Aswaaq takes on community commitment

Expanding its pledge to communities throughout Dubai, Aswaaq—the leading UAE local brand with international standards—is continuing its focus on CSR and the environment with the signing of a memorandum of understanding with Desert Group, a premium provider of value landscaping and outdoor apparel. The memorandum will see the two companies work together to promote special events within local communities encouraging both city beautification and environmental sustainability.

Aswaaq has previously partnered with Desert Group in hosting special events at Aswaaq community centres in Umm Suqeim and Warqaa, and has voiced their intention of hosting future activities at other Aswaaq locations across Dubai.  Customers and residents of these areas will have the chance to learn more about their neighbourhoods while taking part in a wide range of sporting, cultural and social activities. Aswaaq and Desert Group will cooperate in organising and arranging sponsorship for these activities.

This most recent MoU will also see Aswaaq showcase the Desert Group’s select range of seasonal plants, organic soils and quality garden furniture in its stores, with Desert Group making an effort to equip special needs workers at Aswaaq with pre-employment training as well as rehabilitation and recreational programs.

In addition, Wafa Loyalty Cards will be issued for Desert Group employees as the two companies work to implement Wafa customer loyalty programs at Desert Group point-of-purchase locations, with Wafa customers benefiting from special offers and prices in Desert Group outlets.

“The MoU highlights our dedication to partnering with various companies and organizations in providing local communities with excellent services while taking responsibilities towards the environment seriously,” comments Yousuf Sharaf, Deputy CEO at Aswaaq. “Our agreement is further aimed at increasing Aswaaq’s capacity to serve as a genuine community centre for Dubai’s diverse and ever-expanding population.”

The two companies have actually demonstrated their commitment to the environment on a number of previous occasions, including the recent “Plant a Tree” campaign with Aswaaq employees and 40 special needs volunteers working together to protect and nurture landscapes in designated local areas.

Naseer Talib, CEO at Desert Group, expressed great enthusiasm when signing the agreement with Aswaaq. “We are proud to partner with Aswaaq as it is a great opportunity to help the communities we serve,” says Talib. “Both our staffs will benefit from collaborative projects as we exchange experiences and perspectives on environmental development in Dubai.”