Masafi, one of the region’s leading FMCG brands, has won the Dubai Quality Group’s 'Idea of the Year' award for its environmental initiative at the 4th Ideas.Arabia International Conference held in Dubai on Tuesday.

Sheikh Ahmed Bin Saeed Al Maktoum, president of Dubai Civil Aviation Authority and CEO and chairman of Emirates Group, handed over the award to Nikhil Desai, Trade Marketing manager at Masafi, for the company’s leadership and innovation in the recycling initiative.

The award, chosen from the Idea of the Year competition, recognizes the most significant ideas implemented by companies in 2008. As per the award criteria, the selected idea should have provided significant benefits to the organization and its stakeholders.

Awards were also handed over in other categories, such as technology, productivity, customer service, health and safety and finance. A panel of experts from various industries adjudicated the categories.

Organised by Ideas Arabia - a sub-group of Dubai Quality Group, the two-day Ideas.Arabia International Conference was aimed at helping organizations to redesign, innovate and suggestions schemes within the constraints of the new economy.

Commenting on the recognition, Natascha Edelmann, head of Marketing at Masafi, said: "Masafi is honoured to receive the Idea of the Year award, which reflects the success and impact of our recycling idea."

"We thank every one at Masafi, our partners in the initiative and our consumers who contributed to the efforts of furthering the cause of environment. The award further reiterates Masafi’s commitment to continue promoting and partnering such community efforts."

Masafi has always cared for the environment and is ready to go the extra mile towards a better tomorrow for the people and society.

As part of furthering its environment campaign, Masafi launched its corporate recycling service – a unique initiative aimed at reducing the environmental impact of plastic bottles.

The company collects plastic bottles from UAE-based companies employing 200-plus people for recycling purposes. The bottles are sent to Fujairah for recycling into non-food plastic applications.

Masafi also adopted the Carbon Action Plan last year to measure and reduce the carbon emissions and move towards a carbon negative environment.-TradeArabia News Service