Emirates Global Aluminium PJSC (EGA) last week announced a new partnership with digital recycling company RECAPP by Viola aimed at increasing aluminium recycling rates at schools and universities in the United Arab Emirates.
EGA said the initiative will begin in a dozen schools in Abu Dhabi and Dubai nearby to EGA’s facilities. The project will consist of placing easily-accessible recycling drop-off locations, which is hoped to boost awareness and interest regarding aluminium recycling among the country’s youth.
RECAPP currently has 52 thousand users of its app that coordinates recycling collection. Users of the app are rewarded with discounts at the app’s dedicated marketplace. Last November saw the introduction of GoRECAPP.com, which is a business-to-business digital recycling platform.
Abdulnasser Bin Kalban, Chief Executive Officer of EGA, said in a press release that the initiative is important in developing the habit of aluminium recycling in the coming generation.
“Aluminium is an infinitely-recyclable material, vital for creating a sustainable society. Despite its potential, too much aluminium is discarded in the UAE, impacting our economy and environment. Our partnership with RECAPP by Veolia aims to transform this behaviour by engaging young people, who are most receptive to change and have the greatest stake in our collective future. By fostering a culture of sustainability and environmental stewardship, we empower the next generation to become leaders in environmental responsibility, paving the way for a more sustainable and circular economy.”
Jérôme Viricel, General Manager of RECAPP at Veolia Near & Middle East, said his company is eager to work with EGA on this important task.
“We are pleased to partner with EGA to promote aluminium recycling within local educational institutes, building on our strategic collaboration on the responsible management of waste which spans several years. Closing the aluminium recycling loop in the UAE requires multiple solutions that both encourage consumers to the right behaviour, and make it simple and rewarding. By working hand-in-hand, we will be supporting national efforts towards sustainability through promoting the recycling reflex and diverting waste from landfill.”
Based in Abu Dhabi, United Arab Emirates, Emirates Global Aluminium is an aluminium conglomerate created by the merger between Dubai Aluminium (DUBAL) and Emirates Aluminium (EMAL) in 2013. EGA had an estimated enterprise value of US$15 billion at the time the merger took place. The firm is owned equally by Mubadala Development Company of Abu Dhabi and Investment Corporation of Dubai. Emirates Global Aluminium holds interests in bauxite/alumina and primary aluminium smelting.