The Goodness Company launches sustainability project for F&B sector

Focuses on education and sustainable lifestyle products in the horeca industry
The Goodness Company copper collective.
The Goodness Company copper collective.

A new sustainability project has been launched to help the F&B sector remove its reliance on disposable products.

The Goodness Company is focusing on education for sustainable lifestyle solutions and practices in the horeca industry, with the plan to reduce its ecological footprint through supply chain best practices, local sourcing, throw away culture, or plastic waste reduction.


Geeta Pahlajani founder and CEO of The Goodness Company said: “Horeca is one of the top strategic sectors in the MENA and critical to initiating adoption of sustainable practices in local markets. Our products have been specifically designed in line with horeca specifications with extensive R&D to ensure switching to sustainable alternatives is seamless for operators without impacting bottom-line since, this is widely seen as the biggest hindrance to adoption. This is a journey that we all need to collectively embark on for a better tomorrow.”

Among the innovations are glass and steel straws, handcrafted tableware made by artisan communities, plantable stationary, along with chocolates that are vegan, contain no added sugar, all natural and palm oil free.

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