UAE based start-up Nadeera receives $100,000 grant from AIWF Global Partner PepsiCo to scale circular economy solution

UAE based start-up Nadeera receives $100,000 grant from AIWF Global Partner PepsiCo to scale circular economy solution 10 October 2022

Nadeera is the winner of PepsiCo’s MENA Greenhouse Accelerator Program, selected from a pool of 10 regional start-ups shortlisted earlier this year.

AIWF and our Global Partner PepsiCo are committed to supporting women-led innovation in the area of food security, sustainable agriculture and sustainability, which are key to the region’s realization of the Sustainable Development Goals (SDGs) for 2030. AIWF is therefore delighted to congratulate PepsiCo on the recent announcement that it has awarded UAE-based start-up Nadeera as the winner of the first iteration of its Greenhouse Accelerator Program: MENA Sustainability Edition following a rigorous judging process, and a six-month PepsiCo mentorship program. Nadeera will receive a grant of $100,000, as well as a host of other benefits to scale their sustainable packaging solution and grow their business.

Nadeera is a social enterprise that leverages technology to promote waste sorting at source. Its product ‘Yalla Return’, is the first Trash for Cash system in the MENA region which gives customers cash rewards based on the quantity of recyclables they turn in. The concept provides resident-centric, technology-enabled waste management solutions for municipalities and waste management authorities. In their presentation to the judges, Nadeera demonstrated consistent revenue growth since participating in the program and a strong pipeline to scalability in their concept within the next six months.

The winner was announced at the closing event held at the Museum of the Future following pitches and a product showcase by each start-up. In attendance was Her Excellency Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment, Aamer Sheikh, PepsiCo Middle East CEO, as well as an esteemed judging panel including Medea Nocentini, the Senior partner and COO of Global Ventures, Dr Lina Prada, Director of Application Development & Industry Solutions within the Technology & Innovation Department at SABIC, Tammer Qaddumi, Co-Founder of VentureSouq, Mohamed AlHosani, Chief Sustainability Officer at BEEAH Group, Yasmin Fansa, Sustainability Lead for PepsiCo MENA and Butti Almuhairi, Member of the Arab Youth Council for Climate Change.

In addition to the prize fund, the winner will receive an annual family Viya Fitness and Leisure pass courtesy of Food Tech Valley to enjoy once the program concludes, as well as inclusion in the Arab Youth Startup Marketplace cohort and access to Arab Youth Council partners. All start-ups that participated in the program received a grant of $20,000 and one-on-one mentorship from PepsiCo and Food Tech Valley executives over six months, who guided them on everything from research and development to business models, marketing, and fundraising.

The Greenhouse Accelerator Program is a global, mentor-led accelerator program that launched in MENA in November 2021. The first iteration, in partnership with the UAE Ministry of Climate Change and Environment and Food Tech Valley, sought to identify regional start-ups with innovative solutions focused on sustainable packaging and recycling, driving forward PepsiCo Positive (pep+) goals to help build circular and inclusive value chain.

“Start-ups have always been known to rise to the challenge, innovate fearlessly, and break the mould, particularly in the face of rising global challenges like sustainability. The Ministry of Climate Change and Environment is delighted to support PepsiCo’s Greenhouse Accelerator Program that recognizes the potential of startups in making the food and beverage sector more sustainable. The initiative aligns with the UAE’s drive to shift towards a circular economy and is another example of how great ideas can come through open innovation & collaboration”, said Her Excellency Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment.

“The Greenhouse Accelerator program is a significant milestone for PepsiCo as we work towards building a positive value chain and prioritizing circularity through PepsiCo Positive (pep+). The region has set an example in placing sustainability at the top of the agenda at major events like Expo 2020 Dubai, COP27, the Saudi Green Initiative and the upcoming COP28, sparking critical discussions with players at different levels to effect systemic change. We are delighted to partner with the UAE Ministry of Climate Change and Environment and the Food Tech Valley for this program edition as we work together to drive the circular economy agenda in the region. This is a great example of how open innovation and collaboration can create value for multiple stakeholders. We’re excited to see the positive change Nadeera will bring to sustainability in the region and look forward to creating opportunities for more promising start-ups through our upcoming Greenhouse Accelerator program editions”, said Aamer Sheikh, CEO, Middle East – PepsiCo.

“We’re beyond excited to have been selected as the winners of PepsiCo’s Greenhouse Accelerator Program. We recognize we were up against a pool of exceptional regional start-ups with a similar goal, passion, and capabilities, and are very grateful for this recognition. The financial support as well as the mentorship from the last several months will help us grow our business in ways we couldn’t have envisioned before the program. As a start-up in the sustainability sector, we are trying to overcome many hurdles. From changing consumer mindsets to overcoming capital, resources, and network challenges, we have a long way to go. Thanks to the nature of the start-up ecosystem in the region there is potential for more unicorns and the regulatory environment is more supportive than ever before. Multinational companies, the public sector, and start-ups have a lot to gain from each other, and we hope more programs like PepsiCo’s Greenhouse Accelerator can bring us together and help foster a nurturing environment for groundbreaking innovation,” said Rabih El Chaar, CEO & Co-founder – Nadeera.


For more information on the Greenhouse Accelerator Program please visit Greenhouse Accelerator Program, and follow PepsiCo MENA Greenhouse on  LinkedIn