How The F&B Sector Can Drive Sustainability This Ramadan

Ramadan, the holy month of fasting and reflection, is a time of generosity and community. However, this spirit of abundance often results in significant food waste, particularly in the Middle East.  

According to research conducted by HSBC in 2023, food waste is a major concern in the UAE, where a staggering 38 percent of prepared food is thrown out annually. The percentage increases by 25 percent in Ramadan compared to other months, with individuals in the UAE producing 4.5kg of food waste daily, nearly double the 2.7kg generated on regular days. According to EcoMENA, cities like Abu Dhabi have reported staggering figures in the past, with 1,803 tons of food waste produced daily during Ramadan.     

This surge exacerbates environmental and economic challenges. Luckily, platforms such as eJaby, the pioneering marketplace I co-founded that reduces product overstock, emphasize the need for the F&B sector to lead efforts in promoting sustainability during this period. By adopting innovative strategies, leveraging technology, and educating consumers, F&B brands can turn food waste into an opportunity, not only during Ramadan, but also year-round.   

Understanding The Causes Of Food Waste During Ramadan   

Several factors contribute to the increase in food waste during Ramadan. Cultural norms encourage households and businesses to buy more food than necessary, driven by the desire to ensure ample supply for family and guests. This overestimation often leads to excess food that goes uneaten.     

The same goes for hotels that host extravagant iftar and suhoor buffets, which are common in the Middle East. While these displays reflect the region's hospitality and generosity, they often result in vast quantities of uneaten food thrown away at the end of service. Hosting during Ramadan is deeply tied to offering more than is needed. While this tradition embodies the spirit of giving, it inadvertently promotes waste when leftovers are not repurposed or donated.    

Across the board, both establishments and individuals contribute to the oversupply of food during Ramadan. To support the reduction in food overstock, it is important for strategies to be developed and implemented.    

Strategies To Minimize Food Waste   

In this digital world, there is a system for tracking all data types, including data-driven inventory management platforms. By analyzing historical sales data, F&B brands can predict demand more accurately during Ramadan. By adjusting purchasing and preparation accordingly, businesses can reduce overstock and minimize waste.    

Portion control initiatives are also something to consider when it comes to planning. Offering smaller, customizable portion sizes allows consumers to choose meals that match their appetite, reducing leftover food quantities. Further to the spirit of Ramadan, collaborating with food banks can also ensure that leftovers are used effectively. Regular pickups can streamline donations, ensuring that food reaches those in need.   

For example, The Address, Millennium, Sofitel, Grand Hyatt, Al Habtoor, and Hilton Hotels have partnered with the UAE Food Bank in the past to distribute surplus food to those in need. Alternatively, repurposing food for staff meals or transforming leftovers into new dishes can help reduce waste while saving costs.   

Of course, customer education and awareness are key to supporting such campaigns. F&B brands can launch campaigns that educate consumers about the environmental impact of food waste and the benefits of mindful consumption. Incentives, such as discounts or loyalty points, can be offered to customers who choose smaller portions or finish their meals.     

The Role Of Technology In Sustainability   

Technology plays a critical role in helping F&B brands monitor and reduce food waste. Scalable platforms, such as eJaby, serve as a blueprint, integrating with suppliers to manage inventory and track key sustainability metrics, such as carbon dioxide offsets per order, gross merchandise revenue, and waste-reducing logistical efficiencies through its app. 

F&B brands can adopt similar tools to streamline operations, track overstock, and measure their environmental impact. Personalized dashboards and predictive analytics can enable brands to make data-driven decisions, reducing waste while improving efficiency.   

eJaby’s model exemplifies how sustainability and profitability can coexist. By selling overstock food products at reduced prices, eJaby addresses the issue of excess inventory while making quality products accessible to consumers. This reduces waste and aligns with the UAE’s ambitious goal of cutting food waste by 50 percent by 2030. 

eJaby’s projected contribution of saving five million food products in four years highlights the potential of innovative approaches in achieving sustainability goals. These efforts demonstrate that waste reduction is not just an environmental imperative but also a financial opportunity.     

Consumer Education: A Key To Success   

As mentioned previously, educating consumers about sustainable practices is essential for reducing food waste. F&B brands can adopt strategies such as organizing workshops, sharing tips on minimizing waste, and providing clear data on how consumer choices impact the environment.     

It is essential to communicate sustainability efforts authentically. For F&B brands, transparency is key to building trust. Consumers are increasingly wary of greenwashing, where companies exaggerate their sustainability efforts. To counter this, brands must:     

• Share measurable results, such as the volume of food waste diverted or CO2 offsets achieved.     

• Align initiatives with global sustainability goals, such as the United Nations’ Sustainable Development Goal 12: Responsible Consumption and Production.     

• Highlight the social and environmental impact of their actions, especially during Ramadan, a time that emphasizes giving and reducing excess.     

Looking Ahead: Long-Term Strategies For F&B Brands   

Overall, sustainability should not be limited to Ramadan. In the short term, brands can focus on initiatives like donating unsold food and repurposing surplus ingredients. For long-term impact, creating online sales channels for overstock products can help reduce waste while fostering consumer awareness.  By tracking key performance indicators such as food overstock diverted from landfills and customer participation in sustainability programs, brands can continuously refine their strategies.     

Ramadan presents a unique opportunity for the F&B sector to embrace sustainability and lead by example. By implementing innovative waste reduction strategies, leveraging technology, and educating consumers, brands can align with the values of Ramadan while making a lasting environmental impact. As eJaby has shown, turning food waste into an opportunity is not only possible but also essential for a sustainable future.   

This piece is an edited excerpt from Consumer Behavior in Ramadan: A Deep Dive into Food, Sustainability, and Appliances, an in-depth whitepaper exploring the shifting consumption habits during Ramadan released by 7awi Media Group, the UAE-headquartered media house behind Inc. Arabia. Check out the full report by clicking here.  

About The Author

Menna Shahin is an award-winning entrepreneur and co-founder of eJaby, a sustainable e-commerce marketplace that reduces product overstock. With a background in pharmaceuticals from Ain Shams University, she transitioned into entrepreneurship to drive sustainability and social impact. Shahin also founded She Travels, a platform empowering women through travel and self-development, building a community of over 500,000 women. A TEDx speaker and global award winner, Shahin has been recognized by Reuters and the World Economic Forum for her contributions to sustainability and entrepreneurship. As a mother of two, she continues to lead eJaby with a vision for a greener future.