Puck has launched a sustainability awareness campaign called ‘your creativity, infinite possibilities’.
It aims to promote everyday food packaging up cycling habits in homes across UAE, KSA and Oman.
The campaign’s objective is to inspire consumers to find new, fun and practical ways to re-use their Puck glass jars, keeping in mind the limited capability of glass recyclability within the region.
The new initiative aligns closely with the 12th United Nations Sustainable Development Goal, which focuses on responsible consumption and production.
Puck continuously steps up on sustainable initiatives such as reducing waste and CO2 emissions in its operations to bring consumers dairy through nutritious products.
By inviting cheese-lovers to upcycle their jars, Puck aims to encourage consumers to unleash their creativity by being more environmentally conscious, reinforcing UAE’s vision to eliminate landfill waste by 2030 and Saudi’s National Centre for Waste Management’s goal to divert 82 per cent of waste away from landfills.
As part of its mission to promote awareness to repurposing used jars, Puck is providing a bank of innovative and inspiring ideas through its website and social media channels spanning from decorative items and planters to candle holders and food containers.
Yahia Adel Z AlSharif, Head of Category at Arla Foods, said:“As a leader in the spreadable cheese market, we believe that it is our role to inspire and encourage our consumers to reuse the jars after consumption.
“As COP28 is aimed at making a dramatic course correction to climate issues, we are delighted to play our role alongside the Ministry of Climate Change and Environment in UAE and our regional retail partners to help promote the sustainability conversation at home and create a positive influence within our communities.”
Hajar Bakhit Alketbi, Director of Government Communication at MOCCAE said: “To reduce food waste in the UAE, we need to find practical solutions to reduce, reuse and recycle waste.
“At the Ministry of Climate Change and Environment, we are committed to addressing unsustainable patterns of consumption and production and have put food and food waste high up on our agenda for COP28.
“It is vital we create a tangible change in consumer habits and generate more conversations about sustainability across the UAE. I welcome Puck’s new campaign to inspire people to reuse and upcycle their glass jars.”
Puck is actively spearheading an extensive campaign across KSA, UAE, and Oman within stores, employing activations, in-store communication, and exclusive promotional packs to drive awareness for the initiative.
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