Tadweer Group expands global footprint with strategic waste-to-energy push

Abulwahed Juma, Executive Director of Communication & Awareness at Tadweer Group, is at the forefront of translating complex Waste-to-Energy projects into compelling narratives that resonate across borders. As the UAE’s leading authority in waste and resource management, Tadweer is now taking its expertise beyond national borders, using strategic communication to shape global conversations around circular economy and sustainable energy.

Making waste-to-energy relevant to global audiences

“When it comes to Waste-to-Energy, the starting point is always relevance,” says Juma. “While the technology can be highly technical, we shape the story around a future with cleaner cities and long-term environmental benefits to help the community understand why it’s so important for us to do our part. We frame waste as an un-utilised resource, not a burden, and anchor our storytelling in real-world impact based on credible data.”

He emphasises the link between communication and behavioural change. “Showing the public how and why their actions matter is critical. When you connect this to clear ambitions such as diverting 80 per cent of waste from landfill by 2030, the narrative becomes meaningful for both business and audiences globally.”

A strategic milestone in Australia

Tadweer Group’s Joint Development Agreement in Australia represents the organisation’s first anchor investment outside the UAE and marks a strategic shift in its international positioning. “This agreement shows that we are not only a national leader in waste and resource management, but an organisation whose experience and mindset can deliver value in international markets,” explains Juma.

He adds that Australia offers a “strong global reference point,” demonstrating that a UAE-based organisation can partner, compete, and grow in mature and demanding environments. “It changes the narrative from being recognised for what we have built at home, to being trusted for what we can contribute globally. Waste and resource challenges are not unique to one country, and the experience developed in the UAE can deliver meaningful impact internationally.”

Communicating brand values in global partnerships

Juma highlights the importance of clarity and consistency when engaging internationally. “We are clear about what Tadweer Group stands for and why we exist: unlocking value from waste in a way that delivers real environmental and social impact. Waste-to-Energy sits within a wider system that includes landfill diversion, recycling, and extended producer responsibility (EPR). Consistency in how we communicate these principles is essential, ensuring our sustainability vision is clearly understood and maintained across every partnership and market.”

Tadweer Group actively reframes Waste-to-Energy as a solution, not merely a disposal method. “We position it as a practical response to two global challenges: rising waste volumes and growing energy demand,” says Juma. “Our communication focuses on outcomes: diverting waste from landfill, reducing emissions, and generating reliable energy that supports long-term resilience. This reframing helps decision-makers, businesses, and communities see Waste-to-Energy as part of a broader solution for sustainable growth and energy security.”

Drawing on Tadweer’s domestic experience, Juma notes that trust and transparency are crucial. “Large-scale infrastructure requires public and stakeholder confidence, which is built through clear communication and awareness. Our Waste-to-Energy projects in Abu Dhabi and Sharjah provide strong proof points that demonstrate both environmental and economic value. These lessons feed into our wider projects internationally, allowing us to address misconceptions early and demonstrate tangible outcomes rather than theoretical benefits.”

Juma envisions communication as a strategic driver for Tadweer Group’s global expansion. “It will play an increasingly important role in thought leadership, reputation building, and stakeholder confidence across diverse markets. Strong communication ensures Tadweer Group is recognised not only for operational excellence, but also for shaping global conversations around circular economy, sustainable waste management, and energy resilience.”