UAE startup Nadeera receives $100,000 grant from PepsiCo to scale circular economy solution

PepsiCo has announced UAE-based startup Nadeera as the winner of the first iteration of its Greenhouse Accelerator Program: MENA Sustainability Edition.

The programme is a global, mentor-led accelerator programme that was 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 startups with innovative solutions focused on sustainable packaging and recycling, driving forward PepsiCo Positive (pep+) goals to help build a circular and inclusive value chain.

Nadeera was chosen following a rigorous judging process, and awarded a six-month PepsiCo mentorship programme. The startup will receive a grant of $100,000 and other benefits to scale its sustainable packaging solution and grow its business.

Nadeera is a social enterprise and its product ‘Yalla Return’, is the first ‘Trash for Cash’ system in the MENA region. It gives customers cash rewards based on the number of recyclables they turn in. The concept provides resident-centric, technology-enabled waste management solutions for municipalities and waste management authorities.

Additional benefits

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 programme concludes, as well as inclusion in the Arab Youth Startup Marketplace cohort and access to Arab Youth Council partners.

All startups that participated in the programme 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.

“Startups 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 which recognises 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 Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment.

“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 startups through our upcoming Greenhouse Accelerator program editions,” said Aamer Sheikh, CEO, Middle East – PepsiCo.

Aamer Sheikh, CEO Middle East, PepsiCo, tells Gulf Business about the MENA edition of the mentor-led Greenhouse Accelerator programme and its focus on sustainability@PepsiCoAMESAhttps://t.co/XdspUtTYvI

— Gulf Business (@GulfBusiness) October 29, 2022

 “We’re beyond excited to have been selected as the winners of PepsiCo’s Greenhouse Accelerator Programme. We recognise we were up against a pool of exceptional regional startups with a similar goals, 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 startup in the sustainability sector, we are trying to overcome many hurdles. From changing consumer mindsets to overcoming challenges related to capital, resources and networks – we have a long way to go,” said Rabih El Chaar, CEO and co-founder – Nadeera.