Coca-Cola Foundation backs Saudi women-led tech startup in push to reduce packaging waste

SAUDI ARABIA – The Coca-Cola Foundation (TCCF) and the Global Environment and Technology Foundation (GETF) have partnered with Lesser App, a Saudi women-led technology solution developed by Naqaa Solutions for Environmental Services, to combat packaging waste and boost waste recovery rates across the Kingdom.

The partnership forms part of Partnership for A Circular Tomorrow (PACT), a newly launched initiative supported by an initial US$1 million TCCF grant.

PACT focuses on uplifting waste workers, scaling waste-management enterprises, and using innovation to tackle the growing waste challenge in five countries: Saudi Arabia, Türkiye, Azerbaijan, Kazakhstan, and Uzbekistan.

Under the Saudi rollout, Lesser App will spearhead targeted PET plastic collection drives in Riyadh and Jeddah.

The program will introduce a door-to-door pickup service, establish four community drop-off centers, and place PET collection bins at six high-footfall mosques.

The company will also oversee logistics, real-time impact monitoring via its proprietary Sustainability Dashboard, and coordination between stakeholders.

“Our support for Lesser App reflects our commitment to the Kingdom and the importance of empowering local organizations to drive more innovation and improve waste recovery,” said Carlos Pagoaga, President of The Coca-Cola Foundation.

“We aim to create robust value chains, support informal waste workers, and back solutions that make a lasting impact in waste management.”

Founded by environmental entrepreneur Mona Othman, Lesser App combines tech-enabled waste pickups with community-driven recycling models.

The company’s approach is designed not only to increase recycling rates but also to promote environmental awareness and encourage responsible disposal habits.

“As a women-led tech startup, we are proud to play a central role in driving environmental change and empowering female leadership in the sustainability space,” Othman said.

“This collaboration allows us to bring innovative, community-centric recycling models to life and showcase the value of inclusive approaches to solving environmental issues.”

Saudi Arabia has set ambitious sustainability targets under its Vision 2030 agenda, including efforts to divert waste from landfills and build a circular economy.

Plastic waste, particularly PET bottles, remains a key environmental challenge in the Kingdom, with consumption rising alongside urban growth.

Initiatives such as PACT aim to address these issues by integrating technology, local entrepreneurship, and corporate funding into scalable solutions.

The Coca-Cola Foundation, the philanthropic arm of The Coca-Cola Company, has supported similar projects worldwide, often focusing on water stewardship, waste reduction, and community development.

The Saudi partnership signals a growing emphasis on local innovation as a driver of environmental progress in the Middle East.

Subscribe to our email newsletters that provide busy executives like you with the latest news insights and trends from Africa and the World. SUBSCRIBE HERE