Monviso targets hospitality with CSR and recycling

The water brand has partnered with Al Jalila Foundation and also launched a recycling programme
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Monviso is targeting the hospitality sector
Monviso is targeting the hospitality sector

Italian mineral water bottler Monviso is planning to aggressively target the hospitality industry in the UAE, after signing a partnership with the Al Jalila Foundation (a global philanthropic organisation dedicated to medical research founded by HH Sheikh Mohammed Bin Rashid Al Maktoum).

It has launched the initiative “Take Water. Give Life”, a donations programme, where for every 1 litre sold through its participating clients, Monviso will donate AED 1 (US $3.65) to the Al Jalila Foundation in favour of medical research.

Furthermore, Monviso has established a dedicated recycling programme of plastic bottles. Monviso commits to collect and recycle empty bottles and donate to Al Jalila Foundation the net return from the sale of the recycled bottles. The recycling machines and the collection will be Monviso's responsibility – where bale machines will be supplied at cost price or FOC based on a minimum estimated consumption of water.

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Monviso launched its distribution in the Middle East market in 2013 and Caterer Middle East spoke to Stefano Iorini, managing director of Memag Trading, the brand’s distributor in the UAE, Bahrain and Saudi Arabia.

He says: “We have been supporting Al Jalila through The 7 Emirates Run for two editions, and we have confirmed the third one. We also partner with Skydive Dubai where we provide the water, and if anyone gives money for the water, we donate it to Al Jalila.”

The idea sprung from there, Iorini says, and “Take Water. Give Life” was born. So far, Aswaaq has been one retailer on board, and Iorini is looking to bring hospitality brands on board as well.

“All the sales made through them [participants in the initiative] will be audited, and the corresponding amount will be given to Al Jalila.

“We are going to redesign our website and have a dedicated section for this initiative and list all the people and companies who will participate.”

Speaking about the recycling programme, Iorini explains the process: “Big hotels will have a large consumption of water; we will provide the baling machines, take the plastic back from them and sell to companies buying plastic to recycle.” The net amount will be donated to the charity, again, with an auditing process planned.

Explaining that entering the water market in this region is extremely competitive and difficult, he concludes: “I believe that initiative will be a good reason for hospitality groups to decide to use another water… the CSR element as well as recycling.”

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