The community-focused campaign spotlights food waste during the holy month
ne’ma, the UAE National Food Loss and Waste Initiative announced the launch of its nationwide Ramadan campaign, ‘Count Your ne’ ma’, which aims to raise awareness and encourage actionable steps to reduce food loss and waste during the holy month.
According to ne’ma’s recent National Household Survey, 85% of participants recognise food waste as a crucial national issue.
ne’ma, in a partnership between Emirates Foundation and the Ministry of Climate Change and Environment, aims to inspire individuals to be more considerate and mindful when it comes to food consumption, emphasising the importance of reducing waste and stockpiling, and embracing sustainability.
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The month-long campaign aligns with the values of Ramadan, encourages reflection and the cultivation of good habits, including meal planning, serving smaller food portions, storing food properly and sharing untouched food with those in need.
Key elements of the ‘Count Your ne’ma’ campaign include behaviour change initiatives to drive new social norms and sustainable practices on the individual level, supported by the collaboration with the hospitality industry partners.
This mission aims to rescue surplus produce that would otherwise go to waste, redirecting it to benefit communities while simultaneously promoting a circular economy by reducing food waste.
ne’ma invites everyone to support this vital aspect of the campaign to make a meaningful impact on both society and the environment.
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