“We Care”…
The Creed of Afaq Al-Bi’ah Company that Brings Together Environmental Responsibility and National Leadership
Amid the major transformations taking place in the Kingdom of Saudi Arabia toward a more sustainable and innovative economy, leading national companies have emerged, contributing to this direction through impactful initiatives and responsible investments. Among these entities is Afaq Al-Bi’ah Company, which has, over the years, become a national model for delivering integrated environmental solutions that contribute to achieving the objectives of Saudi Vision 2030 and reinforce the concept of the circular economy.
In this exclusive interview with Harvard Business Review Arabia, the CEO of Afaq Al-Bi’ah, Amin Mohammed Ali, speaks about his professional journey and leadership path, his vision for building a sustainable environmental ecosystem, and how the company’s slogan “We Care” has evolved into a strategic approach that reflects national commitment and pioneering thought in environmental protection.
1. Could you briefly walk us through your professional journey? How has your leadership style evolved over the years?
My professional journey has been rooted in the principle of transforming challenges into value-added opportunities. I began my career in vital sectors such as steel manufacturing, shipping, fuels, manufacturing industries, and mining—experiences that helped refine my leadership skills, develop my strategic vision, and deepen my understanding of the real environmental challenges facing industrial activities in the Kingdom.
Over time, my interest in environmental sustainability and the alignment of business with national development goals grew, which led me to transition into the environmental services sector and assume leadership of Afaq Al-Bi’ah.
My leadership style has evolved from a focus on execution to one centered on empowerment and innovation. I believe leadership is not merely about management, but about inspiring and enabling others to create impact and build teams capable of driving positive change that extends to both society and the environment.
2. Tell us about Afaq Al-Bi’ah and its services. What market gap were you aiming to fill?
Afaq Al-Bi’ah was founded with a clear and ambitious vision: to deliver world-class environmental solutions tailored specifically to the needs of the region, responding to the market’s need for an entity that combines global technical expertise with deep understanding of local challenges and regulations.
We have kept pace with the development of the environmental ecosystem in Saudi Arabia since its early stages—from the General Presidency, to the Presidency of Meteorology and Environment, and later the establishment of specialized national centers under the Council of Ministers’ decision in 2019.
Our services include a wide range of integrated consulting and operational solutions that meet local market needs and extend to neighboring regions and global markets. These include developing carbon footprint management strategies for organizations, products, and projects (including greenhouse gas inventories, carbon reduction planning, and energy efficiency improvement), alongside sustainability and ESG services such as framework and policy development, disclosure reporting, and life cycle assessment (LCA/S-LCA) to support data-driven decision-making.
We also provide environmental and social impact assessment studies (EIA & ESIA), rehabilitation and restoration studies for degraded areas, environmental auditing and compliance reviews, risk assessment, and environmental emergency response planning.
In addition, we deliver industrial and hazardous waste management solutions covering collection, transportation, treatment, and safe disposal, with a strong focus on recycling, waste valorization, investment in waste, and diverting waste away from landfills.
We offer specialized services in the management of carbon ash and high-risk asbestos in accordance with the highest safety standards, as well as rapid response to environmental emergencies on land and at sea, including containment of oil and chemical spills and protection of surrounding ecosystems from pollution.
Our expertise also extends to marine and coastal studies, including environmental surveys, coral relocation, biodiversity monitoring, marine pollution tracking, hydrodynamic modeling, pollutant dispersion, and thermal dispersion of cooling water.
We invest in the latest recycling and resource management technologies, making us a trusted partner for industrial entities and government agencies in achieving sustainability goals.
3. Your slogan “We Care” has become widely recognized in the sector. What does it represent to you?
For us, “We Care” is not just a slogan—it is an expression of our deep commitment to society and the nation. We care about every detail that affects people and the environment. We care about the quality of the air we breathe, the water we drink, and future generations who deserve to inherit a clean and safe environment.
We view environmental protection as a religious and national duty before it is a professional responsibility. This principle guides our decisions and investments and ensures that every project we undertake carries an impact that goes beyond numbers to values.
4. What role do technology and innovation play in your operations?
Innovation is the cornerstone of our operational model. At Afaq Al-Bi’ah, we adopt a continuous development approach across all our consulting and service solutions to meet evolving market needs and align with the latest technological and knowledge-based advancements in environmental and sustainability fields.
We use advanced digital systems to monitor emissions, air and water quality, as well as Geographic Information Systems (GIS) and remote sensing technologies for environmental site assessment and data management.
We also operate a modern fleet of transport vehicles equipped with digital tracking systems and smart environmental sensors, enabling real-time monitoring of emissions, safety levels, and vehicle movements. In addition, we operate advanced mobile laboratories that conduct on-site analyses with speed and accuracy, allowing for immediate, data-driven decision-making.
Our operations cover all regions of the Kingdom through an integrated operational network that enables rapid response and high-efficiency service delivery across both industrial and environmental sites.
5. Empowering national talent is part of your national commitment. How do you put this into practice?
We believe that empowering national talent is the foundation of true environmental transformation. Based on this belief, we established the Afaq Al-Bi’ah Training Center to ensure the transfer of applied, practical knowledge accumulated over nearly two decades.
The center aims to qualify national competencies in the fields we believe are essential to achieving a sustainable development model aligned with the Kingdom’s direction and Vision 2030 objectives—namely environment, safety, energy, and sustainability.
Through specialized training, we enable trainees to acquire essential knowledge and gain exposure to the latest technologies and field equipment, enhancing performance efficiency and reinforcing the localization of knowledge and technology.
In parallel, we support and empower national initiatives and innovations in environmental and energy sectors—whether from Saudi startups or young national talents—by providing financial support, mentorship, guidance, and pathways to success.
6. What are the key challenges you faced in expanding the company, and how did you overcome them?
One of the main early challenges was the market’s perception of environmental services as a costly obligation rather than a strategic investment. We overcame this through continuous awareness efforts and by delivering tangible results that demonstrated how sustainability creates real economic value.
We also faced challenges in keeping pace with rapid regulatory developments, which led us to establish a dedicated regulatory affairs department and attract highly qualified national professionals. On the technology front, we invested in strong international partnerships to localize innovative environmental solutions aligned with Vision 2030.
For us, challenges were not obstacles, but platforms for growth and for refining the company’s institutional thinking.
7. How do you see the future of the environmental services sector in the region?
The sector is undergoing a major strategic transformation at both regulatory and technological levels, driven by evolving market needs and government commitments to carbon neutrality, as well as international obligations related to climate change, combating desertification, biodiversity conservation, and protection of endangered species.
We anticipate accelerated—but qualitative—growth in demand for sustainability services, including disclosure reporting, environmental and social performance strategies across economic activities, waste management with a focus on recycling and material recovery, and emissions reduction solutions.
Digital transformation in environmental monitoring and impact assessment, along with the development of circular economy models, will be critical. The future belongs to companies capable of innovation, adaptation, and delivering measurable outcomes that demonstrate the true value of sustainability.
8. What are your future aspirations for Afaq Al-Bi’ah?
Our ambition is for our leadership in environmental consulting and services to have a tangible impact on developing the sector locally and regionally, and to be an active contributor to achieving the Kingdom’s Vision 2030 objectives and its national initiatives.
We also seek to expand into renewable energy and smart environmental monitoring, and to export Saudi environmental expertise and innovation to the region and the world, while launching intellectual and technological initiatives that position the Kingdom as a regional hub for environmental innovation.
9. What message would you give to entrepreneurs aspiring to enter the environmental services sector?
I advise them to view the environment as an opportunity, not a challenge. This sector rewards those who combine innovation, responsibility, and ethics, and who understand that environmental protection is not merely a business activity, but a national and humanitarian commitment. Staying committed to the goal and believing in the mission is what makes the difference.
We Care
At Afaq Al-Bi’ah, we believe that sustainability is not a temporary objective but a way of life, and that environmental protection is a religious and national duty before it is a professional responsibility.
From this belief, our slogan “We Care” was born to express our identity: we care because we believe true impact extends to both people and the environment. We care because we see every project as an opportunity to shape a greener future driven by awareness and responsibility. Afaq Al-Bi’ah proudly stands as part of this national transformation toward sustainable development.
