Masafi wins double bonanza at Gulfood 2011 Awards

Company awarded for Best Stand, Environmental Sustainability initiatives

Dubai, February 28, 2011: Masafi, one of the region’s leading FMCG brands, took the limelight at the Gulfood 2011 Awards ceremony, winning the accolades for the Best Trade Stand [Upto 100 square metre category] and the Best Environmental Sustainability.

The awards were given away last night at a glittering ceremony held on the sidelines of Gulfood 2011 – the region’s leading annual food, drink and hospitality exhibition – currently being organized in Dubai. The exhibition, which started on February 27, continues till March 2 at the Dubai International Convention and Exhibition Centre.

Awards in 19 different categories were given away during the ceremony. The jury judged initiatives launched by companies after March 2010 and Masafi’s landmark environmental initiatives and attractive stand design took the honours.

In her comments on the awards, Natascha Edelmann, Head of Marketing at Masafi, said: “Masafi is honoured to receive the prestigious Gulfood 2011 Awards and we would like to thank the jury, every one at Masafi and most importantly our partners in our environmental initiatives, who have actively contributed to our efforts of furthering the cause of environment. These awards further reinforces our resolve to continue promoting and partnering such community efforts to safeguard the environment. The Best Stand award is a recognition of our commitment to innovation and we are thrilled with this honour.”

The Masafi Stand at Gulfood 2011 showcased the natural environment in which its products are sourced and packaged. The stand offered an easy-to-navigate design, with an effective use of space in a very relaxed, natural ambience. Designed in a very unique way, the stand offered a mix of areas for demonstrating products and meeting space in a very traditional Arabian setting close to the environment and acknowledging the rich heritage.

The stand had its touch of green, to reflect the company’s commitment to environment with the Hajar Mountains - the source of Masafi water - towering in the background. The open design reflected modernity and that look transfered to the image Masafi believes in - forward thinking and progressive, yet honouring the original home and source of Masafi Natural Mineral Water.

The Environmental Sustainability award was in recognition of Masafi’s landmark eco-friendly initiatives in the last year, which include:

• Launch of the Oxo Biodegradable films in its shrink-wrap packaging for water bottles in GCC. Masafi is the first company in the food and beverage sector in Middle East to launch the packaging. The launch follows the success of the shrink-wraps in the UAE.

·         Support to the 2010 Can Collection Campaign, organized on May 8, 2010, by the Emirates Environment Group [EEG]. Masafi distributed over 185 cases of water free of cost for the campaign. Over 22,000 kilograms of aluminum cans were collected.

• Strengthening its institutionalized approach to CSR by rolling out an awareness campaign on environment with University of Jazeera in Dubai. Masafi also participated in an exhibition at the University and distributed leaflets, flyers and educational brochures on its environment programmes.

• Reinforcing its Corporate Recycling initiative by distributing CSR leaflets in 7Days, issuing over 72,000 copies across the UAE. With the initiative, Masafi has re-emphasized its commitment to further the cause of recycling plastic.

• Organizing the Clean-Up campaign at Masafi Village in Ras Al Khaimah on January 7th, 2011. Over 240 Masafi employees took part in the Clean-Up Campaign and collected over 9.14 metric tonnes of waste within three hours.

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