•Environment campaign focuses on Masafi village in Ras Al Khaimah
•200 Masafi employees take part in campaign, to be held every year
Dubai, As part of its commitment to safeguard the environment, Masafi - one of the region's leading FMCG brands - today organised a clean-up campaign at Masafi village in Ras Al Khaimah. Nearly 200 Masafi employees took part in the campaign.
The 'Clean-up Masafi Campaign', which will be an annual event, is aimed at strengthening environmental awareness among the residents of Masafi and encouraging them to recycle, reuse and reduce waste.
Participants, divided into teams of 3x each, cleaned the entire stretch of road from Masafi factory to the village. The collected waste was later handed over to RAK Municipality. The team collecting the maximum waste won commemorative Masafi gold coins.
Ashraf Abushady, Chief Executive Officer of Masafi, said: "The need for environmental awareness is now more important than ever before. The main objective of 'Clean-up Masafi Campaign' is to innovatively change attitudes and behaviour with regard to environmentally unsound activities. As a company, Masafi has always cared for the environment in which we operate. Our employees are offering their free time on Friday to actively participate in the initiative, which makes us all particularly proud."
He added: "The Clean-up Masafi initiative, intended to be an annual event, is also an event that helps Masafi give back to the community in which it operates in directly, by immediately having a aesthetically pleasing effecting on the Masafi Village. We hope that we can inspire all to keep it that way - so that the residents and tourists driving through can enjoy the natural, un-spoilt magnificent beauty of the Hajar mountains."
Masafi also plans to expand the scope of the campaign next year by partnering other entities and organisations.
Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. The company adopted the Carbon Action Plan in July 2008 to reduce the carbon emissions and move towards a carbon negative environment. The company also unveiled its unique corporate recycling service - an initiative aimed at reducing the environmental impact of plastic bottles - in October 2008.
Masafi was the first mineral water company in the UAE and among the first in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.
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About Masafi
Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for the past three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its first-class equipment to keep pace with technological advances around the globe.
Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, Masafi Juices and the newly-launched Masafi Flavored Water. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports) 4 gallon bottles, 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The 4-gallon bottles are 100 per cent recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, car tissue boxes and recently launched its new boutique tissues -- Sense of Spring. Masafi leads the UAE market in Brand Equity Index in the tissue line and enjoys the number one share of heart across the UAE. The hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200ml bottles. The flavored water is available in five flavors -- strawberry, lemon, peach, jasmine and mint & lemon in 500ml sizes.
The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.
For further information, please contact:
Ghada Kammoun
BPG Public Relations
Dubai Tel: +9714-295 3456
Fax: +9714-295 1027
E-mail: gkammoun@batespangulf.com
Naeem Badiuzzaman
BPG Public Relations
Dubai Tel: +9714-295 3456
Fax: +9714-295 1027
E-mail: naeem@batespangulf.com
© Press Release 2009
