Ehfaaz, a circular economy solution provider with a recycling centre focused on transforming organic waste into compost and animal feed, launched its “Food is NOT Waste” campaign in the presence of representatives from Dubai Municipality last week. 

With food blogger Alex Augusto as its ambassador, the campaign aims to raise awareness about the scale and impact of food waste, shift public perception, and promote behaviour change. Collaborating with government agencies, private sectors, and NGOs, it aspires to create a ripple effect of awareness and sustainable food management practices, said Aliyu Mohammed Ali, Co-Founder & CEO of Ehfaaz in his opening address. 

Ali highlighted that every year 931 million tonnes of food are wasted globally, equating to 17% of all food produced. Food waste accounts for over 30% of the food supply chain, costing billions annually and contributing significantly to environmental degradation. He cited a recent study by the UAE Ministry of Climate Change and Environment, noting that food waste and loss cost the UAE Dh6 billion per year. “Food waste impacts not just financial aspects but also contributes to environmental and social issues, such as greenhouse gas emissions and missed opportunities to feed the hungry. It occurs at every stage of the supply chain, from farms to our tables because of poor planning, overproduction, inadequate storage, consumer habits and others. We typically overbuy, overcook and overlook the value of food. The consequences of our actions are invisible to us," he noted. 

Muhammad Danbappa, Co-Founder & CCO, Ehfaaz, stated, "The campaign is a call to action for businesses and individuals to rethink how we handle food waste. We can all work together to turn waste into new resources and contribute to the UAE’s targets of diverting waste from landfills," adding, "At Ehfaaz, we believe in circularity. Circular economy models are the present and future, a model where food is seen as a resource, not waste. This campaign is just the beginning, and we’re excited to see how the collective action taken today will shape the future."

The campaign was kick-started with a roundtable discussion -- participants of which included spokespersons from Dubai Municipality, Dubai Chambers, American University in Dubai, SustainGlobal UAE, Grandiose Supermarkets, Alshaya Group (Starbucks), Americana Foods, Hilton Group,  ENY Consulting FZCO, and Waste & Recycling magazine. It made for a thought-provoking discussion on the challenges faced by the industry in tackling food waste, potential solutions, lessons from successful food waste mitigation measures and on the future of food waste prevention. 

The speakers highlighted key challenges across different sectors, from supermarkets and food production to hospitality and sustainability advocacy. They acknowledged that while progress has been made, much more work is needed to tackle food waste effectively. The roundtable concluded with a shared commitment to explore innovative solutions, foster collaboration, and continue raising awareness about the importance of reducing food waste at every level of the supply chain. The consensus was clear: addressing food waste is not only a matter of business efficiency but a critical issue with far-reaching environmental, social, and economic implications.