Woodly and BIRD Launch a New Reusable Drinkware System, Setting a Fresh Standard for Circular Hospitality

Abu Dhabi, UAE / Helsinki, Finland – October 2025

In a region known for setting global benchmarks in luxury, innovation, and sustainability, Finnish-British material innovator Woodly and UAE-based Bird Collaborative are launching the ambitious Woodly Reuse & Recycle Concept, an initiative designed to reshape how hospitality approaches reuse, recycling and environmental sustainability.

 

In this partnership, the companies will pilot the first Woodly-made reuse and recycle drinkware collection across selected hospitality venues in the UAE during 2026, combining elegance with circularity. The model is designed not as a one-off initiative but as a replicable framework for reuse and recycling, tailored for hotels, resorts, food service brands, and event operators. 

From Single Use to Smart Use

This collaboration merges Woodly’s patented carbon-negative, wood-based recyclable material technology with Bird Collaborative’s regional expertise in sustainable operations and its ocean-cleaning impact model.  Bird Operates with a mission-driven approach: for every order placed, 1 KG of plastic waste is removed from the UAE Ocean.

Woodly, creator of the carbon negative bioplastic made from wood, brings its patented, recyclable material technology designed to replace fossil plastics in both reusable and recyclable applications without compromising quality or aesthetics. Bird, operating at the intersection of sustainability and hospitality design, contributes its deep regional network, market insight, and execution power. 

“The UAE has already positioned itself as a global pilot hub of sustainability and circularity,” said Kenneth Lindfors, Managing Director of Woodly. “Partnering with Bird allows us to bring a tangible, scalable solution that fits the region’s ambitions and helps leading hospitality brands move from sustainability talk to real impact.” 

 

Why the UAE?

The UAE luxury hospitality sector, home to world leading destinations such as Emirates Palace, Jumeirah, and Atlantis The Royal is undergoing a transformative shift. With the country’s Net Zero 2050 commitment and initiatives like Dubai Can (reducing single-use plastic bottles) and Abu Dhabi’s Re:Use campaign, the region is actively championing waste reduction and circular solutions. The hospitality industry, representing over 1,200 hotels and millions of annual guests, is now one of the most visible and influential arenas for sustainability innovation. 

A study by Dubai Tourism found that more than 60% of hotel guests in the region prefer brands with visible sustainability practices. Yet the industry continues to rely heavily on fossil-based, disposable packaging and service items. 

The Woodly x Bird Collaborative concept addresses this by delivering reuse systems and recyclable materials that maintain the luxury experience guests expect while dramatically reducing carbon emissions. 

 

A Model for Scalable Change

“Hospitality in the UAE sets trends for the world,” said Nabil Mhanna, CEO of Bird Collaborative. “By combining Woodly’s innovation with our local insight and network, we can help leading brands demonstrate real sustainability leadership; not just compliance, but pride and purpose in doing better.”

The long-term goal is to extend the reuse model to additional applications across retail, events, and food service sectors throughout the MENA region.

 

A Circular Future Made Real

Each reuse cycle and recycling loop powered by Woodly® materials contributes to measurable CO₂ reductions of up to 80% compared to fossil-based plastics. The collaboration will also explore local recycling ecosystems to ensure the material remains within a circular loop. 

This partnership embodies what both companies stand for: innovation that feels good, performs better, and does better for the planet. 

 

About Woodly

Woodly is a Finnish-British material technology company behind the world’s first carbon negative, recyclable plastic made from wood. The company’s patented technology enables the replacement of fossil plastics in both single-use and reusable applications. Learn more at www.woodly.com. 

About Bird Collaborative

Bird Collaborative (The Bohemian General Trading) is a UAE-based sustainability and design-driven company partnering with global innovators to accelerate circular solutions in the Middle East. Learn more at www.mybird.com. 

 

Media Contact:

Woodly
carita.valve@woodly.com

Bird Collaborative
hello@mybird.com