Description and evaluation of the green goals and efforts of Masafi Mineral water company.
Masafi mineral water Company’s primary product is pure, natural mineral water. However, it has diversified its products to include juices, flavoured water, tissues, basmati rice and potato chips. In the evaluation of its goals, it would be wise first to look at its mission and vision statements. The mission of the company is to satisfy their customers by offering products that are of the best quality besides undertaking environmental conservation measures. On the other hand, the company’s vision is to improve continuously on the quality of their products through embracing the dynamic technology, hence becoming the best firm in the industry (Bricault, 2001).
Company’s efforts on going green
The first Masafi effort in going green is using recyclable water bottles. Masafi had been recycling its bottles since 2008 when the management incorporated the recycling objective it in the strategic plan (Mccracken, 2013). Save for promoting recycling internally; the company has also engaged in public programs to sensitize the public on the need to reduce waste by employing recycling programs, and more importantly, by using biodegradable materials. In so doing, it deploys recycling bins for organisations which share its objective of minimum environmental pollution. Through this external service, Masafi has been able to collect more than 100 tonnes of plastics, sent to Masafi’s pre-processing plant in Ras Al Khaimah and, later on, sent for recycling in Fujairah where they are cast-off into more useful products (Bricault, 2001).
Masafi’s effort to recycle waste products has double benefits. First, it enables reduce waste products, which is one of its green goals. Ideally, if the plastics were not recycled, they would be accumulating causing a heap of waste products, which would contrast the company’s goal of reducing waste products. Secondly, by recycling waste products, the company benefits as it can reuse the bottles, which are of course more economical compared to acquiring newly manufactured bottles (Bricault, G2001). The associated benefits to the business are reduced operation costs, which translates to increased returns.
The move by the company to aid other companies to recycle their products is also of great advantage. First, it signifies that the company is socially responsible towards environmental conservation, which consequently enhances its corporate image. This resultantly gives it a competitive advantage in relation to its competitors and the results is increased customer loyalty and overall productivity.
On eliminating pollution, all of Masafi products are natural, and therefore, they do not contain any chemicals that would end up polluting the environment. On the same note, the Masafi Company’s juices and Basmati rice are equally fresh and natural, and no preservatives are added to them. In more precise words, Masafi is a purely natural company, whose environmental conservation is the primary goal. When the goal of eliminating pollution earns the company a good reputation and positive corporate image, it is also significant in enhancing the health of the customers. Ideally, most of the chemicals that are usually added to beverages are cancerous, and thus, its being natural is a major source of its competitive advantage.
Another effort by Masafi in an attempt to go green is the introduction of biodegradable wrap for its bottles. With this biodegradable wrap up, Masafi has significantly lived its vision of being in a pollution free environment. First, these biodegradable materials usually take less time to break down after being discarded in case they are not recycled. Ideally, it would not be practically possible to recycle all of the company’s bottles taking in mind that some are sold to customers even abroad. In such cases, Masafi biodegradable wraps will be absorbed into the earth leaving no traces on the surface (Mccracken, 2013). This is of importance in soil conservation, particularly for agricultural purposes.
A summary evaluation of the company’s efforts on going green and becoming sustainable
In conclusion, Masafi has put a lot of effort towards attaining its green goals that include the elimination of pollution and waste products, and ultimate conservation of the environment. Some of these efforts include introducing biodegradable wraps for its bottles, recycling its products, and most importantly, creating public awareness of the importance of recycling. It has also gone an extra more to help other companies recycle their waste products, which has significantly aided in environmental conservation goal, taking in mind that conserving and preserving the environment should be a collective responsibility. These efforts have attracted the attention and recognition of the government and other environmental activists. In 2011, the Ministry of Environment honoured the company with Environmental Performance Certificate to recognise its contribution to the conservation of the environment and pollution reduction (@tbwa\raad, 2016).
References
Bricault, G. C. (2001). Major Companies of the Arab World 1991/92. Dordrecht: Springer Netherlands.
Mccracken, C. F. (2013). A Small Company Can Meet Big “Goals”. Proceedings of the Water Environment Federation Proc Water Environ Fed, 2003(10), 207-208.
@tbwaraad, d. (2016). Masafi | Masafi honoured with Environmental Performance Certificate 2011. Masafi Website. Retrieved 17 March 2016, from http://www.masafi.com/press-release/masafi-honoured-with-environmental-performance-certificate-2011-2/
