ABU DHABI (ALETIHAD)

The National Food Loss and Waste Initiative "ne’ma" has launched a nationwide awareness campaign to help the public understand the importance of reducing food loss and waste, as the UAE commits to transforming its approach to food sustainability.

The campaign theme “Valuing Our Roots” celebrates rich traditions while promoting behaviors that lead to resource conservation. It aligns with long-held Emirati values of environmental stewardship and a deep commitment to preserving resources for future generations. It is launched in partnership with ADQ and Tadweer Group.

The campaign launch event saw participation from key stakeholders across the food value chain in the UAE, such as the Ministry of Climate Change and Environment, Abu Dhabi Agriculture and Food Safety Authority, Aldar, Environment Agency - Abu Dhabi, Emirates Food Bank and Dubai Municipality. The event featured engaging discussions and an exhibition that highlighted innovative solutions that are focused on food sustainability.

Mariam Almheiri, Head of the Office of International Affairs, the Presidential Court, and Chairwoman of the ne'ma Steering Committee said, “Today marks the launch of more than just a campaign—it signals the start of a national movement to address food loss and waste across all communities in the UAE,”

“This campaign represents a strategic step towards a comprehensive transformation in societal behaviors, as ne’ma leads the charge in reawakening a sense of responsibility toward food preservation, grounded in the wisdom of our traditions,"she added.

"The “Valuing Our Roots” campaign supports the objectives of the UAE Food Security Strategy 2051, that aims at bolstering national food security through minimizing food waste. Through this campaign, we aspire to establish a sustainable food system that supports the country's long-term objectives while reinforcing our commitment to balancing present needs with the preservation of future resources.” Almheiri concluded.

Khuloud Hasan Al Nuwais, Chief Sustainability Officer of Emirates Foundation and ne’ma Steering Committee Secretary-General said, “This campaign is a vibrant dialogue that spans generations, where young and old come together to share their insights on the significance of food within our community, by drawing on the wisdom of our forefathers and the innovative spirit of the youth. We recognise the vital role that both the wisdom of the past and the creativity of the present play in cultivating a culture where food is valued, preserved and shared with care and mindfulness.”

Engineer Ali Al Dhaheri, Managing Director and CEO, Tadweer Group, commented, “Tadweer has been ne’ma’s partner since its establishment in 2022, playing a pivotal role in supporting the UAE’s efforts to reduce food loss and waste. As a long-standing collaborator, Tadweer has offered its expertise in waste management, sustainability, and circular economy practices, contributing to ne’ma’s projects and initiatives. By joining hands to launch this nationwide awareness campaign, Tadweer strengthens its commitment to drive meaningful change and accelerate food waste reduction across the UAE.”

The ne’ma nationwide awareness campaign is a cornerstone of its strategy to engage diverse communities across the UAE, as part of its wider mandate to reduce food loss and waste in the UAE by 50 percent by 2030. ne’ma aims to introduce initiatives that promote a circular economy, while reflecting on the values instilled by the UAE’s forefathers that stress the importance of practicing sensible stewardship of resources. 

An exhibition was organised as part of the campaign launch to spotlight pioneering solutions that significantly impact the food ecosystems, covering crucial topics such as reducing food waste, promoting sustainable consumption and enhancing food preservation practices.