Yousuf Fakhruddin, the Chief Executive Officer of Fakhruddin Properties/Image: Supplied
Fakhruddin Properties has successfully launched its pioneering 90:90 Waste Management initiative, which aims to divert 90% of construction waste from landfills in a span of 90 days. This initiative, the first of its kind in the UAE, was implemented at Trafalgar Central located in Dubai International City and has met its waste reduction objectives.
The program features in-building composting and waste-sorting facilities, in line with the UAE’s Net Zero 2050 agenda, Dubai Municipality’s plan to close landfills by 2027, and the Circular Economy Policy for 2021–2031.
Addressing Challenges
According to Yousuf Fakhruddin, the CEO, while the technology itself was not the primary hurdle, the main challenge was to encourage resident participation.
“The technical aspect was manageable. Our larger challenge was behavioral; there is often resistance to change,” he shared. “Some residents embraced it, others sought out information, some participated due to incentives, while a few remained indifferent.”
To tackle this, the company employed various strategies, including door-to-door campaigns and engaging children in the advocacy efforts. “When children ask adults to participate, the response tends to differ. They are advocating for their future,” Fakhruddin noted in an exclusive interview.
Incentives and Brand Identity
The initiative features a reward structure, including a “gold program” designed to motivate ongoing participation. However, Fakhruddin emphasizes that the true significance extends beyond mere cost considerations.
“What does your brand stand for? If you disregard your community, you risk building just a structure without substance. A brand that genuinely cares will implement such initiatives,” he asserted.
He pointed out that sustainability has become a distinguishing factor in Dubai’s real estate market. “We may not be a large developer, but we have established our name as synonymous with sustainability, which gives us a unique reputation that others lack.”
Expanding the 90:90 Model
Having demonstrated success at Trafalgar Central, Fakhruddin believes this model can be implemented throughout Dubai and the broader UAE. “We have successfully executed this in a central business district building in International City. If it works there, it can be replicated in other sites,” he stated.
The company aims to broaden the initiative across its full portfolio, with the objective of making waste segregation and recycling an instinctive practice for residents.
Fakhruddin also stressed the necessity of regulatory support to foster widespread adoption within the industry. “Without proper regulations, individuals will often do the minimum. Once regulations are established, there will be a shift toward more community-responsible behavior,” he explained.
The 90:90 Waste Management initiative not only positions Fakhruddin Properties at the forefront of sustainable development but also represents a significant step in the UAE’s journey toward comprehensive waste management and achieving net-zero emissions.
“Waste management shouldn’t be seen merely as an expense; it can be financially beneficial,” Fakhruddin concluded. “When executed on a larger scale with appropriate regulations and support, it has great potential to be profitable.”