste and different types of plastics, and we will be aiming to further optimize the recycling process by segregating them further in the near future.”

About Nestlé Middle East

Nestlé Middle East’s heritage goes back over 80 years to 1934 when the first import operation was set up in Lebanon. Today, Nestlé Middle East owns and operates 18 factories and provides direct employment to more than 13,000 employees who are all committed to Nestlé’s purpose of enhancing the quality of life and contributing to a healthier future. It also provides indirect employment to several thousand more.

The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: dairy products and infant nutrition, bottled water, chocolate and confectionery, coffee creamers, breakfast cereals, culinary products, health science, skin health, and Pet Care, among others. Nestlé Nido, Nestlé NAN, S-26, Progress, Maggi, Nescafé, Kit Kat, Coffeemate, Nestlé Cerelac, Nestlé Fitness, Nestlé Pure Life, Nespresso, Optifast and Cetaphil are just some of the brands available in the Middle East.

For more on Nestlé Middle East activities, you can visit the following social media pages:

Nestlé in Society report:

For more information, please contact:

Rainer Mueller
Communication Director, Nestlé Middle East
[email protected]

About Bee’ah:

An innovation leader and a pioneering force for sustainable solutions in the Middle East, Bee’ah is a public-private partnership company that was founded in 2007, through an Emiri decree by His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah. With ventures in industries ranging from Waste Management, to Environmental Consulting, Renewable Energy, Technology, Sustainable Transportation, and Training & Development, Bee’ah is creating a better quality of life for all cities and communities in the region.


Contacts: E-mail: [email protected]
Tel enquiries: +971 6 572 9000
For more information, please visit: http://www.beeah.aeand connect at and