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Observer
14 hours ago
- Business
- Observer
In Oman, a Woman's Vision Turns Waste into a Sustainable Business Model
In a country where recyclable materials are often discarded with general waste, one woman dared to ask: What if we turned it into something beautiful and useful? That question sparked a movement. When Sadiya Al Bakri returned to Muscat in 2022 after 35 years in London, she was struck by how little recycling existed in everyday life. 'I lived in London for 35 years where recycling was second nature. When I moved to Muscat in 2022, I was genuinely surprised to see everything going into a single bin — no separation, no system,' she recalled. 'That shock became my spark.' In Oman, a Woman's Vision Turns Waste into a Sustainable Business Model With a deep passion for sustainability and a fresh perspective, she began looking for ways to turn environmental challenges into enterprise solutions. Her cousin, an environmental engineer, suggested turning waste paper into egg trays. It was a simple idea, but a powerful one. Oman imported most of its egg trays despite generating large amounts of paper waste. Sadiya researched the opportunity and got to work. Eco-Friendly Packaging (EFP) Oman was born and quickly became more than a business. 'The decision was purely demand-driven. I personally visited nearly every poultry farm across the Sultanate and confirmed that egg trays were consistently needed and largely imported,' she said. 'It was the ideal product to showcase how Oman's waste can be transformed into something practical, sustainable, and proudly local.' In Oman, a Woman's Vision Turns Waste into a Sustainable Business Model Launching EFP Oman came with challenges. 'The biggest challenge we faced — and continue to address — is the lack of waste segregation in Oman,' she said. Raw materials were difficult to source because paper wasn't collected separately. Her team built a collection network, launched awareness campaigns, and partnered with recyclers to bridge the gap. 'There was no existing recycling ecosystem we could plug into. We had to build it ourselves.' As a woman entering a traditionally male-led industry, Sadiya faced scepticism. 'But I'm proud to say we've turned those early doubts into results.' In Oman, a Woman's Vision Turns Waste into a Sustainable Business Model One of EFP Oman's Instagram Reels went viral, reaching more than 1.5 million viewers. The video offered more than just a look at production — it reflected a mindset. 'It showed us that the public is ready,' said Sadiya. 'People want to engage. They just need the right entry point. That Reel wasn't about going viral. It confirmed that what we're doing matters. We were already operating sustainably. The video simply gave people a glimpse of what's already possible in Oman.' In Oman, a Woman's Vision Turns Waste into a Sustainable Business Model This year, EFP Oman joined a delegation of Omani businesses at Expo 2025 in Osaka, Japan, a global hub of innovation in sustainability. For Sadiya, the experience resonated on a deeper level. 'Expo Japan reminded us that Oman's future is rooted in its past,' she said. 'For over 5,000 years, our culture has lived in harmony with nature — reusing, conserving, and respecting every resource. What we saw in Osaka wasn't just innovation. It was a mirror reflecting what Oman already knows deeply: sustainability isn't new to us, it's in our DNA. The Expo gave us global tools to match our ancestral mindset, and now it's time to lead the region forward.' One standout technology was a waste-to-oxygen system that neutralises both general and hazardous waste. 'What impressed me most was the waste-to-oxygen technology — a breakthrough that not only neutralises general waste but can also safely eliminate hazardous materials,' she said. 'For a country like Oman, the second largest in the GCC by land area, this innovation is game-changing. It could be deployed at remote oil and gas sites to treat waste on-site, significantly reducing transportation costs and CO₂ emissions. It's practical, scalable, powerful, and fully aligned with Oman Vision 2040. This is absolutely something we can use to build a greener Oman for generations to come. As a woman representing Oman in global green forums, I left Japan confident that we're not just keeping pace. We're ready to lead.' Back home, EFP Oman continued to grow. During Oman Climate Week, Sadiya and her team launched Go Green Oman, the country's first recycling app. 'We realised people wanted to recycle but didn't know how,' she said. 'So we made it simple. The app brings recycling straight to your door.' The company is also building partnerships across the private sector — including hotels, hospitals, universities, and schools — to embed sustainability into everyday operations. Institutions like Crowne Plaza Qurum and MCBS University have partnered with EFP Oman to implement paper recycling initiatives, creating models that others can follow. For Sadiya, the mission is long-term. 'I envision EFP Oman as a national leader in reducing recyclable waste to landfill, and a regional pioneer in circular economy innovation, especially around ESG reporting and carbon credit generation,' she said. Their environmental impact already speaks volumes. 'By recycling 3,125 metric tonnes of paper, we have saved 53,125 trees enough to offset the emissions of 25,000 cars,' she said. 'We also saved 12.8 million kWh of electricity, 82.5 million litres of water, and diverted 10,312 cubic metres of waste from landfill. We're not just recycling paper. We're recycling perceptions.' She believes Oman's green economy depends on agile, purpose-driven businesses like hers. 'SMEs are the beating heart of innovation. We move faster, connect more deeply with communities, and aren't afraid to experiment,' she said. 'By succeeding on a small scale, we create proof points that larger systems can adopt.' And to Omani entrepreneurs, especially women, she offers this advice: 'Start with purpose. Understand the problem you're solving and why it matters. Be patient and persistent, because changing habits and systems takes time — but it is possible. Build partnerships. Collaborate with ministries, corporates, NGOs, and the public. You don't have to do it alone. Trust your voice. Omani women are ready to lead the future in sustainability, innovation, and business. Our perspectives matter, and our leadership is essential.' Sadiya's message is simple and powerful. 'This isn't just about recycling paper — it's about recycling mindsets.' With purpose, persistence, and partnerships, she's showing that a greener Oman isn't just possible. It's already taking shape.
Observer
27-02-2025
- Business
- Observer
Pioneering recycling app launched at Oman Climate Week
MUSCAT, FEB 26 Oman's first-ever recycling app, Go Green Oman, has been launched during Oman Climate Week, aiming to bridge the gap between residents and recycling firms while boosting sustainable waste management. The app, developed by Eco-Friendly Packaging (EFP) Oman, allows users to book a collection for their recyclables, which are then transported to local SMEs specialising in plastic, paper, and biofuel production. 'We've had many people asking where to take their recyclable materials—whether paper, plastic, or even cooking oil,' said Rufaida al Bakri, Head of Marketing at EFP Oman. 'The challenge wasn't just segregation; it was the lack of connection between individuals and recycling companies. Go Green Oman solves this by making recycling as easy as booking a ride.' A CIRCULAR ECONOMY FOR OMAN Through partnerships with local recycling firms, Go Green Oman ensures collected waste is processed into sustainable products. Paper waste is turned into eco-friendly egg trays, while plastic is repurposed, and used cooking oil is converted into biofuel. 'Our goal is not just to promote recycling but to support local SMEs,' Rufaida added. 'By channeling recyclables to these businesses, we're creating a circular economy that benefits the environment and local industries.' Unlike traditional waste collection services, Go Green Oman does not impose a minimum quantity requirement for pickup. However, the app incentivises users through a loyalty points system, rewarding them with redeemable vouchers for businesses like Lulu Hypermarket. INSPIRATION FROM GLOBAL BEST PRACTICES The concept for Go Green Oman was inspired by global recycling models, particularly from the UK. The app's founder, having spent 35 years in London, was struck by the lack of structured recycling in Oman. 'In London, waste segregation is deeply ingrained,' Rufaida explained. 'We had separate bins for general waste, plastics, paper, and glass. Bringing that structured approach to Oman was a key motivation behind this initiative.' SUSTAINABILITY AT THE CORE EFP Oman, established in 2022, has been at the forefront of paper recycling, transforming business and institutional waste into locally produced, eco-certified egg trays. As an SME, it aligns with Oman's Sustainable Development Goals (SDGs) and offers corporations a way to enhance their Corporate Social Responsibility (CSR) efforts through sustainable waste management. 'Our products are made in Oman, supporting local industry while reducing landfill waste,' said Rufaida. 'Through Go Green Oman, we're taking this mission a step further—making recycling easy, rewarding, and impactful.' With Oman's growing focus on sustainability, Go Green Oman could be a game-changer in shaping a greener future for the Sultanate of Oman.
