The Coca-Cola Foundation (TCCF) and the Global Environment and Technology Foundation (GETF) have partnered with Lesser App, a women-led Saudi technology solution developed by Naqaa Solutions for Environmental Services, to reduce packaging waste and improve recovery rates in the Kingdom. The collaboration forms part of the Partnership for A Circular Tomorrow (PACT), a new program launched with an initial US $1 million grant from TCCF to uplift waste workers and scale waste enterprises across five countries, including Saudi Arabia.
As the local implementation partner, Lesser App will roll out targeted PET plastic collection programs in Riyadh and Jeddah. The initiative includes door-to-door pickup services, four community drop-off centers, and PET bins at six high-footfall mosques. Leveraging its proprietary Sustainability Dashboard, Lesser App will manage logistics, real-time impact tracking, and stakeholder engagement throughout the program.
Carlos Pagoaga, President of TCCF, emphasized that the foundation’s support reflects its commitment to empowering local organizations: “We seek to create robust value chains, support informal waste workers, and strengthen waste management solutions that ultimately pave the way for a more sustainable future.”
Mona Othman, CEO and co-founder of Lesser App, highlighted the company’s pioneering role: “As a women-led tech startup, we are proud to bring innovative, community-centric recycling models to life and showcase the value of inclusive approaches to solving environmental challenges.”
The program aims not only to drive large-scale PET plastic recovery but also to raise public awareness, promote responsible waste disposal, and support Saudi Arabia’s sustainability goals under Vision 2030. Alongside Saudi Arabia, PACT’s first phase includes Türkiye, Azerbaijan, Kazakhstan, and Uzbekistan, with the broader ambition of fostering circular economy practices globally.
