In an effort to address the pressing challenges of environmental sustainability and social responsibility within the Fast-Moving Consumer Goods (FMCG) sector, Milad Rouhana, Managing Director for the Middle East, Africa, and Pakistan regions at Perfetti Van Melle (PVM), has launched a comprehensive sustainability initiative, the company said.
PVM, known for its popular brands such as Mentos, Chupa Chups, Smint, and Fruittella, aims to pioneer a shift in corporate responsibility practices under Rouhana’s leadership.
According to the company, this initiative marks a significant pivot in PVM’s operational ethos, with a clear focus on sustainable development goals. Rouhana’s strategy encompasses a holistic approach to sustainability, integrating it into every facet of the company’s operations, from raw material sourcing to packaging and distribution processes.
A key component of Rouhana’s sustainability agenda is fostering collaborative efforts. By mobilizing PVM’s extensive resources and network, the initiative seeks to introduce and implement sustainable practices throughout its supply chain. This includes enhancing resource efficiency, reducing environmental footprints, and promoting ethical sourcing.
The initiative also recognizes the importance of active community engagement. Rouhana has committed to establishing partnerships with local organizations and supporting environmental causes, aiming to leverage PVM’s industry position to benefit not only the business but also the communities within its operational footprint.
Rouhana's forward-thinking approach reflects a deep-seated belief in the potential of the FMCG sector to contribute positively to global sustainability and social welfare challenges, said the company. By leading this sustainability drive, Rouhana and PVM are setting new benchmarks for corporate leadership and responsibility in the sector.
This initiative comes at a critical time as the FMCG industry faces increasing scrutiny over its environmental and societal impacts. Rouhana’s leadership in this domain is poised to inspire a broader industry-wide movement towards more sustainable and responsible business practices, signalling a hopeful direction for the future of the sector.
