Wednesday 16 / July / 2025
Ibri: The student-led company "Greenova" from the University of Technology and Applied Sciences in Ibri has achieved a breakthrough by extracting raw materials as alternatives to plastic and advanced health products from the mesquite tree (Prosopis juliflora).
This pioneering step merges green economy principles with biotechnology, embodying Omani innovation and sustainable entrepreneurship. The company has emerged as a leader in transforming what was long considered a "harmful plant" into a hub of environmental and industrial innovation.
Badr Said Al Azizi, CEO of Greenova, stated: "With over two years of experience in innovation and entrepreneurship, the company has established a national and global reputation by developing a mesquite-based alternative to plastic. This material is stronger, cheaper, shatterproof, and more heat-resistant."
He noted that the material's high efficiency has been validated by a credible report from the Plant Therapy Research Laboratory in China, supervised by leading scientists, reinforcing the innovation's credibility and the product's robustness.
He added: "Greenova didn’t stop at eco-friendly manufacturing; it also discovered medicinal and health properties in the tree. By extracting compounds from mesquite leaves, the company has revolutionised the healthcare sector by producing 100% natural hair wash, body wash, and soap derived from a local tree. This Omani-made product meets global standards, competes in international markets, and offers a safe, healthy alternative to existing options."
The CEO emphasised that Greenova has achieved remarkable milestones in a short time. Sales of its plastic alternative raw material have captured 40% of the Omani market in a single transaction, with a net daily profit of 35%, reflecting the project's economic viability and environmental sustainability. This success followed extensive efforts, including a strategic agreement with the Department of Agriculture, Fisheries and Water Resources in A’Dhahira Governorate to utilize mesquite tree waste—which previously required millions of riyals in annual public tenders for disposal. Thus, an environmental burden has been turned into an economic opportunity, positioning Greenova as a model for circular economy practices.
On his turn, Elias Abdullah Al Hatmi from Greenova highlighted the company’s participation in numerous entrepreneurial events, such as Startup Weekend and national and international hackathons, where it secured first place in 2025. The company also competed in Qatar’s 2024 "Start of Science" championship and reached the finals of Oman’s Injaz exhibition in 2025. Notably, Greenova won incubation support from Oman Chamber of Commerce and Industry in A’Dhahira under the "Dhakira Innovates" initiative, cementing its strong presence in sustainable innovation and entrepreneurship.
Al Hatmi explained that Greenova stands out by utilizing a traditionally harmful plant (mesquite) as a beneficial industrial and health resource. The company produces a more efficient, cost-effective plastic alternative, extracts natural materials for high-quality health products, generates strong profits, and creates new economic opportunities. By collaborating with government and private entities, Greenova supports sustainability goals and maintains high competitiveness in local and global markets, serving as a successful model for green economy practices and turning challenges into opportunities.
