FRANKFURT — GROHE, one of the leading German manufacturers of sanitary fittings, is planning to launch again this year "turn water into food" campaign in the Kingdom. During GROHE event that took place in Frankfurt, the company announced that it is also planning to launch several awareness campaigns in collaboration with the public and private sectors in the Kingdom to enhance society's awareness about the importance of reducing water consumption as well as the importance of environmental sustainability. "Turn water into food" campaign is focusing on saving water in the mosques through using water saving products of GROHE. The idea concentrates on what water saved at the mosques would be converted into boxes of food that would be given to the needed families in the society. The campaign was held in 2015 In Jeddah with the collaboration of the NGO Sharbatly Foundation. In 2014, it succeeded in saving around 3460 liters of water and transformed into 346 boxes of food. "Turn water into food", which is part of GROHE›s global water conservation program Water care, took place in Egypt, Turkey, and other countries in the Middle East region. The company's mission is to decrease the amount of water consumption globally year by year and to alter people's mindsets toward water saving and environment sustainability. Speaking to Saudi Gazette, Antoine Khalife, GROHE VP for the Levant and Gulf, said "this year we are planning to move forward again with turning water into food again. We are planning to take it one step further in 2017 to offer a bit more of what we did before." He explained that the company is planning to launch a lot of awareness campaigns, whether it is a joint collaboration with the government or private sector, to encourage water saving in Saudi Arabia and other countries in the region. According to Khalife, the average usage of water for individual in the Kingdom is much higher than any other country, specifically in a country where water resources is much less than other countries. "We need to run awareness campaigns about water saving and in addition to that, a lot of initiatives are focusing on sustainability as well as giving back into the environment," he added.
