The Nova SIRC partnership took shape on April 8, 2026, when Health Water Bottling Company, owner of the bottled water brand Nova, signed a memorandum of understanding with the Saudi Investment Recycling Company (SIRC). SIRC is a wholly owned subsidiary of the Public Investment Fund (PIF) and operates as a national body focused on recycling infrastructure and circular economy development.
The agreement targets four key areas: Reverse Vending Machine (RVM) initiatives, recycling awareness campaigns, circular economy programs, and waste diversion projects. Together, these efforts aim to raise national recycling rates, improve material recovery, and reduce environmental impact across the Kingdom.
Nova SIRC Partnership Goals and Scope
Under the MoU, both parties will jointly explore initiatives to cut waste and increase resource efficiency. The collaboration also targets progress toward a more circular economy in Saudi Arabia, in line with the country’s Vision 2030 sustainability targets.
Suleyman Serdar Seyhanli, CEO of Health Water Bottling Company, said the agreement marks a significant step in the company’s sustainability efforts. He noted that Nova has already introduced bottles made from 100% recycled plastic (rPET) to reduce CO2 emissions.
“This partnership with SIRC marks a significant milestone in our sustainability journey. As a leader in the bottled water industry, we recognize our responsibility to support Saudi Arabia’s transition to a circular economy. By aligning with Vision 2030 and collaborating with SIRC, we aim to enhance recycling, waste reduction, and environmental stewardship.”
Suleyman Serdar Seyhanli, CEO, Health Water Bottling Company
Tree Planting and rPET Bottle Initiatives
Beyond packaging, Nova is working with the National Center for Vegetation Cover Development and Combating Desertification (NCVC) on a tree-planting program. The company plans to plant 200,000 trees by 2030, with the first phase already underway at Se’ed National Park, located near Nova’s bottling plant.
Seyhanli said this program reflects the company’s focus on long-term environmental impact and a greener future for Saudi Arabia. The rPET bottle rollout and the tree-planting effort represent two concrete steps the company has taken ahead of the broader MoU framework.
SIRC’s Role in Building National Recycling Infrastructure
Ahmed Aljouhani, Chief Business Development Officer at SIRC, said the company is focused on building a strong national recycling network. He described partnerships with consumer brands as essential to that mission.
“SIRC is committed to building a robust national recycling ecosystem, and partnerships with industry leaders such as the Nova brand are essential to achieving that mission. Through this collaboration, we will work together to develop impactful recycling initiatives, enhance material recovery, and drive public-private cooperation that strengthens the Kingdom’s circular economy.”
Ahmed Aljouhani, Chief Business Development Officer, SIRC
SIRC’s mandate covers the development of recycling infrastructure at a national scale. Its involvement in this MoU signals a push to bring private-sector consumer brands into the Kingdom’s broader sustainability framework.
Alignment with Saudi Vision 2030 Sustainability Targets
Both organizations framed the MoU as a long-term commitment to support رؤية السعودية 2030 goals. The agreement covers public awareness campaigns and waste diversion projects designed to shift consumer behavior and reduce landfill dependency.
The Reverse Vending Machine initiative, one of the four focus areas, would allow consumers to return used plastic bottles at designated collection points. This type of deposit-return mechanism is widely used in Europe and is being explored as a tool to increase collection rates in the Kingdom.
Nova’s move to formalize its recycling commitments through a PIF-backed entity reflects a broader trend among Saudi consumer brands seeking to align operations with national environmental policy ahead of 2030 deadlines.
