In conversation with Nabil Ben Ayed

Group CFO Nabil Ben Ayed, in an exclusive interview with Thirty To Net Zero Magazine, said an average visitor attending for seven hours is expected to consume, “one shawarma and at least drink one coke. Just multiply that by 3.5 million people.

“That's pretty much how we figure out our order book since it's based on the mass. I'll say that six competitions went well in South Africa, Russia, and Brazil. So, we know how to handle such big events, and now it's the Middle East's turn. This is the first time that the habits have changed a little, but not that much. So, since it's more humid here than in Russia or South Africa, we have to pay more attention to water supply,” he added further.

He went on to say that the FIFA World Cup 2022 is an enormous event that would teach not only Qatar but the entire region a lot. After this, Qatar will be putting in a lot of effort to get ready for the Asian Games 2023, so that the lessons learned here may be incorporated into the next big event.

Prioritising The Health Quotient In The Food Delivered To FIFA Fans

Beginning in the 1960s, the Mezzan Group established a food production division. Known now as "Khazan," the company constructed the first facility in the GCC for mincing, mixing, and producing sharia-compliant meat products. In the years that followed, Group bought out KITCO, an early player in the region's potato chip industry, for the vast majority of its shares. Almost immediately, KITCO proved to be an important part of the portfolio, inspiring the growth of Mezzan's operations in accordance with a sustainable business model. Global powerhouses including Johnson & Johnson, Kimberly Clark, Reckitt Benckiser, General Mills, and GlaxoSmithKline have shown interest in this strategy. One-fourth of all global greenhouse gas emissions come from the production of food, making this a particularly important issue for the food and beverage (F&B) industry. This percentage is expected to rise if current trends continue because of the effects of a larger population and a more prosperous middle class; the affluent tend to consume more expensive, meat-based diets. By 2050, the World Economic Forum predicts, food demand would be 60 percent higher than it is today. Former national-level Tunisian diver, Ben Ayed hopes to see the demand being met sustainably. 

“Almost four years have passed since I have been part of this food processing industry and I have spent nearly two years planning this event. 

“Since the supplier's impact on the environment is crucial to our business, we require numerous things, including ISO certification for the environment, before adding them to our supplier file.

“If you're going to feed us something, we'll need proof that it's naturally fast, fruitful, and non-industrial. 

“A smaller and more manageable amount of plastic is used in packaging. We choose the package since it is reusable and recyclable in a typical setting. That is how we operate here. It's innate to who we are.”

Even with ample resources, F&B behemoths may prefer to focus on what they do best rather than scrambling to meet sustainability goals. By relying on third-party suppliers for dependable energy supply, management of multi-technical projects, and stringent control of operating expenses, food producers can improve their economic performance through outsourcing energy management services.

Most significantly, energy management companies have access to specialist analytical tools that can pinpoint problem areas, examine consumption trends, offer guidance on energy, electricity, and gas purchases, and boost operational efficiency.

Nabil Ben Ayed further elaborated on Qatar's plans to expedite green energy. 

“The Middle East also saw the world's hottest temperature a year ago. This is the message that nature is trying to send us, and we would do well to heed it. 

“We'll have to face that reality, unfortunately. So as we move to green energy ever, we modify our ideals, our culture, and our lifestyle. I'm not suggesting we should abandon modern comforts in favour of life in the Middle East's nomadic tribes, but I do think we need to strike a better balance between our needs and those of the natural world. 

“We really are targeting by 2050 that the effective percent output of power would come from solar energy. In Qatar, we plan to double the green output of solar energy for the next coming two years,” he said.

Sustainability is a team sport, so it's important to involve people all along the supply chain. The food and beverage sector, in addition to focusing on production process optimization, needs to consider decarbonising its entire value chain by switching to renewable energy sources. Reducing carbon emissions can be a primary goal in the pursuit of securing reliable power sources including solar thermal solutions, on-site generation, and others. Businesses that use renewable energy sources get a financial boost of between 0.3 to more than 7 percentage points compared to their competitors, according to a recent study.

Technology In The Mix

Custom high-tech solution to lowering one's carbon footprint is one example of the kind of service that can be outsourced. In this model, the energy services provider pays for the CAPEX while clients pay solely for the energy they consume. The EPC and energy performance risks are shifted to the service provider.

Such trends have gained much traction in recent years. Technology not only helps cut down on operational costs and time to market, but it also improves product quality. 

Explaining further on this line, Nabil said, “Technology is fascinating to me, and I agree that this is where green is heading in the near and distant future. If you don't have the necessary tools, you can't make improvements. 

“To illustrate, we are switching from plastic bottles to recyclable and biodegradable bottles in the packaging industry. We need the help of every scientist to think outside the box and develop environmentally friendly food packaging materials that can be used all over the world. 

“Therefore, we will employ the appropriate technologies at our disposal. Additionally, the government will eventually have to force everyone to make the switch to green energy, providing everyone with a chance to adopt an eco-friendlier lifestyle. That brings us to the present. And it is my sincere wish that you will make steady progress over the duration of the course. 

“A few years ago, we began discussing the possibility of using nanotechnology to build an emission-reducing production facility capable of offsetting 50% of our total emissions. By increasing the amount of transportation and decreasing the number of journeys, we are making efficient use of our transportation resources. 

“Currently, Thirty percent of the energy that the solar business generates at first is stored in some of our warehouses. So, this is what we gain from technological advancements, and the company's commitment to environmental sustainability.”

Traceability has become a major trend in the food sector as the origins of our food come under closer examination. The capacity to track a food item and its constituents as they travel up and down the supply chain is known as "traceability." Consumers can now scan a QR code to see where their food has been from "farm to fork" thanks to the emergence of blockchain as a reliable and efficient tracking system.

Apps like TooGoodToGo, Phenix, and Karma have emerged in response to the growing need to reduce food waste by connecting users with discounted, surplus food from nearby restaurants, bakeries, and supermarkets

Intensifying climate change discourse has resulted in a rise in calls to cut back on fossil fuel use, water usage, and carbon dioxide emissions. It would be difficult for even the most well-known companies in the food industry to implement a consistent decarbonization plan while still meeting their primary goals. 

Companies that provide energy services, may help close this gap by demonstrating a consistent ability to cut clients' energy consumption at substantially reduced rates.

The Way Forward 

The Middle East region has adopted a number of measures in line with global sustainability targets to address the threats posed by climate change to food systems. Before the next United Nations Climate Change Conference, the United Arab Emirates was the first in the area to make a net-zero pledge. Along with the United States, the United Arab Emirates launched the Agriculture Innovation Mission (AIM) for Climate to increase funding for research and development of agricultural technologies that account for climate change.

Saudi Arabia and Bahrain have both recently announced plans to eliminate all greenhouse gas emissions by the year 2060.

Reduced energy and water use are a direct result of retrofitting. Manufacturers may save costs and accelerate decarbonization by incorporating energy efficiency into factories, warehouses, and processing facilities.

Because of the critical nature of the situation, the area is promoting sustainable production and consumption practices and implementing agricultural methods that are both environmentally friendly and adaptable to changing climates. Almost half of all shoppers around the world take environmental impact into account when selecting food and drink, according to surveys.

Data analysis tools can be used to define and track against the metrics that are in line with the objectives of food manufacturing companies. Possessing such knowledge permits greater efficiency in the use of available assets.

Organizations will have a more solid grasp on their budgets, be better able to assess supply-side modifications, demand-side actions, and project performance, and be able to report on their progress toward their objectives.

Stadium 974 is a prime example of sustainability and the promotion of upcycling. The 974 refers to the total number of individual containers that were slated for the scrap yard around the world, with the number playing homage to the site's industrial history and the international dialing code for Qatar (+974).

Some of the containers housed stadium amenities such as bathrooms and concessions. The entire structure is to be dismantled and designed to be reassembled elsewhere; it was the first temporary venue in FIFA World Cup history, starting a new chapter in the 92-year history of the game.