be’ah fighting against food waste with powerful Ramadan campaign

Muscat: Oman Environmental Services Holding Company (be’ah) welcomes this year’s holy month of Ramadan with a new social engagement campaign entitled Asrar Al Buyut (House Secrets) addressing the growing concerns of food waste and excess using unconventional comedic and awareness messaging.

Aside from posts and short messages on social media, be’ah brings you a miniseries of short comedy videos released every Sunday at 09:00 pm. The videos accompany two be’ah sanitation workers, Ramadan and Kareem, on their garbage collection rounds, as the garbage containers give away secrets behind the houses’ closed doors. Light is shed on the painful reality of food waste by comedic and colorful commentary raising awareness to a serious and growing problem.

Through this innovative and fun campaign, be’ah aims to reduce food waste, encourage the public to reduce the amount of food prepared in Ramadan, and adopt best practices in food management to save produce and build a sustainable future.

Commenting on the successful campaign, Ahmed Al Kharusi, Section Head Social Outreach and Community Engagement, said “be’ah is keen to share the joy of the holy month of Ramadan with the public, and it takes this occasion to raise awareness on key issues. Food waste is no small threat, its impact is significant on global warming, food security, and economic and financial resources. We are happy to see that this year’s Asrar Al Buyut campaign is a success, and we hope that it introduces better consumer behaviours that reflect the true spirit of Ramadan; the spirit of compassion, charity, and responsibility.”

“The impact of food waste is not only social and economic, but is also environmental. Estimates suggest that 8-10% of global greenhouse gas emissions are associated with unconsumed food. When food is left unconsumed and is discarded in landfills, it begins to rot and produces methane, a greenhouse gas more potent than CO2,” Al Kharusi added. “This issue has become a global priority and was incorporated in the United Nations’ Sustainable Development Goals (Goal 12.3) due to its severe contribution to food insecurity, malnutrition, and economic losses at a time of recession and attempted recovery.”

In line with its sustainability plans, be’ah continues its community engagement efforts throughout the holy month of Ramadan to promote a culture of sustainability and environmental responsibility and raise public awareness on their role in preserving Oman’s environment and natural resources.