Averda, the largest environmental solutions provider in the Mena region, will launch a recycling initiative at the Future Green 2011 exhibition, taking place on November 1 in the Dubai Marina Mall.

The environmental solutions pioneer is supporting Future Green 2011as a strategic recycling partner, demonstrating its position as an environmental thought leader in the region.

The initiative invites people to bring and deposit their plastic bottles and aluminum cans in the Reverse Vending Machine (RVM) showcased at the exhibition, to be rewarded with a coupon. For every coupon issued, Averda will donate one Ghaf tree to the ‘Give a Ghaf’ tree planting program in the UAE.

The RVM is the latest recycling technology recently introduced by Averda in the Middle East, a statement from the company said.

The machine aims to deliver a simple message of ‘Recycle, Redeem, Reward’ and is a means to motivate the community to recycle. RVMs are user-friendly, enabling consumers to drop their recyclable plastic bottles and aluminum cans into the machine, to be rewarded in return for an output of points that can be redeemed in various rewards, which may include discounts from participating retailers, donations to charities or environmental causes.

“This initiative is part of Averda’s ongoing efforts to change public behavior and attitude toward waste reduction and recycling in the region. Visitors will be rewarded with a coupon for every deposit in the RVM during Future Green, and we will donate one Ghaf tree to the ‘Give a Ghaf’ tree planting program for every coupon redeemed,” said Georges Barakat, director of marketing and communications, Averda.

“Visitors will also be invited to sign our pledge wall, affirming their commitment to continue recycling bottles and cans, and therefore create a significant positive impact on their communities,” he said.

“Exhibitions such as this offer an exciting chance for us to reach out to the community, to encourage them to play an active participating role in making the UAE a greener place. We have made it our goal to change public behavior to reduce the waste footprint, and by sponsoring Future Green we are reaffirming our commitment to establishing environmentally-friendly processes throughout the region,” he added.

Tatiana Antonelli Abella, co-founder of Goumbook, said: “In an environmentally conscious world, reducing our waste, reusing our materials and recycling can make a big difference. Initiatives such as the RVM actively engage the community in ‘hands-on’ recycling and help sustainable practices become the norm. We must act fast as the amount of waste we create is increasing all the time, and recycling is one of the best ways to have a positive impact on the world in which we live.”

Future Green 2011, the UAE’s first exhibition designed to promote environmental awareness and eco-friendly products and services, is organised by Goumbook in partnership with Emaar Dubai Marina Mall. It aims to support eco-wise consumer behavior and sustainable living in the UAE. The event enjoys the support of leading organisations such as Dewa, the Environment Agency Abu Dhabi and the EWS-WWF. – TradeArabia News Service