Imperial Brands utilised its platform as a Diamond Sponsor of the 2022 MEADFA Conference in Bahrain to raise further awareness of its sustainability journey.

Within the exhibition area, the company showcased a sustainably produced booth that served to underline ‘the company’s commitment to a better climate’.

It is just one part of Imperial’s refined global ESG strategy, which launched earlier this year.

Aligned with the United Nations’ Sustainable Development Goals, it revolves around three pillars: Healthier Futures, Positive Contribution to Society, and a Safe and Inclusive Workplace.

During the event, delegates were being encouraged to spin a wheel to win one of a number of sustainable prizes, including an insulated cup, wireless charger, earphones or notebook and pen.

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At the same time, they had the chance to enter a prize draw for a holiday to Athens.

The lucky holiday winner, announced at the end of the conference, was Nestlé ITR Key Account Manager Hanno Hellwig.

During the industry gathering, the company also took the chance to highlight the importance of the Middle East region to its Davidoff brand.

“The Middle East has always been a vital market for the tobacco category and a core focus for Imperial Brands,” said Tobias Baude, Imperial Brands Global Duty Free & Export Head of Corporate and Legal Affairs.

“The conference enabled us to meet with many business partners, colleagues and industry friends to discuss and share plans to help drive growth in this region.

“Tobacco continues to be a driver across travel retail and that means we have a unique opportunity in the Middle East.

“This is an opportunity which Imperial Brands is uniquely positioned to help capitalise on with our cross-category portfolio, ensuring we can provide what consumers require, from cigarettes, fine cut, rolling papers and cigars, to snus and next generation products.”