There was a time when fashion was taught to move quickly. New season. New color. New  shape. New desire. The wardrobe was viewed as a space that needed to be cleared out  before it could be restored to its former splendor. We were told that style lived in novelty,  that elegance meant replacement, that the newest thing was somehow always the most  desirable. 

But something has shifted. 

The modern woman is no longer impressed by excess. She doesn’t need her wardrobe  to scream proof of success. She’s looking for something quieter, smarter, more  intimate. A piece that carries memories. A silhouette that survives more than one  season. A material that doesn’t ask to be thrown away, but to be cared for. 

The new luxury is not abundance. It is continuity. 

In a world overloaded with clothes, objects, trends, and promises, the act of preserving  something has become radical. To repair. To repurpose. To choose carefully. To ask not just  ‘How does this look?’ but ‘How will it last?’ These are no longer small personal choices. They  are the beginning of a different fashion culture—one where beauty is not measured by how  quickly it appears, but by how long it persists. 

Why Zero Waste Is the New Definition of Luxury 

Zero waste living is often misunderstood as sacrifice. It’s imagined as a life of denial: less  pleasure, less style, less freedom. But true zero waste isn’t about shrinking your pleasures  or your needs. It’s about making every choice intentional. It’s the art of eliminating the  unnecessary so that what remains becomes stronger. 

Fashion has always understood the language of desire. Now it must learn the  language of responsibility. 

This does not mean abandoning beauty or style. It means returning beauty to its original  purpose. A beautifully crafted object should not easily become waste. It should invite touch,  repair, preservation and emotional attachment. It should become part of a woman’s life, not  just her shopping history.

Sustainable Design Begins with Restraint 

Sustainable design begins before the object exists. 

It begins with restraint. 

Before a cut is made, before a material is selected, before accessories are polished or seams  are sewn, there is a decision: does this thing need to exist? And if it does, how can it exist  with dignity? How can it use fewer resources? Can it last longer? How can it avoid becoming  just another beautiful thing without a future? 

The answer is not always loud innovation. Sometimes it is older wisdom. Produce less.  Produce better. Produce with purpose. Use materials with respect. Design shapes that don’t  expire with a trend season. Create objects that can be maintained, not replaced. 

Eco-Friendly Fashion Is About Emotional Connection 

This is where eco-friendly fashion becomes more than a category. It becomes a philosophy  of intimacy. 

Wear is not failure. Wear is biography. 

A small mark on the leather, a softened handle, a repaired seam, a slightly faded hue—these  are not imperfections to be hidden. They are evidence of use, loyalty and time. 

Circular Fashion Starts with Care 

This is the emotional heart of circular fashion. Not only resale, recycling or upcycling—but a  deeper relationship between person and object. A circular wardrobe begins with care. 

An old coat can become material. A leftover textile can become a detail. A forgotten piece  can be modified, repaired, changed and reimagined. 

Small Production, Bigger Impact 

For independent designers, this is not a marketing trend. It is a way of working. Small  production allows for attention. Limited quantities reduce the risk of excess. Material  choices become more deliberate. Waste can be seen, measured and redesigned. 

This closeness matters. 

The Future of Sustainable Fashion 

The future of sustainable fashion will not be built only by better materials. It will be  built by better taste. 

Taste that refuses disposable brilliance. Taste that understands restraint as strength. Taste  that values quiet construction, longevity, repairability and emotional permanence. 

Eco-fashion can be sensual. It can be refined. It can be architectural, poetic, feminine,  elegant and luxurious.

The Future Belongs to What Lasts 

Because the most beautiful object is not the one that asks to be replaced. It is the one that becomes irreplaceable. 

And in the end, zero waste is not only about what we refuse to throw away. It is about what  we finally learn to value.

Discover Sellenes Limited to 100

Saurabh Tiwari

Sourabh is an SEO Specialist associated with The Sustainable Brands Journal, contributing to the platform’s mission of amplifying sustainability-driven narratives. He specializes in content optimization, search strategy, and organic growth within climate, ESG, and eco-conscious industries.

The post The New Luxury Is What We Refuse to Waste appeared first on The Sustainable Brands Journal.

But a much bigger transformation is happening behind the scenes.

The plant-based economy is rapidly expanding far beyond food. Today, plants are becoming the foundation for next-generation materials, textiles, and sustainable packaging solutions that are reshaping industries from fashion to logistics.

From bioplastics made from sugarcane to mushroom-grown packaging materials, companies are exploring innovative ways to replace fossil-fuel-based plastics with renewable alternatives.

This shift is not just driven by ethics or environmental awareness.

It is becoming an economic and regulatory necessity.

As governments tighten restrictions on single-use plastics and consumers increasingly demand transparency from brands, businesses are accelerating investments in plant-based materials and eco packaging innovation.

The implications extend across industries — from packaging and fashion to manufacturing and consumer goods.

Why the Plant-Based Economy Is Growing

The growth of the plant-based materials industry is closely tied to the global sustainability crisis.

Plastic pollution has become one of the most visible environmental challenges of our time.

Today:

• The packaging industry accounts for nearly 40% of global plastic consumption
• More than 8 million tons of plastic enter the oceans each year
• Many petroleum-based plastics take hundreds of years to decompose

These realities are pushing governments and companies to rethink the materials that power modern economies.

At the same time, consumers are becoming more environmentally conscious and are increasingly adopting sustainable lifestyles. For example, practices such as reducing waste and adopting circular consumption habits — like those outlined in Zero Waste Lifestyle: 7 Practical Steps — are influencing purchasing decisions.

As demand for sustainability grows, businesses are looking for materials that align with both environmental responsibility and economic performance.

The Rise of Plant-Based Materials

Plant-based materials are produced from renewable biological resources rather than fossil fuels.

Common sources include:

• corn starch
• sugarcane
• bamboo
• hemp
• seaweed
• agricultural waste
• plant fibers

Unlike conventional plastics derived from petroleum, many plant-based materials are biodegradable, compostable, or significantly lower in carbon footprint.

For instance, bioplastics produced from sugarcane ethanol can reduce greenhouse gas emissions by up to 70% compared to conventional plastic production.

Another breakthrough material is mycelium packaging, which is grown from the root structure of mushrooms.

Mycelium packaging can replace polystyrene foam (commonly known as Styrofoam) and decomposes naturally in soil within weeks.

These innovations demonstrate how nature-based materials can replace synthetic packaging without sacrificing functionality.

Sustainable Packaging as a Competitive Advantage

One of the fastest-growing segments of the plant-based economy is sustainable packaging.

For decades, plastic packaging dominated global supply chains because it was cheap, lightweight, and durable.

But the environmental costs have become impossible to ignore.

Today, eco-friendly packaging is increasingly influencing purchasing decisions.

Multiple consumer studies show that over 60% of shoppers are willing to pay more for products packaged sustainably.

This trend has pushed companies to experiment with new plant-based packaging solutions, including:

• compostable mailers made from plant polymers
• molded fiber trays made from agricultural residue
• algae-based packaging films
• biodegradable food containers made from sugarcane bagasse

For brands, plant-based packaging offers a powerful dual benefit.

It reduces environmental impact while also signaling innovation, responsibility, and sustainability leadership.

Plant-Based Materials and the Circular Economy

The rise of the plant-based economy is closely connected to the principles of the circular economy.

Traditional production systems follow a linear model: extract resources, manufacture products, and dispose of waste.

Circular systems aim to redesign this process so materials remain in use for longer and waste is minimized.

Plant-based materials help support this model because they can be produced using agricultural by-products that would otherwise be discarded.

Examples include:

• sugarcane bagasse used for biodegradable food containers
• wheat straw turned into packaging materials
• fruit waste transformed into plant-based leather alternatives

This approach creates a regenerative supply chain that benefits both the environment and rural economies.

Plant-Based Innovation in Fashion and Manufacturing

Beyond packaging, plant-based materials are transforming fashion and manufacturing industries.

The fashion sector has long relied on animal leather and synthetic materials derived from fossil fuels.

Now, innovative alternatives are emerging, including:

• Piñatex, made from pineapple leaf fibers
• cactus leather, derived from cactus plants
• apple leather, produced from apple processing waste
• hemp and bamboo textiles

These materials provide durable alternatives while significantly reducing environmental impact.

Automotive companies are also experimenting with bio-based interior materials, replacing synthetic plastics with plant fiber composites.

This demonstrates how the plant-based economy extends across multiple industries, not just food and packaging.

Environmental Impact and Ecosystem Protection

Reducing plastic pollution and fossil-fuel dependence also has important implications for global ecosystems.

Large natural environments such as the Amazon rainforest play a critical role in regulating climate and biodiversity.

Understanding these ecosystems — including the environmental importance discussed in Fascinating Amazon River Facts — highlights why reducing pollution and transitioning to renewable materials is essential.

Plant-based materials offer one pathway toward reducing environmental pressure on these fragile ecosystems.

Challenges in Scaling Plant-Based Materials

Despite their promise, plant-based materials still face several challenges.

One major challenge is infrastructure.

Biodegradable and compostable materials require appropriate composting systems to break down effectively.

Without the right waste management infrastructure, some bio-materials may still end up in landfills.

Another challenge is cost competitiveness.

While prices are gradually declining as production scales, plant-based materials can still be more expensive than traditional plastics in some markets.

Land-use management is another important consideration. Expanding demand for plant-based materials must be balanced with responsible agricultural practices to avoid unintended environmental consequences.

A Systems-Level Transition

The plant-based economy represents more than product substitution.

It signals a deeper transformation in how industries design and manufacture goods.

Instead of extracting finite resources, companies are learning to grow materials from renewable biological systems.

For businesses, investing in plant-based materials is both risk mitigation and opportunity.

Regulations targeting single-use plastics are expanding worldwide, and companies that adopt sustainable materials early position themselves ahead of regulatory changes.

For consumers, these changes may appear subtle — a compostable package, a plant-fiber product, or biodegradable packaging.

But collectively, they represent a fundamental shift in how the global economy produces and consumes materials.

Conclusion: Growing the Materials of the Future

The future of sustainability will not be built solely on reducing environmental harm.

It will be built on redesigning the systems that power our economy.

The plant-based economy offers a compelling vision of that future.

By transforming renewable biological resources into materials, textiles, and packaging, industries can reduce dependence on fossil fuels while building more regenerative supply chains.

Increasingly, the materials that shape modern commerce will not be extracted from the earth.

They will be grown.

Saurabh Tiwari

Sourabh is an SEO Specialist associated with The Sustainable Brands Journal, contributing to the platform’s mission of amplifying sustainability-driven narratives. He specializes in content optimization, search strategy, and organic growth within climate, ESG, and eco-conscious industries.

The post Plant-Based Economy: Beyond Food into Materials and Sustainable Packaging appeared first on The Sustainable Brands Journal.

What is Biodegradable Packaging?

Biodegradable packaging refers to materials that naturally break down into organic elements like water, carbon dioxide, and biomass with the help of microorganisms. Unlike conventional plastic, which can take hundreds of years to decompose, eco-friendly packaging made from paper, plant fibers, cornstarch, or bagasse decomposes much faster and leaves minimal environmental impact.

Many retailers are also adopting compostable packaging, which breaks down completely under composting conditions, making it one of the most effective green packaging solutions available today.

Why Retailers Are Switching to Sustainable Packaging

The shift toward biodegradable packaging for retail is driven by both environmental responsibility and business benefits.

1. Growing Consumer Demand
Today’s shoppers prefer brands that care about the planet. Studies show that customers are more likely to choose products with sustainable retail packaging, even if it costs slightly more.

2. Reduced Environmental Impact
Traditional plastic contributes significantly to landfill waste and ocean pollution. Switching to plastic alternatives for packaging helps reduce a brand’s carbon footprint and supports a circular economy.

3. Stronger Brand Image
Using eco-friendly packaging for eCommerce businesses not only protects the environment but also enhances brand perception. Sustainable packaging communicates responsibility, transparency, and long-term vision.

4. Future-Proofing the Business
With stricter environmental regulations emerging worldwide, adopting sustainable packaging materials now helps retailers stay ahead of compliance requirements.

Examples of Biodegradable Packaging in Retail

Many brands are already leading the way with innovative solutions:

• Paper-based mailers replacing plastic courier bags in eCommerce.
• Mushroom packaging used for protective cushioning instead of thermocol.
• Cornstarch-based biodegradable plastic packaging for shopping bags.
• Bagasse containers for food and takeaway packaging.
• Recycled kraft boxes for fashion, jewelry, and lifestyle products.

These examples show that sustainable packaging solutions for retail brands can be practical, cost-effective, and aesthetically appealing.

Biodegradable Packaging vs Plastic

The biggest difference lies in environmental impact. While plastic takes centuries to decompose and often breaks down into harmful microplastics, biodegradable materials return safely to nature. For retailers, this shift reduces waste, improves sustainability metrics, and aligns with consumer expectations.

Biodegradable Packaging Trends for 2026

The future of sustainable packaging is innovation-driven. Key trends include:

• Minimalist packaging to reduce material usage
• Plant-based and compostable materials
• Smart packaging that tracks environmental impact
• Custom eco-friendly designs for brand storytelling

As sustainability becomes a competitive advantage, retailers that invest early will stand out.

How Biodegradable Packaging Helps the Environment

By reducing landfill waste, lowering carbon emissions, and minimizing plastic pollution, biodegradable packaging plays a critical role in protecting ecosystems. For retailers, it’s more than an operational change, it’s a step toward responsible growth.

The Bottom Line

The transition to biodegradable packaging is no longer optional, it’s a strategic move toward a sustainable future. For modern retailers, adopting eco-friendly packaging means meeting customer expectations, strengthening brand value, and contributing to a healthier planet.

In the evolving retail landscape, sustainability isn’t just good for the environment, it’s good for business.

Saurabh Tiwari

Sourabh is an SEO Specialist associated with The Sustainable Brands Journal, contributing to the platform’s mission of amplifying sustainability-driven narratives. He specializes in content optimization, search strategy, and organic growth within climate, ESG, and eco-conscious industries.

The post How Biodegradable Packaging Is Transforming Retail (With Examples & Benefits) appeared first on The Sustainable Brands Journal.

The programme is structured to help students understand the factors that impact the environment while having fun and using their creativity and experiences to engage with the topic. It will be available in Jordan, the UAE, Kuwait and Bahrain. The objective is to reach 1,000 children by the end of 2026, with the aim of extending the programme to other countries and schools in the Middle East.

It aligns with Veolia’s GreenUp 2027 strategic programme, which aims to accelerate the deployment of concrete solutions to depollute, decarbonize and regenerate resources. It also supports ongoing local efforts within the Near and Middle East to enhance environmental awareness through targeted educational initiatives in schools.

The programme is named after Veolia’s motto of “Resourcing the World,” and spreads across five topics: Circular Economy and Waste Management, Water, Energy, Food Waste, and Climate Change. Each module is 40 minutes and is led by a cohort of experienced teachers, equipped with digital toolkits. The modules also include quizzes, videos, in-class and at-home activities, interactive workshops, and games to ensure enhanced participation and engagement from students.

Students will also have the opportunity to visit Veolia’s plants and sites involved in wastewater treatment and waste management, gaining firsthand experience in ecological transformation from the global leader in the field.

Education is a cornerstone of Veolia’s local engagement and a key part of its strategic plan. Through programmes like Junior Resourcers, Veolia is taking action to help future generations understand environmental issues and develop the skills needed to design, implement, and sustain solutions for a more sustainable future.

SBJ Author

The post Veolia launches digital education initiative to boost environmental awareness in schools across UAE, Jordan and Kuwait appeared first on The Sustainable Brands Journal.

· Landmark Leisure, in association with Emirates Red Crescent and Islamic Affairs & Charitable Activities Department, announces the 2025 edition of its annual ‘Share a Toy’ initiative

· The initiative is aimed at promoting the spirit of giving and instilling the values of kindness and generosity in children earlier in life

20th March,2025 Dubai, UAE: Landmark Group’s entertainment division, Landmark Leisure, and its flagship brand, Fun City, in collaboration with Emirates Red Crescent and the Islamic Affairs & Charitable Activities Department (IACAD), announce the 2025 edition of their annual ‘Share a Toy’ initiative. Following an overwhelming response in previous years, this Ramadan, Landmark Leisure once again invites residents to embrace the spirit of giving by donating toys to children in need. This heartwarming initiative encourages families to come together and make a meaningful difference in the lives of underprivileged children across UAE.

This heartfelt initiative is aimed at promoting the spirit of giving and instilling the values of kindness and generosity in children. Through the simple act of donating toys, families have the opportunity to bring joy to those in need. This gesture not only uplifts the morale of the recipients but also shapes young minds, teaching children the importance of empathy, compassion, and selflessness. Beyond benefiting the recipients, the initiative helps instill a sense of social responsibility by participating. The young donors discover that even small acts of kindness can ripple into a positive impact. This initiative plants seeds of moral awareness and a deep sense of responsibility, proving that together, we have the power to create brighter, more connected communities. Over the years, this initiative has grown into a beacon of hope, with donations soaring from 20,000+ toys in the last 3 years. The awareness campaign was introduced by Landmark Leisure across its brand portfolio: Fun City, Fun Block, Fun Ville, Fun Works, and Tridom.

Silvio Liedtke, Chief Executive Officer of Landmark Leisure, GCC & India, said, “Now more than ever, it is vital to cultivate kindness and empathy in the hearts of our future leaders – our children. At Landmark Leisure, we believe that every child deserves the joy of play, as it is essential for their overall development and well-being. The initiative has been running for close to half a decade, and it continues to inspire us as we see incredible participation year after year. We are extremely proud to carry this initiative forward this Ramadan as well, calling on everyone join us in making a difference and supporting this cause.”

Families can participate in the program by dropping off the pre-loved toys of their children that are in good condition at dedicated collection boxes at participating stores across the

Emirates. All donated toys will be distributed to children in need through Emirates Red Crescent. At Landmark Leisure, the children are encouraged to play as it is every child’s necessity and after the donation they can enjoy a reward of fun-filled day exploring a range of attractions, including Big Rides, kid-friendly rides, video games at the mall’s play area.

Landmark Leisure invites all patrons to come and support this worthwhile charitable cause and make a meaningful difference in a child’s life. Landmark Leisure, a leading player in the Family Entertainment Centre industry, operates 40 stores in the Gulf Cooperation Council and 36 stores in India.

For more information on the donation drive, please visit-https://funcityarabia.com/en-ae/page/share-a-toy

SBJ Author

The post Landmark Leisure’s ‘Share a Toy’ initiative is back; donate your preloved toys and partake in the joy of giving this Ramadan appeared first on The Sustainable Brands Journal.

• DIFC convenes more than 3000 industry leaders, 3000+ attendees, 100+ companies, 500+ investors, 100+ global speakers, 50+ countries to collaborate and share insights
• Event highlights UAE’s sustainable practices in decarbonisation and comprehensive financial mechanisms in the roadmap to achieving Net Zero goals by 2050
• Events sets the stage for signing of agreements in line with the commitment to transitioning to a sustainable economy

Dubai, UAE: 05 December 2024: Dubai International Financial Centre (DIFC), the leading global financial centre in the Middle East, Africa, and South Asia (MEASA) region, today welcomed more than 3,000 industry leaders, government officials, and sustainability experts to the 2^nd Future Sustainability Summit 2024. The event convened global experts to ideate, collaborate and inspire with insights, to accelerate the global transition towards a low-carbon, climate-resilient future, and showcase the UAE’s sustainable practices, specifically in the financial environment.

The first day of the Future Sustainability Forum showcased thought leadership in panel discussions on topics including facilitation and development of green financing mechanisms, enhancing stakeholder engagement for sustainable development, decarbonisation of the energy sector, prominence of building a circular economy, ESG reporting, and a roadmap to a sustainable 2025. The second day of the event will see industry-focused discussions surrounding innovation, digital transformation and smart cities.

The event attracted 100 global speakers from 50-plus countries, highlighting the importance of the UAE’s sustainability initiatives. Notable speakers at the event included H.E Eng. Saeed Ghumran Al Remeithi, Group Chief Executive Office, Emirates Steel Arkan (EMSTEEL), Eng. Yousif Al Ali, Chief Executive Officer, Etihad Water & Electricity (EtihadWE), Capt. Saif Al Mheiri, Chief Executive Officer and Chief Sustainability Office, Abu Dhabi Maritime and AD Ports Group, Yasser Zaghloul, Group Chief Executive Officer, National Marine Dredging Company (NMDC), Dr. Manfred Braunl, Chief Executive Officer, Porsche Middle East and Africa FZE, Dr. Bernd Van Linder, Chief Executive Officer, Commercial Bank of Dubai, Vijay Bains, Chief Sustainability Officer and Group Head of ESG, Emirates NBD, Oliver Philips, Regional Head of Sustainable Finance, Middle East and Africa, Barclays, and Jane Goodland, Group Head of Sustainability, London Stock Exchange Group.

Among the attendees were over 500 global investors, and more than 20 per cent of those investors represent funds with portfolios of USD100mn and above. This robust investor presence emphasised a strong focus on climate technology and renewable energy, underscoring the forum’s role in driving sustainable investment and actionable insights in these critical areas.

Alya Al Zarouni,Chief Operating Officer at DIFC Authority and Co-Chair of the Dubai Sustainable Finance Working Group, commented, “DIFC is committed to establishing synergies worldwide with governments, organisations, industries, investors and more, to drive the transition to Net Zero with sustainable finance mechanisms. The Future Sustainability Forum enables this transition through collaboration and knowledge sharing that inspires learning. Sustainability requires innovation, considerable finance, education, reporting, and capacity building. At DIFC, we are poised to reinforce our leadership in contributing to the UAE’s climate action strategies and economic development by driving the future of finance.”

Since the UAE ratified the Paris Agreement in 2016 to contribute to climate action, there has been considerable progress in transitioning the country to a more sustainable, climate-resilient, and low-carbon economy. The UAE’s Net Zero agenda is a long-term plan aiming to achieve the sustainable development goals within the country. As a result, sustainable finance has been gaining momentum evidenced by the growth in green bond issuance, implementation of key international and regional projects to foster sustainability and other decarbonisation initiatives within the finance sector.

Dubai – and DIFC – have championed efforts towards driving climate finance mobilisation in the region. At COP28, DIFC announced the launch of its Sustainable Finance Catalyst, a strategic initiative to grow sustainable finance flows from Dubai to USD100 bn by 2030. The future of sustainability lies in innovation, global collaboration, and the transition to a circular economy.

About Dubai International Financial Centre

Dubai International Financial Centre (DIFC) is one of the world’s most advanced financial centres, and the leading financial hub for the Middle East, Africa, and South Asia (MEASA), which comprises 77 countries with an approximate population of 3.7bn and an estimated GDP of USD 10.5trn.

With a 20-year track record of facilitating trade and investment flows across the MEASA region, the Centre connects these fast-growing markets with the economies of Asia, Europe, and the Americas through Dubai. 

DIFC is home to an internationally recognised, independent regulator and a proven judicial system with an English common law framework, as well as the region’s largest financial ecosystem of 43,800 professionals working across over 6,150 active registered companies – making up the largest and most diverse pool of industry talent in the region. 

The Centre’s vision is to drive the future of finance through cutting-edge technology, innovation, and partnerships. Today, it is the global future of finance and innovation hub offering one of the region’s most comprehensive FinTech and venture capital environments, including cost-effective licensing solutions, fit-for-purpose regulation, innovative accelerator programmes, and funding for growth-stage start-ups.  

Comprising a variety of world-renowned retail and dining venues, a dynamic art and culture scene, residential apartments, hotels, and public spaces, DIFC continues to be one of Dubai’s most sought-after business and lifestyle destinations. 

For further information, please visit our website: difc.ae, or follow us on LinkedIn and X @DIFC.

PRESS RELEASE

Prachi Bishnoi

Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.

The post DIFC Opens 2nd Future Sustainability Summit to Accelerate Global Transition to Low-carbon, Climate-Stable Future appeared first on The Sustainable Brands Journal.

Discover how UNS Vertical Farms is leading the way in sustainable urban farming in the UAE. Learn about their innovative practices, commitment to food security, and community-driven approach to creating a greener future.

About UNS Farms 

UNS Farms, a division of Speedex Group, is transforming urban food production in Dubai with sustainable, vertical farming. Established in 2018, it is the largest urban farm in the city, producing 1,000 to 1,500 kg of pesticide-free, nutrient-rich vegetables daily. By using hydroponics, UNS Farms conserves 90% more water and yields twice the produce per square meter. Committed to sustainability and community well-being, it also offers expertise in modernizing farm systems and urban agriculture solutions. UNS Farms brings fresh, local food to the UAE, supporting a healthier planet and future.

For more details, visit unsfarms.com

Mehlam Murtaza: Executive Director, UNS Vertical Farms

Mehlam Murtaza is the Executive Director of UNS Vertical Farms, part of Speedex Group, leading sustainable agriculture in the GCC. Established in 2018, UNS Farms leverages advanced vertical farming to provide fresh, locally grown produce year-round in the UAE.

Under Mehlam’s leadership, the farm specializes in high-quality fruits, vegetables, and microgreens while focusing on reducing environmental impact and promoting food security. With innovation and sustainability at its core, UNS Farms delivers fresh, nutritious produce 365 days a year.

With a focus on sustainability and innovation, Mehlam is driving a new era of agriculture that balances health, quality, and environmental stewardship.

To gain deeper insights into the impact and vision of UNS Farms, our Editor-In-Chief, Prachi Bishnoi, sat down with Mr. Mehlam Murtaza. In this conversation, he discusses his journey, the challenges faced, and the future of sustainability in Dubai.

Q.1 UNS Vertical Farms has become a leader in sustainable urban agriculture. Can you share what inspired you to pursue vertical farming and how it aligns with the environmental goals of the GCC region?

UNS Vertical Farms, a division of Speedex Group since 2018, is the pioneer leader in vertical farming in the UAE region. We are inspired with the idea of how we can provide fresh, nutritious, affordable food to urban populations while minimizing environmental impact.

We wanted to bring traditional agriculture to the urban lands with a twist of technology keeping our foundation in mind. Traditional agriculture requires vast amounts of land and water and is dependent on weather and the use of chemicals and pesticides. With vertical farming, we saw an opportunity to grow high-quality produce sustainably by using the Hydroponics technique and Controlled Environment Agriculture (CEA). We also reduce transportation, thereby cutting down on emissions and waste.

We align with the UAE’s sustainability goals, including reducing carbon emissions by 70% and water consumption by 30% by 2050, as well as the Green Agenda 2030’s commitment to sustainable resource use.

Ultimately, UNS Vertical Farms is driven by a vision to create a future where fresh, local food can thrive within urban landscapes, benefiting both people and the planet. 

Q.2 Vertical farming is known for its efficiency in resource usage, especially water. Could you explain how UNS Farms’ hydroponic system works and its impact on water conservation compared to traditional farming?

The reason for leveraging hydroponics technology in UNS Farms is that hydroponics is the cultivation of plants with water and nutrient solutions rather than soil. The roots grow into a liquid solution that is fortified with all the essential nutrients for healthy plants. It’s particularly transformative when it comes to water conservation. Unlike traditional farming, which wastes water through runoff and evaporation, our system recirculates water in a closed loop. Thus, we are able to use 90% less water than conventional farming. Every drop is accounted for, recirculated, and reused.  

Q.3 Food security is a significant challenge globally and particularly in the GCC. How does UNS Vertical Farms contribute to enhancing local food security, and what role does sustainability play in that mission?

The available land is steadily decreasing due to urbanization, deforestation, and soil degradation. At the same time, climate changes, and natural calamities like droughts to floods, make consistent food production increasingly challenging. At UNS Vertical Farms, we see ourselves as part of the solution to this challenge, providing fresh, nutrient-dense, and affordable produce all around the year – right here in the region. By leveraging technology-driven farming solutions with Controlled Environment Agriculture (CEA), we are transforming environmental challenges into opportunities for sustainable, localized food production. This approach can be implemented anywhere in the world.

Q.4 UNS Farms produces a wide range of pesticide-free, nutrient-rich vegetables. How do your farming practices support both environmental health and consumer wellness?

Our vertical farming practices are designed to support both environmentally healthy and consumer wellness. Our methods eliminate the use of harmful chemicals, and the produce we receive is as close to its natural state as possible. Additionally, we also conserve water.

We prioritize sourcing recyclable materials for our operations to ensure they can be repurposed at the end of their lifecycle. We collaborate with paper recycling plants to repurpose our cardboard and paper, minimizing waste. Additionally, we compost our organic waste, which is either reused as input for our farming or sold to local home gardeners for their use. This commitment to circular practices helps reduce our environmental impact and supports sustainable resource management.

We believe nourishment begins with how food is grown. Our vegetables are nutrient-rich and pesticide-free, offering a choice that’s better for both our customers and the planet.

Q.6 Could you talk about the decision to use urban spaces for farming and how UNS Farms is helping redefine the landscape of agriculture in urban settings?

Our decision to utilize urban spaces is laid in our name UNS ie. U-Urban N- Nutritious S-Sustainable Farming.

Urban farming minimizes the long-distance transport that conventional agriculture relies on, which not only reduces carbon emissions but also ensures that people get fresher food. Vertical farming enables greater quantities with the same available space.

At UNS Farms, we are redefining what agriculture can look like in urban settings that can produce vertically, which allows us to maximize space eliminating the dependency on natural climatic conditions. Thus, we can produce herbs, microfibers, edible flowers, etc all around the year.

Q.7 What challenges do you face in maintaining sustainability standards while scaling production, and how do you overcome them?

One of the key challenges we face in maintaining sustainability while scaling production is managing the energy consumption of our farms. Artificial lighting, climate control, and other necessary equipment require significant energy, and we have a vision to adapt to renewable resources for our consumption. Thus, we are also exploring more energy-efficient technologies for lighting and climate control. 

Q.8 With a growing population, urban agriculture is a vital solution. What are your future plans to expand UNS Farms’ impact on sustainable food production in the region?

A growing population has a growing need. But since we have limited resources we need the intervention of technology and have smart solutions to fulfill the requirements. Urban agriculture is a similar initiative with the ability to produce more with limited resources.
We act as a solution by increasing food production with optimal use of limited resources. Our plan is not just to produce but to lead a shift toward greener cities and food systems that are healthier, more resilient, and closer to the people they serve.

Looking ahead, one of our biggest plans is to expand our network of urban farms across the GCC region. We’re focused on setting up more facilities in key urban centers so we can meet the demand for fresh, local produce without relying on long supply chains.

By expanding our reach, innovating our methods, and engaging with communities, we hope to drive real change in how food is produced, consumed, and valued.

Q.8 How does UNS Farms engage with the local community to raise awareness about sustainable agriculture and the benefits of locally grown food?

We engage the community through farm visits and tours, offering students and local groups a hands-on understanding of how food is grown in a controlled environment, from seed to harvest. These experiences spark curiosity and appreciation for locally grown produce.

Through workshops, events like farmers’ markets and organic expos, and partnerships with schools and community organizations, we educate and empower people to make sustainable choices.

On social media, we share tips, recipes, and insights into our farming process, making fresh, local produce approachable and relevant to urban lifestyles.

Q.9 What advice would you give to other agricultural enterprises in the region aiming to adopt more sustainable practices?

For any agricultural enterprise looking to adopt more sustainable practices, my first piece of advice would be to start small and build from there. 

1. Adopt Smart Farming Technologies
2. Enhance Water and Energy Efficiency: Implement drip irrigation, water recycling, and renewable energy solutions to reduce environmental impact.
3. Collaborate for Innovation: Partner with research institutions and community groups to scale sustainable practices and share knowledge.
4. Educate and Inspire: Engage communities through workshops and awareness programs to promote sustainable farming and consumption habits.

Prachi Bishnoi

Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.

The post Redefining Urban Agriculture: Sustainable Farming with UNS Farms appeared first on The Sustainable Brands Journal.

Patacel: Harnessing Potato Waste for Sustainable Textiles

Every year, around 150 million tonnes of potato waste, deemed inedible and unsafe for composting, are either incinerated or pulverized, according to Fibe. This enormous waste stream presents a significant opportunity to shift fashion production toward sustainability. Patacel, the startup’s innovative fiber, could potentially fulfil 70% of the global demand for non-synthetic clothing, thus transforming waste into a valuable resource.

Environmental Benefits Outperforming Conventional Textiles

Fibe’s proprietary production process involves multiple biological and mechanical processes to extract fibers from potato waste without the use of harmful chemicals. Compared to cotton, Patacel requires 99.7% less water and emits 82.4% fewer pollutants. Moreover, it doesn’t require additional land for cultivation, providing a sustainable alternative that addresses resource strain, and lowering emissions. Unlike many eco-labeled textiles like hemp, Patacel’s chemical-free production process significantly reduces environmental impact, setting a new standard in sustainable material production.

High-Performance Qualities with Enhanced Comfort

Patacel offers many of the benefits found in traditional bast fibers, such as hemp, flax, and jute, which are derived from the woody stalks of plants. Patacel provides strength, and durability but has a distinct advantage of having a small diameter, making them exceptionally soft compared to alternatives like hemp or jute. Additionally, Patacel is naturally antimicrobial due to solanine, a compound found in potatoes, enhancing the material’s utility and appeal.

By tapping into an underutilized waste stream, Fibe’s Patacel holds the potential to shift the fashion industry toward a more sustainable future, reducing reliance on water, land, and environmentally costly materials. The development exemplifies the innovative solutions driving the next wave of eco-conscious fashion.

Subscribe to The Sustainable Brands Journal for more environmental news, stories, interviews, and updates.

Prachi Bishnoi

Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.

The post Revolutionizing Sustainable Fashion: Fibe’s Innovative Potato-Based Fiber Breakthrough appeared first on The Sustainable Brands Journal.

While everything around us turns up towards sustainability from a morning rise to a twinkling night. All the chores in everybody’s life are unanimously attached to sustainability. And there is nothing wrong with that because of the way people are facing pollution, global warming, and drastic climate change. Currently, in India, it’s already November and there is no calmness or softness in temperature. In India, we know that no one is ready to take the blame for any mishappening, so to stay away from such blame people are moving towards organic and sustainable products. In the youngsters (GenZ) population it is quite related to showing off, they might not know a lot but they want everything organic, eco-friendly, etc.

Green Shopping: Larger footprint on wallets

Starting from cereals, vegetables and fruits, etc. which is a necessity for every day in every family. In the real world almost everywhere all vegetables, and cereals are chemically oriented, few people come out of the world and give assurance of organic food and vegetables, etc. but we always analyzed that their prices are very high from the common products. So, people having less source of income will have less appetite if they turn totally towards organic foods. Currently, it is very much seen in fashion, the lifestyle of the rich people, or in very big brands that have a tag of assurance that the clothes in their brand are made from organically grown cotton; but this is also found in few exception premiums brands which are very costly. In a recent survey, it was found that around 65% of people always wish to buy products with a track record of sustainability but 20-25% want to buy in reality and the reason behind this is the high cost of such fascinating products and less money in the wallet. 

Green Shopping: Smart Spendings

The first and most convenient way to turn up for Sustainability is to go for E-commerce other than brick and mortar stores. As suggested by MIT, e-commerce has lesser carbon footprints rather than traditional approach of shopping. The most important part related to consumers is that we should prefer products that have disposable packaging and also can be recycled. Because the main source of emissions, pollution is from the consumer’s final products they are using and don’t litter the packaging items in a good manner and this was also claimed by HUL- a big FMCG company. Turning towards e-commerce has one more benefit, there is a huge reduction in the useless production of commodities.

Green Shopping provides two-way satisfaction both to the company as well as consumer; because the company can forecast their activities in sustainability reports and consumers are able to help in Environmental stewardship.

Consumers should always focus on quality rather than quantity because if they are using sustainable products (like good fabric clothes have high longevity), good brands cosmetics, and home appliances have a longer life than cheap products they are required to buy them once in a while which also helps in cost cutting as well as less emissions.

As Government is always spreading vocal for local, we should also follow this rule as we should buy most of the commodities from local as there is less transportation and ultimately less carbon emissions which leads to sustainable goals.

Choose foods very wisely whether in quality as well as quantity because in buffets in very luxurious restaurants also people waste a lot of food so always buy what an individual wants to eat and can be used later in other meal times rather than wasting it.

A simple yet impactful eco-friendly habit people can practice is taking reusable bags when shopping. These bags are often made from repurposed materials, such as old clothes, which not only make them cost-effective but also sustainable.

Subscribe to The Sustainable Brands Journal for more environmental news, stories, interviews, and updates.

Prachi Bishnoi

Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.

The post Affordable Green Shopping Tips: Sustainable Choices Without Breaking the Bank appeared first on The Sustainable Brands Journal.

Progress towards Legislation

Brazil’s legislative efforts on carbon emissions are longstanding, beginning as early as 2009. The most recent progress came in December 2023 when Brazil’s Chamber of Deputies passed a bill to regulate emissions. This legislation aimed at entities emitting over 10,000 metric tons of CO₂ annually. It excludes some high-emission agribusiness activities like fertilizer production. The bill is now under Senate review, where amendments may require it to be sent back to the Chamber for further deliberation.
Federal Deputy Arnaldo Jardim, an advocate for environmental policies, remains optimistic that the Senate could pass the legislation by the end of this year, despite delays from municipal elections. Jardim emphasized that the new law will require companies to meet obligatory carbon emissions targets rather than voluntary carbon credit trading.

Industry Resistance: The Agribusiness Sector

Brazil’s agribusiness sector, a major greenhouse gas contributor, has been hesitant to endorse the carbon market bill. Raphael Niemeyer from the São Paulo-based law firm noted challenges in accurately measuring net emissions in this sector as a primary reason for its reluctance. In 2021, agribusiness activities, including beef production and deforestation, accounted for approximately 74% of Brazil’s 2.4 billion metric tons of CO₂-equivalent emissions, according to Brazil’s Climate Observatory.

Aligning with Climate Goals

Brazil’s push for a carbon market aligns with its climate objectives to reduce greenhouse gas emissions by 50% from 2005 levels by 2030 and to achieve net-zero by 2050. Deforestation reduction efforts have already contributed to a minor decrease in overall emissions, underscoring the country’s commitment to its climate goals.

Learning from International Models

Brazil’s proposed framework draws inspiration from the European Union’s Emissions Trading System (EU ETS), which has become a global model for regulating emissions. By adopting a similar system, Brazil aims to introduce carbon pricing to help industries understand the financial impacts of emissions on their operations. While such systems can boost government revenues, relatively few countries have adopted these mechanisms, suggesting challenges in widespread implementation. Broad stakeholder engagement including industries, environmental groups, and indigenous communities, is crucial to gain support and address local environmental and social priorities.

Carbon Pricing in a Global Context

Global carbon pricing remains inconsistent, with significant disparities among countries. For example, carbon permits under the EU ETS are about six times more expensive than compliance prices in China, illustrating the variability in carbon costs worldwide.

Path towards regulated carbon market

Brazil’s regulated carbon market proposal is a crucial step toward achieving its climate goals. Although legislative and industrial challenges persist, a well-defined, adaptable emissions trading system has the potential to make Brazil a leader in South American climate policy, driving emissions reductions while balancing economic growth.

Subscribe to The Sustainable Brands Journal for more environmental news, stories, interviews, and updates.

Prachi Bishnoi

Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.

The post Brazil’s Push for a Regulated Carbon Market Amidst Political and Industry Hurdles appeared first on The Sustainable Brands Journal.