The revamped call to action was unveiled by Sheikh Ahmed bin Saeed Al Maktoum, chairman of the Dubai Supreme Council of Energy and chairman of the Expo 2020 Dubai Higher Committee, on the first day of the Wetex and Dubai Solar Show 2021.

The UAE-based company’s brand strategy is anchored in a desire to generate positive economic, social, and environmental impact. Ducab has already started to recalibrate many of its own operations around sustainability. This includes a strategy for raw material procurement with a greater emphasis on local and regional sourcing. It also means that the company will be providing the most innovative and sustainable energy solutions available in the market today, which will all be developed in the UAE.

"Founded over 40 years ago, we grew rapidly with the radical transformation of the UAE and the wider Middle East region. During this time, we never stood still,” said Engineer Jamal Salem Al Dhaheri, Chairman of Ducab. “Our ambition took us to 45 countries around the world, and from under 100 employees to a global workforce of more than 1,400. As we seek to expand our business into new sectors and new geographies, our revitalised corporate vision and values set a clear direction for our next chapter of sustainable growth,”

Ducab’s strategic brand realignment comes at a time when the renewable energy sector is growing faster than ever, with the entire world focusing on mitigating climate change through decarbonisation.