The Coca-Cola Foundation (TCCF) and the Global Environment and Technology Foundation (GETF) has collaborated with Saudi Arabia’s women-led tech startup Lesser App to tackle packaging waste and improve waste recovery across the Kingdom.
Lesser App, developed by Naqaa Solutions For Environmental Services, is a homegrown technology platform driving innovation in recycling and sustainability. The new partnership forms part of the recently launched Partnership for A Circular Tomorrow (PACT), which comes with an initial US $1 million grant from TCCF. The programme aims to uplift waste workers and expand growth-stage waste enterprises across five countries, including Saudi Arabia.
“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. 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,” said Mona Othman, CEO and co-founder, Lesser App.
As part of the rollout, Lesser App will lead targeted PET plastic collection campaigns in Riyadh and Jeddah. Plans include a door-to-door collection service, four new community drop-off points, and PET plastic collection bins installed at six high-traffic mosques. The company will also oversee logistics, monitor results in real time through its Sustainability Dashboard, and coordinate between stakeholders to ensure smooth implementation.
“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. We seek to create robust value chains, support informal waste workers, and support solutions in waste management, ultimately paving the way for a more sustainable future,” said Carlos Pagoaga, President, The Coca-Cola Foundation.
Through this partnership, TCCF, GETF, and Lesser App will work to raise public awareness around environmental responsibility, promote correct waste disposal habits, and drive large-scale PET plastic collection. The project supports Saudi Arabia’s environmental priorities and aligns with Vision 2030’s sustainability goals.
Saudi Arabia joins Türkiye, Azerbaijan, Kazakhstan, and Uzbekistan as one of the first five countries to benefit from the PACT programme.
