A groundbreaking initiative is reshaping Ramadan traditions across the United Arab Emirates as families leverage the holy month’s communal spirit to instill sustainable food practices in younger generations. This movement addresses the longstanding pattern of excessive food preparation during Iftar that frequently results in substantial waste.
Parenting expert Ola Bishara, an ICF-certified coach and mother of four, emphasizes that Ramadan presents a unique educational opportunity. “The convergence of family gatherings during Iftar and Suhoor creates natural teaching moments about gratitude, resource management, and compassionate sharing,” Bishara explained.
In a strategic partnership with food delivery giant Deliveroo, Bishara has launched an innovative awareness campaign distributing 5,000 educational flyers to households across key Dubai communities including HOP Downtown, HOP JLT, HOP Motor City, and Editions locations in Hessa and Mirdif. These materials accompany grocery deliveries, strategically reaching families during their food preparation activities.
The comprehensive guide features 26 practical recommendations organized under six thematic pillars: understanding food origins, collaborative meal planning, appropriate portioning, proper storage techniques, creative leftover utilization, and charitable giving. The initiative aims to transform typical dining scenarios into meaningful learning experiences that extend beyond Ramadan.
Taghrid Oraibi, Deliveroo Middle East’s Head of Communications, characterized the program as “accessible and family-focused,” designed to convert everyday meals into impactful educational opportunities while fostering environmental consciousness.
This grassroots movement aligns with broader national sustainability efforts. Ne’ma, the National Food Loss and Waste Initiative, recently served as Food Waste Reduction Partner for Taste of Dubai 2026 (February 6-8), implementing their Zero Food Waste Events framework. Since 2024, collaborative efforts across Taste festivals have successfully diverted over 1,820 kilograms of food waste from landfills through awareness campaigns and creative repurposing strategies.
The coordinated approach between household education and large-scale event management supports the UAE’s comprehensive strategy to minimize food waste and embed responsible consumption into daily life, demonstrating how cultural traditions can evolve to address contemporary environmental challenges.