Bee’ah, a leading integrated environment and waste management company has partnered with Expo Centre Sharjah to host the second "Green Middle East" exhibition and conference next month.

A leading exhibition for the environmental management and technology industry in the Middle East region, 'Green Middle East' will run from October 15 to 17.

The event aims to introduce effective environmental solutions and bring about positive changes in both the industry as well as the society, said the event organisers.

Consumer demand for green products is driving companies to become more environmentally-focused and invest heavily in new technology, underscoring the importance of a trade platform like Green Middle East that brings together technological advancements from all over the world under a single roof, they added.

As per a recent survey by global consultancy Accenture, many establishments selling eco-friendly products and services are struggling to keep up with consumer demand.

Globally, the green transition market is being valued at a staggering $45 trillion as governments, businesses and the civil society earnestly attempt to control the depletion of natural resources, improve fuel efficiency, and reuse & recycle to create a society that would in turn give rise to a knowledge-based economy.

"Businesses’ growing concerns over their public profile and the need to meet corporate social and environment responsibility obligations mean they are under constant pressure to be eco-friendly to stay competitive," said Saif Mohammed Al Midfa, the director-general of Expo Centre Sharjah.

"For businesses, investing in green technologies not only save money, but demonstrate a commitment to customers and shareholders. For consumers, they offer safer, healthier and economical products in the long run,” stated Midfa.

According to the World Economic Forum (WEF), investment in clean technology and renewable energy hit $243 billion in 2010, up 30 per cent over $186 billion spent a year earlier.

The WEF found that the increase in spending was almost even across the various regions it tracks. Investment across Europe, the Middle East and Africa rose to $94.4 billion, while the Americas saw an increase of $17 billion.

“Demand for automation technologies that increase the efficiency of energy management, alternative energy systems and water technologies for drinking water and industrial use are on the rise,” said Midfa.

Until a few years ago, governments were supposed to carry the burden of waste management, but not any more, said the Sharjah expo centre chief.

“These days, waste management is not just a government responsibility, with waste and sewage management going to private operators," explained Midfa.

"Real estate developers, free zones, universities, hotels, and other such large establishments are increasingly required to get involved in the waste management of their own properties with collection, segregation and compacting being done at the source," he noted.

"Green Middle East will be a boon for them to find the right equipment they need to do such work," Midfa added.-TradeArabia News Service