Abu Dhabi ADAFZA | 2030 Food Waste Initiative

Integrated Awareness Campaign

As part of Abu Dhabi's ambition to reduce food waste by 2030, we developed a phased awareness campaign encouraging more responsible food consumption and everyday behaviour change.

The campaign launched with a striking statistic from Ramadan 2023: 60% of meals prepared during the holy month went to waste. Using bold, visually engaging communications, we turned this insight into a compelling message about the scale of the problem and the importance of reducing waste.

Beyond awareness, the initiative included a dedicated campaign website offering practical resources, meal-planning guidance and a food waste pledge, encouraging individuals to take action.

The result was an integrated campaign that connected a pressing sustainability challenge with practical ways for the community to participate.

Subsequent UAE food-waste initiatives have demonstrated measurable progress, with hospitality trials reporting reductions of up to 62% and Ramadan food rescue programmes successfully redistributing surplus food to communities. While these results cannot be attributed directly to this campaign, they demonstrate the wider progress being made towards the UAE's 2030 food-waste reduction ambitions.