The Coca-Cola Foundation (TCCF) and the Global Environment and Technology Foundation (GETF) have partnered with Saudi Arabia’s women-led technology company Naqaa Solutions for Environmental Services to advance packaging waste reduction and recovery efforts in the Kingdom.
Through the company’s platform, Lesser App, the initiative will implement targeted PET plastic collection interventions in Riyadh and Jeddah. The project forms part of the newly launched Partnership for A Circular Tomorrow (PACT), supported by an initial US $1 million TCCF grant aimed at scaling waste enterprises and supporting waste workers across five countries, including Saudi Arabia.
Lesser App’s role includes operating a door-to-door collection service, setting up four community drop-off centers, and placing PET plastic collection bins at six high-footfall mosques. The startup will also manage logistics, track real-time progress through its proprietary Sustainability Dashboard, and coordinate with 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, The Coca-Cola Foundation.
The partnership aims to raise environmental awareness, encourage responsible disposal habits, and increase PET plastic recovery volumes. It supports Saudi Arabia’s sustainability agenda and aligns with Vision 2030 goals.
“As a women-led tech startup company, we are proud to play a central role in driving environmental change and empowering female leadership in the sustainability space,” said Mona Othman, CEO and co-founder of Lesser App. “This collaboration allows us to bring innovative, community-centric recycling models to life, from tech-enabled pickups to plastic collection, and demonstrate the value of inclusive approaches to solving environmental issues.”
Saudi Arabia joins Türkiye, Azerbaijan, Kazakhstan, and Uzbekistan in the first phase of the PACT program rollout.