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UAE residents participate in two million tins-collection drive on World Recycling Day

29.03.2023 3 min read

FrieslandCampina, dairy cooperative and the custodian of brands such as Rainbow milk, launches new ‘Green Champions’ sustainability program 
Program in cooperation with Emirates Environment Group to educate students on the need to recycle 


Dubai, United Arab Emirates: 29 March, 2023 – According to research by Emirates Environment Group, every year, over 500 million aluminium beverage cans are sold in the UAE but 93% of these cans end up in landfills. Landfills in the UAE, particularly in Dubai, are overwhelmed by massive amounts of waste from materials including alumnium, plastic, and metal, among others. Outside of the many initiatives and strategies the emirate is undertaking, including increasing the cost of disposing of waste in landfills, there is a concerted effort being taken to ensure zero waste by 2030.

Leading these efforts, FrieslandCampina, one of the largest dairy cooperatives in the world and the owner of Rainbow Brand in the Middle East has committed to collecting two million Rainbow tins (weighed at 100 tons) in 2023 amid a massive sustainability nationwide drive in the UAE in collaboration with Recapp.


The initiative is in line with the UAE’s vision for waste management, marked by Dubai’s goal to achieve zero waste by 2030. The program is an extension of a pilot program undertaken in partnership with utilities giant Veolia in May 2022 to help collect and recycle Rainbow cans from UAE’s tea shops.

FrieslandCampina, one of the largest dairy cooperatives in the world, has committed to collecting 2 million Rainbow tins (weighed at 100 tons) in 2023 amid a massive sustainability nationwide drive in the UAE.


With a strong core in dairy and nutrition and with brands such as Rainbow, Frico, and Coast, FrieslandCampina has taken concerted efforts to strengthen its corporate social responsibility toward creating a greener future.


The drive engaged UAE’s teashops through a pilot project led by Recapp, which saw the dairy cooperative collect six tons of Rainbow milk tins with a view to scaling up these numbers in the following year.


In 2022, FrieslandCampina collected six tons of tins and a total of 110,000 tins. For 2023, the dairy cooperative has plans to collect 100 tons of tins and a total of 2,000,000 tins.


The initiative showcases FrieslandCampina’s efforts to sustain business growth while decoupling its environmental footprint from its growth and increasing positive social impact. To accelerate this vision and achieve such an impact, FrieslandCampina has rolled out a ‘Green Champions’ sustainability schools’ program in collaboration with Emirates Environmental Group, which encourages UAE residents and members of society to understand the benefits of recycling.


Commenting on Ali Ahmed Khan, Vice President, Middle East, North Africa, and Pakistan, FrieslandCampina said: “Majority of packaging materials are recyclable, however, only a small portion of that is being recycled. For us at FrieslandCampina, sustainability is beyond a business imperative or a tick-box exercise. The time is always ripe for sustainability and UAE is the perfect place to harbour our ambition and drive for sustainability. Our sustainability goals are supported by the UAE’s leadership from reducing carbon emissions to using sustainable ingredients, and ensuring our packaging is 100% reusable or recyclable by 2025. We're committed to minimizing our environmental impact. Locally, we are taking efforts to inform consumers about the need to recycle. Recycling is the need of the hour and is crucial to benefit the environment, economy, and societies we live and operate in.


Our eventual goal is to educate 100,000 children on how these materials impact the environment through landfills, their collection method, and the benefits of recycling.”



About FrieslandCampina 

FrieslandCampina is one of the world’s largest dairy companies and has a cooperative tradition stretching back more than 140 years. FrieslandCampina commands and controls the entire milk production chain from milk to end product – from grass to glass. This guarantees the quality, safety and sustainability of the company’s products. FrieslandCampina Middle East operates across the Arabian Peninsula in the kingdom of Saudi Arabia, United Arab Emirates, Bahrain, Oman, Yemen and Kuwait. Our geographical scope also includes the Levant countries. We are among the first multinational dairy companies that entered the Middle East market. Our popular brand, Rainbow Milk, was launched in the region in an evaporated milk format. Since then, the rich and creamy taste of Rainbow Milk has been loved by the region’s consumers for generations. 


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