For several years, Single Use Plastic (SUP) has somewhat dominated the region’s recycling landscape, with numerous campaigns highlighting its negative environmental impact and water bottles becoming synonymous with the fight for sustainability.  Since 2009, the UAE-based social enterprise Goumbook has been at the heart of such initiatives and was the driving force behind what became the nationwide campaign Dubai Can, endorsed by HH Sheikh Hamdan, Crown Prince of Dubai.  Recently, however, Goumbook has shifted its