Masafi is only mineral water brand featured in the first UAE Green Brand commemorative book
Dubai, October 8, 2012: In a step that further builds its market leadership across the Gulf and Middle East and reinforces its commitment to sustainability, Masafi - one of the leading FMCG brands in the region - has been honoured the first UAE Green Brand award.
The UAE Green Brand recognizes companies for their strategic thinking and planning in reference to environmental awareness, ecological footprint, energy conservation and environmentally-sustainable practices. Masafi was among top companies which was conferred the Green Brand Award at a gala ceremony held at Fairmont Dubai. Nikhil Desai, Category Marketing Manager at Masafi, received the award.
Masafi has also been featured in the first UAE Green Brand 2013 book, published by en•book - an international publishing house which mainly focus on studies and reports on branding and marketing. The book showcases case history of companies who have carved a niche with their sustainable practices and how they have implemented eco-friendly policies in production processes.
Masafi is the only mineral water company featured in the commemorative book.
In his comments, Nikhil Desai said: "Since its inception 36 years ago, Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society. We are committed to sustainability and it is embedded in our company's culture. In fact, we have invested significant resources to further build on our environmental initiatives such as new technology; augmented our recycling collection team and fleet to further build on our commitment to the environment.
"Hence, we are extremely honoured to receive the prestigious UAE Green Brand award here. The honour reinforces our resolve to continue promoting and partnering sustainable practices to safeguard the environment," added Mr Desai.
The first UAE Green Brand Book, brought out in cooperation with Dubai Healthcare City and Enpark, not only communicates the best practices of companies but also spreads a message of education to the environment through informed choices, aimed at creating a new generation. The UAE Green Brand Book is the regional edition of the 'Green Brand' book, which has already published its fifth edition in Europe.
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 over 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 state-of-the-art 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 Pure, Natural Mineral Water, Tissues, Juices, Flavored Water, Basmati Rice and Gourmet (Chips). 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. All Masafi product bottles are 100 per cent recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in four scents, floral tissues in purple, pink and green colors, and car tissue boxes. Masafi leads the UAE market in the Brand Equity Index in the water and tissue categories. The hugely popular Masafi Juices come in an array of original flavors and rich fruit blends available in 2 litre, 1 litre and 200ml bottles and a 100% juice blend tetra pack product line. The flavored water is available in four flavors -- strawberry, lemon, peach and mint & lemon in 500ml sizes. The Gourmet potato chips come in five flavours - sea salt, sweet chilly, 'four cheese', salt & vinegar and Labneh & Zaatar. The 100% natural Masafi Premium Basmati Rice is the finest quality basmati offering an unique aroma, authentic taste and pure goodness.
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.
© Press Release 2012
