Our Story

The journey of our firm began in 2012. After living in Dubai for a couple of years, I wanted to contribute positively to the community I had come to know as home. Always interested in ESG (Environmental, Social, and Governance) issues, I started this business as a platform to drive positive change. We initially set out as a trading firm, focused on promoting environmentally responsible alternatives to the harsh solvents and chemicals typically used in facilities management and the cleaning sector. We noted not only the harm these substances pose to our environment but also the risks to the people who use them and, in some cases, to the inhabitants of those environments.

As they often say, to truly pursue a cause, you need to have skin in the game. This moment came for me a few years after our inception, following the birth of my first child. This personal milestone drove renewed efforts to expand our presence in a meaningful way, resulting in the formation of what we today consider our core principles: respect for the environment, respect for people, and a focus on quality. Remaining committed to these principles has often required sacrificing short-term economic opportunities, but we have continued to do so without hesitation.

In practical terms, this means for example choosing products based on environmental standards and efficacy rather than cost. We also prioritize the well-being and livelihood of our staff over pure economics, recognizing and demonstrating that these are investments that pay off both from an ESG perspective and economically in the long run. Fortunately, our key partners shared this vision, and their continued support allowed us to prove that concept, helping us expand and grow our business over the years.

Today, in addition to our initial trading business, we have an expanded presence in facilities management, providing cleaning and maintenance services for our niche corporate client base. More recently, we have been excited to cautiously expand into the retail space as well, again targeting a niche client base that values the quality and principles we uphold.

I would like to take this opportunity to express our sincerest thanks to everyone who has supported and helped us get to where we are today, including first and foremost our clients, staff, and suppliers. We are excited to continue driving positive change in the industry and the UAE, and to continue expanding our presence and client base in a selective way.

ALI MOHRI – CEO