Introducing ne’ma - the National Food Loss and Waste Initiative, a collaborative effort with the Ministry of Climate Change and Environment and Emirates Foundation. Our response to President Sheikh Mohamed bin Zayed Al Nahyan's call for action, ne’ma focuses on addressing over-consumption, building social norms around responsible consumption, and striving to reduce food loss and waste by 50% by 2030. We analyse behaviours, implement nudges for lasting change, enhance policies, and foster home-grown innovations to reduce waste. Additionally, we launch community awareness campaigns to mobilize collective action, ensuring that sustainability becomes a shared commitment for a brighter future. FBMG's Circular Economy Council oversees sustainability practices, providing consulting services to related sectors, including biofuel generation from used cooking oil or food waste. Join us in aligning with global goals and collectively working towards a more sustainable and responsible F&B industry.