In an era when sustainability is often more marketing tagline than tangible action, Tetra Pak is attempting to stand apart with a simple yet ambitious goal: ‘Protect What’s Good.’
From school classrooms in Saudi Arabia to high-level partnerships with regional governments, the food packaging giant is working to build an infrastructure that will support its claims of environmental stewardship.
Its efforts were recognised at this year’s Gulfood Manufacturing exhibition in Dubai, as Tetra Pak walked away with the ‘Sustainable Company of the Decade’ award.
Campaign Middle East spoke with Sonya Kayani, Communications Director Greater Middle East at Tetra Pak to learn more about how these initiatives were mirrored through the brand’s marketing.
Speaking sustainability to the masses in the region
“Tetra Pak positions its sustainability messaging in all its communication initiatives,” said Kayani. She explained that the company has developed a series of campaigns to bring its sustainability message directly to consumers.
A prime example is its annual ‘Go Nature Go Carton’ campaign, which celebrates the environmental benefits of choosing cartons over other packaging types. Localised for the Middle East, this campaign reaches the public through social media stories, media coverage, and video content that highlight the role of carton packaging in promoting a circular economy.
“Our sustainability message was also highlighted in the recent ‘Made, Consumed and Recycled’ campaign in Saudi Arabia”, said Kayani.
The documentary-style short film highlights the company’s commitment to Saudi’s Vision 2030 by showcasing its commitment to supporting sustainable logistics in the food supply industry and its leadership in the field of recycling.
Tetra Pak’s engagement goes beyond advertising. In partnership with Saudi-based food company Sadafco, it recently launched the “Go Green” initiative across 250 schools in Saudi Arabia, where students learned about recycling through workshops and hands-on collection activities. Over 23,000 cartons were collected, instilling environmental habits in young consumers who may one day make buying decisions of their own.
Making tangible changes to regional communities
The Middle East’s food and beverage industry is increasingly embracing sustainability, and Tetra Pak is positioning itself as a key ally in this transition.
The company has recently partnered with Union Paper Mills in the UAE and Obeikan Paper Industries in Saudi Arabia to create dedicated recycling facilities, each designed to process thousands of tonnes of cartons. These investments align with national visions for sustainability in both countries, providing businesses with a way to meet their own environmental targets.
At the recent Gulfood Manufacturing event, Tetra Pak showcased its latest recycling innovations, including a booth constructed entirely from recycled cartons—a tangible example of how packaging waste can be given new life.
The event also featured Tetra Pak’s plant-based ice cream processing equipment, water-in-carton concepts, and digital solutions designed to help clients reduce resource consumption. Together, these demonstrations highlight the company’s long-term vision: a food system that feeds the world while protecting the planet.
“We highlight global topical days on our social media channels and highlight how we support our customers become more sustainable at their operations,” said Kayani.
Tetra Pak’s efforts in the Middle East are part of a broader strategy to push the boundaries of sustainable packaging. Its goal is clear: to protect what’s good, not just for the brand but for the broader world. And in a region where food security and environmental resilience are top of mind, that mission may find its most critical audience yet.
