Advanced Media partners with DHL Express to cut carbon emissions

Broadcast Pro

04-03-2025

Advanced Media Trading (AMT), the distributor of professional video, photo, broadcast and cinema equipment and accessories in the MENA region, and DHL Express have joined forces to reduce carbon emissions through DHL's GoGreen Plus service. This initiative enables AMT to lower its emissions by 30% using Sustainable Aviation Fuel (SAF), a renewable energy source derived from sustainable materials that replaces traditional jet fuel. This step aligns with AMT's broader commitment to minimising its aviation carbon footprint and achieving net-zero emissions.
Since 2021, the company has cut its Solid Waste Landfilled GHG emissions by 25%, through strategic partnerships with waste management firms that specialise in recycling plastic, paper and steel, as well as food composting.
In addition, AMT has implemented a near-total ban on plastic bottles and bags in compliance with Federal mandates. Regular awareness initiatives have further contributed to its waste reduction efforts.
AMT's dedication to sustainability has been acknowledged with the Dubai Chamber of Commerce ESG Label, recognising its commitment to integrating ESG (Environmental, Social, and Governance) practices into daily operations. The company has also earned a Committed Badge in the EcoVadis assessment.
Speaking about the carbon emissions, Alaa Al Rantisi, Co-founder and Managing Director, Advanced Media, said: 'We recognise our social and moral responsibility in reducing our environmental footprint and achieving Net-Zero by 2050 as a UAE-based company. Advanced Media will continue to initiate and activate programmes and partnerships that raise awareness, highlight environmental and social concerns, and provide lasting solutions. It is always our mission to lead by example.'
Parnian Farnam, Head of CSR, added: 'We produced and published a comprehensive GHG emissions inventory report attributed to our operations within the UAE from 2021 to 2024. We relied on the UACA's eMission platform to compute and calculate the data. AMT has been a proud member of UACA and an active voice for the SMEs in the UAE. These verifications and certifications assure us that we are on the right track.'
AMT has achieved verification for its near-term science-based emissions reduction target from the Science Based Targets initiative (SBTi), reportedly making it the only media retailer globally to reach this milestone. The SBTi, a climate action organisation, supports companies and financial institutions in tackling the climate crisis.
Under this initiative, AMT has pledged to reduce Scope 1 and Scope 2 greenhouse gas (GHG) emissions by 42% by 2030, based on its 2021 baseline year, while also measuring its Scope 3 emissions.
AMT has actively pursued fleet electrification since joining the UAE Alliance for Climate Action (UACA). As the first SME to join UACA in 2023, the company participated in the Road 2.0 pilot during COP28 to accelerate sustainable transportation.
By 2024, AMT had converted 20% of its fleet to electric vehicles, with an ambitious goal of achieving 100% electrification by 2030.