Nestlé has launched the Nestlé Pure Life Eco Mission initiative in the United Arab Emirates on global Recycling Day, in partnership with Zeloop – a mobile phone app aimed at changing behavior which rewards users who proactively help protect the environment by depositing plastic bottles for recycling.
The first phase of the Eco Mission will run for seven weeks, aiming to collect more than 40,000 recyclable plastic bottles of any brand and to raise recycling awareness, by offering rewards to those who deposit plastic bottles at any of 1,200 mapped deposit spots in the UAE, with more specific information available online.
“We are working with stakeholders and industry peers to implement efficient recycling systems that will allow us to meet our commitment to collect as many bottles as we produce by 2030; and to increase the use of recycled content in our bottles,” said Matthias Riehle, Business Executive Officer, Nestlé Waters, Middle East and North Africa.
“We at ZeLoop are on a mission to bring together every individual on Earth in a mutual effort to reduce plastic littering and positively impact the health of our world, nature, and our fellow beings,” said Eric Schaffner, Zeloop Founder and CEO. “This is only possible with a new mindset and improved behavior, and we believe that everyone can contribute to this change.”
This announcement follows a series of specific initiatives and steps to accelerate plastic waste tackling, in line with Nestlé's commitment to make 100% of its packaging recyclable or reusable by 2025.
A 2019 study conducted by the Coalition CIRCLE (Coalition of Innovation in Recycling towards a Closed Loop Economy) – a government-endorsed coalition in Abu Dhabi comprised of NGOs, global and private companies including Nestlé that is committed to tackling packaging waste pollution – had identified low awareness and poor recycling habits as hindrances to creating a full local circular economy.
Nestlé is aiming for a possible roll out of similar initiatives across the Middle East and North Africa, as it continues to play an active role in developing plastics collection, sorting, and recycling schemes across the world.
For more information, please contact:
Layal Dalal, Nestlé Media Relations Manager, Middle East and North Africa
Email: [email protected]
About Nestlé Middle East and North Africa (MENA)
Nestlé’s heritage in the Middle East and North Africa goes back over 100 years with the sale of the first Infant Cereals in Egypt. Today, Nestlé operates 25 Food & Beverage factories across the 19 countries of the MENA region, and provides direct employment to more than 15,000 people who are all committed to Nestlé’s purpose of unlocking the power of food to enhance the quality of life for everyone, today and for generations to come. Nestlé MENA also provides indirect employment across the region to several thousand more.
The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: Dairy, Infant Nutrition, Coffee and Creamers, Confectionery, Bottled Water, Breakfast Cereals, Culinary products, Health Science, and Pet Care, among others. Nestlé NIDO, Nestlé CERELAC, Nestlé NAN, S-26, PROGRESS, NESCAFÉ, NESPRESSO, Bonjorno Café, Coffee-mate, KitKat, MAGGI, Nestlé FITNESS, Nestlé Grain d’Or, Nestlé Pure Life, OPTIFAST, and PURINA Friskies are just some of the brands available in the Middle East and North Africa.
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