Students make toiletries, plastic alternatives out of 'menace' mesquite
This pioneering step merges green economy principles with biotechnology, embodying Omani innovation and sustainable entrepreneurship. The company has emerged as a leader in transforming what was long considered a "harmful plant" into a hub of environmental and industrial innovation.
Badr bin Said al Azizi, CEO of Greenova, stated: "With over two years of experience in innovation and entrepreneurship, the company has established a national and global reputation by developing a mesquite-based alternative to plastic. This material is stronger, cheaper, shatterproof and more heat-resistant." He noted that the material's high efficiency has been validated by a credible report from the Plant Therapy Research Laboratory in China, supervised by leading scientists, reinforcing the innovation's credibility and the product's robustness.
He said: "By extracting compounds from mesquite leaves, the company has produced 100 per cent natural hair wash, body wash and soap derived from a local tree. This Omani-made product meets global standards, competes in international markets and offers a safe, healthy alternative to existing options." The CEO emphasised that Greenova has achieved remarkable milestones in a short time. Sales of its plastic alternative raw material have captured 40 per cent of the Omani market in a single transaction, with a net daily profit of 35 per cent, reflecting the project's economic viability and environmental sustainability. This success followed extensive efforts, including a strategic agreement with the Department of Agriculture, Fisheries and Water Resources in Al Dhahirah Governorate to utilise mesquite tree waste — which previously required millions of riyals in annual public tenders for disposal. Thus, an environmental burden has been turned into an economic opportunity, positioning Greenova as a model for circular economy practices.
Elyas bin Abdullah al Hatmi from Greenova highlighted the company's participation in numerous entrepreneurial events, such as Start-up Weekend and national and international hackathons, where it secured first place in 2025. The company also competed in Qatar's 2024 championship and reached the finals of Oman's Injaz exhibition in 2025. Notably, Greenova won incubation support from Oman Chamber of Commerce and Industry in Al Dhahirah under the "Dhakira Innovates" initiative, cementing its strong presence in sustainable innovation and entrepreneurship. — ONA
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