Raya Trade and Distribution and E‑Tadweer Partner to Promote Circular Economy Awareness and Safe E‑Waste Disposal in Mountain View Communities
As part of its commitment to corporate social responsibility and environmental awareness, Raya Trade and Distribution, a portfolio company of Raya Holding for Financial Investments, has partnered with E‑Tadweer and its affiliated initiative One Circle—a leading electronic waste recycling program established through joint funding from the European Union and the Government of Finland, under the United Nations Industrial Development Organization’s (UNIDO) Switch to Circular Economy Programme. Together, they implemented a series of awareness activities hosted by Mountain View for Development and Real Estate Investment across selected residential projects in Cairo.
The activities targeted Mountain View communities with the aim of promoting a recycling culture, encouraging individuals to dispose of outdated electronic devices safely and responsibly, raising public awareness of circular economy principles and sustainable consumption, and shedding light on the environmental challenges associated with electronic waste in Egypt.
Over the course of the four‑day campaign, the initiative recorded notable participation: more than 1,000 residents scanned the QR code to access the campaign’s awareness content, while downloads of the One Circle application exceeded 50% of total registered users.
During the events, Raya Trade and Distribution offered a range of incentive‑based promotions to participants in exchange for the safe disposal of their electronic waste through its subsidiaries, Raya Electronics and Raya Distribution. The incentives included discount vouchers from Raya Electronics, redeemable at Raya Stores and Raya Shop, in addition to special offers on coffee preparation machines from the renowned Italian brand De’Longhi, distributed by Raya Distribution as the brand’s official agent in Egypt.
This collaboration marks the launch of a broader, anticipated strategic partnership between Raya Trade & Distribution and the One Circle initiative, and represents an extension of the longstanding and constructive relationship between Raya Trade & Distribution and E‑Tadweer. Previously, Raya Trade & Distribution supported E‑Tadweer by leveraging its extensive branch network across Cairo and Giza to collect and aggregate unused and damaged electronic devices—including mobile phones and tablets—as part of its ongoing commitment to promoting environmental sustainability.