Multiply Marketing Consultancy’s #FoodNotTrash initiative is aimed at heightening awareness of food waste in the UAE and beyond.
The campaign empowers people with the knowledge to plan and purchase responsibly, store food and use leftovers efficiently, all in an effort to decrease food waste.
“We have optimized our reach to spread awareness by sharing useful tips and recipes. As a creative and marketing agency, it is in our DNA to communicate messages about the causes that we believe in, and we are thrilled by the response we have received. We hope that the good habits of reducing food waste will continue in 2018 and become a lifestyle to all those who pledged. We would like to thank everyone who contributed to this initiative,” said Multiply Marketing Consultancy managing director Samia Bouazza.
The initiative, launched in May 2017, was inspired by ‘The Year of Giving’ which was declared by His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE. The main objectives of the #FoodNotTrash are to bring the issue of food waste to the front of people's consciousness, educate them about its implications and encourage them to act.
According to estimates, the UAE currently wastes Dh15 billion, or US $4 billion, worth of food every year.
The initiative has received overwhelming support from many communities, organisations, radio shows, influencers and humanitarian organisations. Major backers include Red Crescent, Abu Dhabi Terminals, Aldar Properties, Tamouh Investments, Cine Royal Cinemas, Sorbonne University, Hydra Properties, Al Barakah Holding and Paragon Mall.
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