Unprecedented expansion of the "We Appreciate the Blessing" campaign to reduce food waste

 Na'ama Initiative

The "Na'ama Initiative" Launches the Largest Food Rescue Operation in the UAE During Ramadan

The National Initiative to Reduce Food Loss and Waste (Na'ama) announced an unprecedented expansion of its "We Appreciate the Blessing" campaign during Ramadan 2026.

This step reinforces Na'ama's national leadership in implementing the food rescue program and establishes the largest geographical and operational reach of the program since its launch.

This year, the operations are being carried out simultaneously in Abu Dhabi, Dubai, Al Ain, Sharjah, and Ras Al Khaimah, within an integrated national system for the efficient and sustainable redistribution of food.

The program aims to rescue more than 300,000 tons of food within the food sector, achieving a 50% increase in the surplus recovered compared to last year.

In line with the UAE's declaration of the "Year of the Family," the campaign is based on the "Family Iftar Box" initiative, which reflects a commitment to strengthening the values ​​of solidarity and social compassion.

This initiative, like previous years, focuses on redistributing surplus fresh produce and food items from major suppliers and farms, including Majid Al Futtaim Group, Salal, and Agthia Group, to support more than 10,000 deserving families across the UAE.

This year, the "Na’ma" initiative's packing centers are transformed into community hubs, attracting families, private sector partners, and Emirates Foundation employees to participate in collective volunteering efforts.

By fostering a culture of volunteerism across generations, the initiative embodies the UAE's values ​​of solidarity and unity, providing families with an opportunity to contribute to spreading goodness and maximizing the impact of giving during the holy month.

The campaign is based on a national alliance of strategic partners, including the Abu Dhabi Agriculture and Food Safety Authority, the Khalifa bin Zayed Al Nahyan Foundation, Majid Al Futtaim Group, and more than 20 companies from the retail and food distribution sectors, thus enhancing the integration of efforts across all stages of the food system.

With the launch of the 2026 campaign, Salal continues its long-standing commitment to supporting the food rescue program by providing high-quality fresh produce, including products that may not meet formal market standards despite their quality and safety. This underscores Salal's commitment to sustainability and reducing food waste.

Hamid Al Rumaithi, CEO of Food Security at Salal, stated: “Reducing food loss and waste is an integral part of our operations, from sourcing to distribution. Through our partnership with the Na’ma initiative, we are translating this commitment into tangible impact by strengthening surplus management systems.

 improving redistribution channels, and developing responsible food practices across the entire food value chain. This collaboration reinforces our role in building a more sustainable and resilient food system.”

As part of the campaign, Na’ma is mobilizing thousands of volunteers, including employees of participating organizations and their families, to volunteer at more than 54 scheduled events. These volunteers will be responsible for packing and distributing boxes at seven key locations, including Expo City Dubai and Al Mutasim School in Abu Dhabi.

For his part, Mohammed Al Hosani, Director of Leadership and Empowerment at the Emirates Foundation and Programs Director at Takatof, said: “Our collaboration with the Neema initiative allows us to channel the significant increase in community engagement during Ramadan into coordinated and effective efforts. 

We see this period as an opportunity to engage volunteers and families, and to encourage different generations to better appreciate food resources. We hope this momentum will contribute to strengthening the continuity of volunteer work and establishing a deeper and more sustainable awareness of food responsibility, so that its positive impact continues during the holy month and beyond.”

Through its pioneering “We Appreciate the Blessing” campaign, and in collaboration with partners across the entire value chain, Neema reaffirms its commitment to raising public awareness and reducing food loss and waste in the UAE. 

All these efforts directly contribute to achieving the national goals within the UAE Food Security Strategy 2051 and support the country’s commitment to halving food loss and waste by 2030, in line with UN Sustainable Development Goal 12.3.