SARA ALZAABI (ABU DHABI)

EMSTEEL Group, one of the region’s largest publicly traded steel and building materials manufacturers, on Thursday announced the launch of TrueGreen™️, a strategic sustainability identity that unifies its decades of decarbonisation initiatives.

This new identity establishes industry standards for transparency and accountability in sustainable steel production.

The launch follows a series of recent milestones, including becoming the first company in MENA to earn the ResponsibleSteel™️ certification and piloting the world’s first electric process gas heaters in the steelmaking industry.

These achievements build upon a long-standing history at the forefront of industrial decarbonisation, from its pioneering CCUS Project with ADNOC’s Al Reyadah, sourcing clean energy, and launching the region’s first hydrogen-based steelmaking pilot with Masdar.

These collective efforts have already delivered tangible outcomes, enabling Aldar to use EMSTEEL’s low-carbon rebar in the construction of Abu Dhabi’s first net-zero carbon mosque on Yas Island, a regional milestone that reaffirms the UAE’s leadership in innovation and sustainability.

Through TrueGreen™️, EMSTEEL equips developers, contractors and financiers with internationally recognised sustainability credentials to meet emissions targets, strengthen bids in sustainability-driven tenders and comply with international regulations, such as the European Union Carbon Border Adjustment Mechanism (CBAM).

"TrueGreen™️ is a declaration of our unwavering commitment to sustainable steel, built on decades of innovation and delivered as a transparent, verifiable advantage for our customers," said Eng. Saeed Ghumran Al Remeithi, Group CEO of EMSTEEL.

"This is a pivotal moment for EMSTEEL, as we empower our partners with the data they need to strengthen their competitiveness and accelerate the transition to a low-carbon economy."

Speaking to Aletihad, Michael Rion, Chief Commercial Officer at Emirates Steel, said producing steel in a more sustainable manner has always been part of the company’s DNA.

“Since 2016, we have advanced carbon capture, improved energy efficiency, and today, 86% of our electricity comes from clean nuclear and solar power,” Rion said. “Recently, with Masdar, we produced hydrogen on-site and supplied the first 200 tonnes of reinforcing bars for Abu Dhabi’s first net-zero mosque.”

While steel has long been integral to industrial growth, Rion underscored steel alone accounts for 8–10% of global emissions. 
With TrueGreen™️, the company is taking decisive steps to reduce this environmental impact and lead the shift toward a greener industry.
“We want to shape a much more sustainable future and bring together developers, consultants, designers, architects, and contractors to decarbonise construction and build smarter, more sustainable projects,” Rion said.

Aligned with the UAE’s vision, EMSTEEL is committed to achieving net zero by 2050, helping it stay ahead in an increasingly sustainability-driven market.

“Europe’s carbon border adjustment will set strict benchmarks, and because our products are cleaner, they will avoid extra taxes — giving us a real competitive advantage,” Rion said.

EMSTEEL’s ResponsibleSteel™️ certification, which it earned in August, also reinforces the company’s commitment to responsible sourcing and sustainable production.

ResponsibleSteel™️ is an international standards and certification organisation, its CEO Annie Heaton explained. “The reason we exist is to maximise the contribution that steel can make to a sustainable future. We do that by convening a multi-stakeholder community.”
The organisation has set rigorous standards for carbon measurement, building on ISO frameworks. “Companies must show progress in environmental and social management, engaging suppliers, customers, workforce, and local stakeholders,” Heaton said.

This certification will also support UAE steel exports, Heaton said. “As companies grow their export business, having credible ESG certification will be really important to help them win that business.”

The ultimate goal, she stressed, is to get “an entire supply chain certified as environmentally and socially responsible.”