Safi, the UAE’s first water company that recycles water for industrial and commercial use, recently marked the completion of a full rebrand and upgrade of its existing facility in Ajman, UAE.

The facility was inaugurated by HH Sheikh Humaid bin Rashid Al Nuaimi, Supreme Council Member and Ruler of Ajman.

For more than six years, Safi has produced high-quality water sourced from tertiary treated wastewater at the Ajman Sewage Treatment Plant, and provided it to various district cooling plants, ready mix and cement factories, as well as hydrotesting companies, that require a reliable source of water with stringent quality parameters, and at a competitive rate, said a statement from the company.

As part of the company’s strategy to expand and promote its unique business model, Safi recently launched a fully-revamped and branded facility that boasts a shaded re-filling area with an organised queuing system and branded illuminated signboards similarly to petrol stations, in order to promote the renewed trademark, it said.

Safi also provides innovative tools such as prepaid cards, and a customer app which allows users to monitor live delivery time and water quality, as well as a public-address system delivering automatic safety messages, it added.

Gurvan Dersel, general manager of Safi, said: “Among the numerous improvements and additional features, we are focusing specifically on improving customer service by adding 10 extra filling points to serve more customers and faster, thereby decreasing trucks filling time to allow for more rotations.”

“The transformation objective is to change our customers’ perception of Safi from a process plant, to a water company with customer-oriented service,” he said.

“This transformation will also position Safi as a unique-branded company operating a water station, thereby increasing visibility and awareness of Ajman as a leader in environmental initiatives,” he added.

Safi is a public-private partnership between the Municipality of Ajman, Besix and Veolia. Established in 2011 in the Emirate of Ajman (UAE), Safi is the first company in the region that brings the concept of commercialised ‘recycled water’ fully into practice.

Safi reuses tertiary treated water from Ajman Sewerage’s treatment plant and polishes it through ultra-filtration and reverse osmosis processes, with a daily supply of up to 10,000 cu m, it stated. – TradeArabia News Service