The Coca-Cola Foundation Partners With Women-Led Saudi Tech Startup Lesser App And The Global Environment And Technology Foundation To Support Recycling Projects

The Coca-Cola Foundation (TCCF) and the Global Environment and Technology Foundation (GETF) have partnered with Lesser App, a pioneering technology solution developed by the Saudi women-led company Naqaa Solutions For Environmental Services, to help reduce packaging waste and improve waste recovery in the Kingdom. The partnership reflects TCCF's ongoing commitment to supporting impactful local initiatives that contribute to a more sustainable future.

This collaboration is part of a newly launched initiative, Partnership for A Circular Tomorrow (PACT) – with an initial US $1 million grant by TCCF that invests in solutions and service delivery models to uplift waste workers and scale growth-stage waste enterprises. The effort aims to use innovation to reduce waste and help transform lives across five countries, including Saudi Arabia.

As part of the initiative, Lesser App is leading the implementation of targeted PET plastic collection interventions across Riyadh and Jeddah. Key components include a door-to-door collection program, the establishment of four community drop-off centers, and the installation of PET plastic collection bins at six high-footfall mosques. Lesser App will also manage logistics, real-time impact tracking via its proprietary Sustainability Dashboard, and stakeholder coordination throughout the rollout.

Through this partnership, TCCF, GETF, and Lesser App will focus on raising environmental awareness, promoting responsible waste disposal, and driving large-scale PET plastic collection efforts throughout the Kingdom. The initiative directly supports Saudi Arabia's broader sustainability agenda and aligns with the ambitions of Vision 2030.

Saudi Arabia is one of the five countries included in the first phase of the PACT program, alongside Türkiye, Azerbaijan, Kazakhstan, and Uzbekistan.

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