TCCF, GETF Launch Recycling Projects in Middle East & Eurasia
The Coca-Cola Foundation (TCCF) and the Global Environment & Technology Foundation (GETF) have launched Partnership for a Circular Tomorrow (PACT), a new partnership platform, with an initial $1 million circular economy grant by TCCF that invests in solutions and service delivery models to accelerate the transition toward reducing packaging waste and improving waste recovery across the Middle East and Eurasia.
In 2025, the first phase of PACT is launching high-impact initiatives across five countries: Azerbaijan, Kazakhstan, Saudi Arabia, Türkiye, and Uzbekistan. These initiatives aim to uplift waste workers and scale growth-stage waste enterprises, supporting circular innovation, and transforming lives. Centrally managed by GETF and co-financed by TCCF, grants of $100,000 to $400,000 are being allocated to NGOs, social enterprises, and startups for each selected project.
“GETF is proud to partner with The Coca-Cola Foundation to help address critical waste management challenges in the Middle East and Eurasia,” says GETF CEO Monica Ellis. “The PACT fund aims to support innovation, improve waste recovery, and accelerate the transition toward a circular economy regionally, building scalable solutions for long-term environmental resilience.”
TCCF President Carlos Pagoaga adds, “We’re excited to launch PACT with our partners to drive circular innovation and improve waste recovery in the Middle East and Eurasia. Our goal is to create robust value chains, support informal waste workers, and drive innovations in waste management, ultimately paving the way for a cleaner, more sustainable future.”
NAQAA Solutions Partners in Saudi Arabia
In Saudi Arabia, TCCF and GETF have partnered with LesserApp, a recycling rewards app (available on App Store and Google Play) developed by the Jeddah-based women-led company NAQAA Solutions, to help reduce packaging waste and improve waste recovery in the Kingdom.
As part of the initiative, the app is leading the implantation of targeted PET plastic collection interventions across Riyadh, Jeddah, and the Eastern Province. These include community drop-off centres, installation of PET collection bins at mosques, besides door-to-door collection. LesserApp will also manage logistics, real-time impact tracking, and stakeholder coordination throughout the rollout.
The partnership will focus on raising environmental awareness, promoting responsible waste disposal, and driving large-scale PET plastic collection across Saudi Arabia, aligning with the Kingdom’s broader sustainability agenda and ambitions of Vision 2030.
