Ne'ma

What Ne'ma does

Ne'ma is the UAE National Food Loss and Waste Initiative, founded in 2022 and headquartered in Abu Dhabi, operating as a government-backed national movement under the Emirates Foundation in collaboration with the Ministry of Climate Change and Environment, ADAFSA, Tadweer, Dubai Municipality, the Presidential Court, and other federal entities. It exists to deliver the UAE's commitment under UN SDG 12.3 to halve food loss and waste by 2030, and operates across all seven Emirates. Its core technology stack centers on the ne'ma Data Hub, a centralized digital reporting platform for businesses and institutions to record FLW data against internationally recognized methodologies (UN SDG 12.3.1.a and 12.3.1.b indices), complemented by a proprietary 14-day, color-coded waste segregation and measurement protocol that is being used to build the UAE's first nationwide FLW baseline. Ne'ma's product portfolio includes the 18-month UAE FLW Baseline Study (September 2024 - March 2026), the Smart Community Fridges food rescue program, the Family Iftar Box Ramadan initiative, the 1 Million Saved Meals (Surplus Food) Initiative, the Zero Food to Landfill circular framework, behavioral nudge interventions, the #ne'maPledge, and a publications library. The business model is non-commercial: ne'ma is funded by government and institutional sponsorship to deliver national FLW targets, with participation in its programs, pledges, and the Baseline Study offered free of charge to households, hospitality operators, and food value chain entities. Customer and partner engagement is community-led, anchored by 300+ hospitality entities, 150+ businesses reporting through the Data Hub, 276 pledged entities, and strategic MoU partnerships with major FMCG (Nestlé Middle East, House of Pops), agriculture (Al Ain Farms Group), and federal/cluster counterparts (UAE Food Cluster, MOCCAE, ADAFSA, Tadweer, Dubai Municipality, Federal Competitiveness and Statistics Centre, Statistics Centre - Abu Dhabi).

Name

Ne'ma

Legal name

ne'ma - The National Food Loss and Waste Initiative

Website

https://nema.ae

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Ne'ma is the UAE National Food Loss and Waste Initiative, a government-backed program under Emirates Foundation that reduces FLW via the UAE Baseline Study, the ne'ma Data Hub, food rescue programs, and behavioral interventions across all seven Emirates.

Ownership category

akta.pro rank

Product category

Food Loss and Waste Reduction Services

NAICS

Materials Recovery Facilities (56292)

SIC

Refuse Systems (4953)

akta.pro primary industry

Plastics Sorting & Recovery Facilities (PRF) (EUAIADAE)

Keywords

• Food waste reduction
• Food rescue operations
• Circular food systems
• Waste measurement services
• Food loss prevention

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Government and public-sector funding (national initiative): ne'ma is a non-commercial national initiative of the UAE hosted under the Emirates Foundation and operating in collaboration with the Ministry of Climate Change and Environment and other federal entities. It is not revenue-generating in a traditional sense; operations are funded through government and institutional sponsorship to deliver the UAE's commitment to halve food loss and waste by 2030.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Ne'ma is a UAE national initiative that coordinates food loss and waste (FLW) reduction through the 18-month UAE Food Loss and Waste Baseline Study, a centralized ne'ma Data Hub for FLW reporting, and operational programs including Smart Community Fridges, Family Iftar Boxes, the 1 Million Saved Meals initiative, and the Zero Food to Landfill circular framework. The initiative engages UAE households, hospitality operators, food value-chain businesses, and government entities to deliver the UAE's commitment to halve FLW by 2030 under UN SDG 12.3.

Product overview

Ne'ma (النعمة) is the UAE National Food Loss and Waste Initiative — a single coordinated platform delivered through several integrated sub-initiatives anchored by the flagship UAE Food Loss and Waste Baseline Study. Its portfolio combines a foundational research program (the 18-month Baseline Study covering all seven Emirates), a centralized data infrastructure (the ne'ma Data Hub for FLW reporting), operational food-rescue programs (Smart Community Fridges Program, Family Iftar Boxes, the 1 Million Saved Meals Initiative), an overarching circular methodology (the "Zero Food to Landfill" Circular Framework), behavioral interventions (ne'ma Behavioral Message Tents and the #ne'maPledge), knowledge products (the Publications Library, Impact Report, roadmap, and guides), and seasonal campaigns (the "Valuing Our Roots" Ramadan campaign and the quarterly ne'ma Newsletter). These modules work together: the Baseline Study feeds the Data Hub, the Data Hub informs the reduction strategy and policy framework, and the food-rescue programs and behavioral tools translate that evidence into measurable on-the-ground impact toward the UAE's target of halving food loss and waste by 2030.

Differentiator

Problem solved

Functional benefit

Products and services

• UAE Food Loss and Waste Baseline Study A first-of-its-kind, 18-month nationwide study (September 2024 – March 2026) covering all seven UAE Emirates to establish baseline indices for food loss and waste, identify hotspots across the food value chain, and produce a centralized data hub and FLW reduction strategy in line with UN SDG 12.3 and the National Food Security Strategy 2051.
• ne'ma Data Hub Centralized digital platform through which businesses and institutions report their food loss and waste data for the Baseline Study, enabling sector-specific benchmarks and progress tracking toward the UAE's 50% FLW reduction target by 2030. Over 150 businesses were already reporting data through the hub.
• Smart Community Fridges Program Network of smart fridges placed in high-traffic areas that collect and redistribute edible, untouched surplus food from hospitality Iftar buffets to people in need. Operated through partnerships with hotels and caterers; expanded to over 84 hospitality partners for Ramadan 2026.
• Zero Food to Landfill Circular Framework Ne'ma's overarching circular framework comprising four objectives: rescue and repurpose food surpluses; collect and report unified data; divert food waste from landfills; and compost food waste to return it to nature. Operationalized at major events such as Abu Dhabi Sustainability Week, where it diverted 1,447 kg of food waste and produced 231 kg of compost in three days.
• Family Iftar Box (ne'ma Family Iftar Boxes) Ramadan initiative launched in partnership with agricultural companies and food manufacturers to redistribute surplus, untouched food in iftar boxes. During Ramadan 2024, 18,400 boxes were distributed, 185,777 kg of surplus food was rescued, and 5,000+ beneficiaries were impacted.
• 1 Million Saved Meals (Surplus Food) Initiative Ramadan collaboration between ne'ma, the Emirates Food Bank Foundation, and Reloop to rescue surplus edible and inedible food and redistribute it to low-income families, while composting inedible waste into fertilizer. Distributed 420,800+ surplus meals, collected 401,226 kg of food destined for waste, and produced 46,589 kg of compost.
• Valuing Our Roots Campaign Scaled-up nationwide food rescue and awareness campaign for Ramadan 2026, supporting over 10,000 families across seven sites in the UAE through 54+ activities and mobilization of thousands of volunteers including corporate teams and families.
• #ne'maPledge Public pledge program inviting individuals and organizations to commit to reducing food loss and waste across six action areas: raising awareness, supporting research and policy review, redistributing surplus food, innovation and technology, collaborative initiatives, and other ways.

Quantifiable outcome

• 47% reduction in food waste during Ramadan across participating hotels between 2022 and 2024
• +6 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• Emirates FoundationflagshipStrategic or Co-development Partnerne'ma is hosted under Emirates Foundation; Khuloud Hasan Al Nuwais serves as Chief Sustainability Officer of Emirates Foundation and Secretary General of the ne'ma Committee. Emirates Foundation provides governance, volunteer infrastructure (Takatof) and operational support across all ne'ma programs including the Baseline Study, Family Iftar Boxes, Community Fridges and the 1 Million Saved Meals initiative.
• UAE Ministry of Climate Change and Environment (MOCCAE)flagshipStrategic or Co-development PartnerCo-leads the UAE Food Loss and Waste Baseline Study and is part of the Baseline Working Group with ADAFSA, TADWEER and Dubai Municipality. Co-owner of the National Food Security Strategy 2051, which prioritizes food waste reduction as one of its top five priorities.
• Presidential Court of the UAEflagshipStrategic or Co-development PartnerCo-collaborator on the UAE Food Loss and Waste Baseline Study. The study and the broader ne'ma initiative reflect the vision of the UAE President, His Highness Sheikh Mohamed bin Zayed Al Nahyan. Presidential Court representatives participated in the Mission to Denmark.
• Emirates Food Bank Foundation / UAE Food BankflagshipStrategic or Co-development PartnerJoint implementation of the 1 Million Saved Meals (Surplus Food) Initiative during Ramadan; the partnership with ne'ma and Reloop achieved a 47% reduction in food waste during Ramadan across participating hotels between 2022 and 2024. Chaired by Sheikha Hind bint Maktoum bin Juma Al Maktoum.
• UAE Food Cluster (Ministry of Economy initiative)coreStrategic or Co-development PartnerMoU signed during Global Food Week / ADIFE 2025 to deepen data collaboration, strengthen engagement among private-sector stakeholders and activate food loss and waste reduction targets across multiple programs; cluster members will play a key role in advancing the ne'ma Food Rescue Program.
• Al Ain Farms GroupcoreStrategic or Co-development PartnerMoU signed in 2025 under which Al Ain Farms Group will contribute operational data to the UAE FLW Baseline Study, support national benchmarks and best practices, and collaborate on food rescue, public awareness and value-chain loss reduction.
• Nestlé Middle EastcoreStrategic or Co-development PartnerMoU signed at Future Food Forum 2025 (Dubai, 23-25 September 2025) to strengthen private-sector participation in food loss and waste reduction, support joint activities focused on data sharing, awareness and innovation.
• House of PopscoreStrategic or Co-development PartnerMoU signed at Future Food Forum 2025 (Dubai, 23-25 September 2025); collaboration focuses on data sharing, awareness and innovation to reduce food loss and waste.
• Tadweer GroupcoreStrategic or Co-development PartnerCo-implementation partner on the UAE FLW Baseline Study; co-developed the Freej cartoon collaboration; member of the Baseline Working Group alongside MOCCAE, ADAFSA and Dubai Municipality.
• Reloop (Ecyclex International Recycling Company)coreTechnology or IntegrationTechnology and circular-economy partner supporting the composting and food waste diversion components of the Zero Food to Landfill framework; co-implemented the 1 Million Saved Meals initiative alongside ne'ma and the UAE Food Bank during Ramadan 2024.
• MasdarcoreStrategic or Co-development PartnerOrganizer of Abu Dhabi Sustainability Week; ne'ma has collaborated with Masdar since 2023 to engage in roundtable discussions, panels (WiSER) and the Zero Food to Landfill framework at ADSW. Masdar also co-sponsored the World Future Energy Summit at ADSW 2024.
• Ministry of Economy and Tourism (UAE)coreStrategic or Co-development PartnerCo-organized the Circular Food Systems Policy Workshop in Abu Dhabi (hosted by The Climate Tribe) to shape enabling policies for FLW reduction. Houses the UAE Food Cluster initiative.
• Abu Dhabi Agriculture and Food Safety Authority (ADAFSA)coreStrategic or Co-development PartnerBaseline Working Group member; co-leads UAE Food Loss and Waste Baseline Study with MOCCAE, TADWEER and Dubai Municipality; supports data collection and alignment with food safety priorities.
• Dubai MunicipalitycoreStrategic or Co-development PartnerBaseline Working Group member and active participant in the UAE FLW Baseline Study. Led the UAE commemoration of FAO's International Day of Awareness of Food Loss and Waste 2025, with ne'ma as a national partner.
• Federal Competitiveness and Statistics Centre (FCSC) and Statistics Centre – Abu Dhabi (SCAD)coreImplementation/ SI/ Consulting PartnerTrained data collection agents with specialized measurement methodologies for capturing household and small-establishment waste data; co-supported the pilot phase of the Baseline Study.
• Embassy of Denmark in the UAEminorStrategic or Co-development PartnerCo-led the 'Mission to Denmark' study tour, which provided insights into the UAE's sustainability journey and Danish food waste management strategies.
• Japan International Cooperation Center (JICE)minorStrategic or Co-development PartnerCo-hosted the inaugural Youth Ambassadors Program (YAP) sushi-roll activity introducing Japanese culture and zero-waste Arabic-style makizushi preparation to 20 participants.
• Summit Trading Company L.L.C.minorImplementation/ SI/ Consulting PartnerCo-implemented the YAP sushi event with JICE; introduced practical methods to reduce food loss and waste using out-of-spec or odd-shaped vegetables.
• Food and Agriculture Organization of the United Nations (FAO)minorStrategic or Co-development Partnerne'ma joined FAO to mark the International Day of Awareness of Food Loss and Waste 2025; alignment with FAO's World Food Day 2025 theme 'Hand in Hand for Better Foods and a Better Future' and FAO's 80th anniversary.
• Emirates Red Crescent - Grace Preservation ProjectminorImplementation/ SI/ Consulting PartnerCo-implemented the World Future Energy Summit Zero Food to Landfill framework at ADSW 2024, supporting food rescue and donation to communities in need.
• Emirates NBDminorGTM or Marketing PartnerCo-organized the 'Mobilising Climate Finance' panel discussion at World Environment Day 2024, focused on public-private partnerships, green bonds and impact investing for climate adaptation.
• Abu Dhabi Youth Council and The Climate TribeminorStrategic or Co-development PartnerCo-convened a Youth Circle in Abu Dhabi to mark the International Day of Awareness of Food Loss and Waste 2025; session explored how Emirati ancestral practices can inspire modern food sustainability solutions.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Winnow Solutions: UK-based commercial food waste technology company using AI-enabled scales to measure and reduce kitchen food waste in hospitality and catering. Targets the same UAE hospitality segment as ne'ma (Rotana, Sofitel, Radisson Blu partners) with commercial measurement tools; potentially a partner or competitor on data and benchmarking.
• Olio: UK-headquartered food-sharing app for surplus household and business food, operating across multiple countries. Comparable in surplus redistribution mission to ne'ma's Smart Community Fridges and Family Iftar Box programs, but consumer-app-based rather than government-mandated.
• Too Good To Go: Commercial app-based marketplace that connects consumers with surplus food from restaurants and retailers to reduce waste. Operates in the UAE and overlaps with ne'ma's food rescue agenda, but is a commercial, consumer-facing product rather than a national measurement program.

Direct peers

• Feedback Global: UK-based nonprofit running surplus food redistribution campaigns (e.g., The Pig Idea, Feeding the 5000) and advocating for policy change on food waste. Directly comparable to ne'ma's food rescue programs (Family Iftar Box, 1 Million Saved Meals, Community Fridges) and policy advocacy work.
• ReFED: US-based nonprofit that publishes the annual ReFED Insights Engine, a national food waste data benchmark and solution provider database used by retailers, restaurants and policymakers. Comparable to ne'ma's Baseline Study and Data Hub as a national FLW data and reduction roadmap asset.
• WRAP (Waste & Resources Action Programme): UK-based charity that runs the Courtauld Commitment and the national Love Food Hate Waste campaign, producing the UK's food waste dataset and convening government, retailers and hospitality. Closest international analogue to ne'ma's mandate as a nationally mandated FLW measurement and reduction program.

Others

• UAE Food Bank / Emirates Food Bank Foundation: UAE federal food bank chaired by Sheikha Hind bint Maktoum that co-implements ne'ma's 1 Million Saved Meals Initiative and Community Fridges programs. Sister organization in the same UAE FLW ecosystem with overlapping partner base and operations.

Broad incumbents

• Champions 12.3: Global coalition of executives from governments, companies and civil society convened to accelerate progress on SDG Target 12.3. Comparable to ne'ma as a multi-stakeholder convener on SDG 12.3 reduction targets, but operating at global rather than national level.
• World Resources Institute (WRI) Food Program: Global research organization producing the Food Loss and Waste Protocol (FLW Protocol) and country-level FLW accounting that ne'ma's Baseline Study methodology is aligned to. Comparable as a methodology and standard-setter; broader scope and global rather than UAE-only.
• FAO (Food and Agriculture Organization) Food Loss and Waste program: UN agency that publishes global FLW estimates, the SDG 12.3.1 indicators ne'ma aligns to, and the International Day of Awareness of Food Loss and Waste. ne'ma formally partners with FAO, indicating overlapping standards, datasets and policy advocacy scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nema_ae
• Facebookfacebook.com/nemauae
• LinkedInlinkedin.com/company/ne-ma
• Instagraminstagram.com/nema.ae

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ne'ma