Ne’ma’s ‘Count Your Ne’ma’ Campaign Tackles Food Waste In UAE During Ramadan

In a significant move to combat food waste in the UAE, ne’ma, the National Food Loss and Waste Initiative, has unveiled its "Count Your ne’ma" campaign. This initiative, launched in collaboration with the Emirates Foundation and the Ministry of Climate Change and Environment, is set to coincide with the holy month of Ramadan. It aims to foster awareness and encourage actionable steps towards reducing food loss and waste.

A recent National Household Survey by ne’ma revealed that 85 percent of participants acknowledge food waste as a critical issue facing the nation. The "Count Your ne’ma" campaign seeks to instil mindfulness and consideration in food consumption. It promotes sustainable practices such as meal planning, serving smaller portions, proper food storage, and sharing surplus food with those in need.

The campaign is a holistic effort involving behavioural change initiatives, collaboration with the hospitality industry, regulatory bodies, and food banks. The goal is to distribute surplus fresh produce to support communities, prevent food waste, and contribute to food security. This initiative not only aims to rescue surplus produce but also promotes a circular economy by minimizing food waste.

ne’ma has garnered support from over 270 partners within the hospitality sector, including prestigious hotel chains like Hilton, Accor, Rotana, Marriott, and Jumeirah. Since 2022, the application of behavioural nudges has led to up to 62 percent reduction in food waste. In collaboration with the Abu Dhabi Agriculture and Safety Authority (ADAFSA), ne’ma is conducting the "Together Blessings Last" Ramadan trial. This trial focuses on measuring actual food waste levels during Ramadan and identifying specific behaviours to mitigate waste.

Khuloud Hasan Al Nuwais, Chief Sustainability Officer of Emirates Foundation and ne’ma Committee Secretary-General, emphasized the campaign's role in uniting individuals, businesses, government entities, and communities against food waste. Al Nuwais highlighted that simple changes in behaviour and mindful consumption can significantly impact reducing food waste.

The initiative reflects the UAE leadership’s vision for social responsibility and sustainable practices. It underscores the importance of moderation, consideration, and mindfulness in line with Emirati values. The campaign encourages everyone to join the movement towards making the UAE a country where no food is wasted.

Food loss and waste not only have economic and social ramifications but also pose a considerable environmental challenge. Globally, about eight percent of all human-caused greenhouse gas emissions are attributed to food waste. In 2023 alone, ne’ma successfully diverted over 1 million kg of food from landfills, resulting in a saving of 2.4 million kg of CO2 emissions. Hundreds of organisations have pledged their commitment to reducing food waste through ne’ma’s initiative.

The "Count Your ne’ma" campaign represents a critical step towards addressing the issue of food waste during Ramadan. By promoting sustainable practices and encouraging community involvement, ne’ma aims to make a lasting impact on both society and the environment.

With inputs from WAM