UAE’s S.S. Lootah Group and Dubai Events and Promotions (DEPE) will organize the EPIC Sustainable Living Expo, the Middle East’s first consumer show designed to promote eco-friendly products and services on June 22-24 at The Dubai Mall.

Mr. Abdullah Saeed Lootah, CEO of S.S. Lootah International, said: “The united efforts of all who contribute to the EPIC initiative in achieving its noble goals come in line with the vision and guidance of the UAE leadership. The UAE has been an international leader in overcoming environmental challenges through practical and effective solutions.”

“The EPIC sustainable living expo is first of its kind in the region as it targets the general public and specifically the eco-conscious consumers who are friends of the environment. However, what makes EPIC a more distinct model is the continuous commitment we witnessed by various government agencies and private corporations and their spirit of perseverance and optimism that prevails among all as a team,” added Mr. Abdullah Lootah.

In his address, Mr. Lootah offered his appreciation and gratitude to all EPIC supporters including the Ministry of Environment & Water, Dubai Police, Dubai Municipality, Dubai Chamber of Commerce, Bee’ah and Dubai TV. He further commended the partnership with the Department of Economic Development, Government of Dubai, Dubai Events & Promotions, Dubai SME, Dubai FDI and The Dubai Mall.

Ms. Laila Suhail, CEO of Dubai Events and Promotions Establishment, the government entity that is supporting EPIC, said, “This initiative is a wake-up call for all to realise the importance of environmental sustainability and its impact on our lives. We are delighted to be supporting EPIC in the Sustainable Living Expo that will be held in the first week of Dubai Summer Surprises 2011. As one of the region’s best known events, DSS will give EPIC a platform to reach out to a wider audience and convey the messages of eco-living.”
EPIC stands for ‘Eco-Wise, Progressive, Intelligent Consumer’, “UAE residents realize the importance of consuming responsibly and EPIC will present an ideal platform to learn more about the products, services and outreach programs for a more responsible and sustainable lifestyle,” said Ms. Tracy Fast, EPIC Dubai Show Manager.

Ms. Tracy added that the EPIC Sustainable Living Expo includes a variety of showcases to satisfy all tastes and interests. “It covers Fashion & Accessories, Food & Beverage, Leisure & Travel, Home & Garden, Health & Beauty, Business & Technology, Transportation, and Government.”

The EPIC Dubai programme includes EPIC Talks delivered by inspiring leaders to entertain and engage, EPIC Sights that offer visually enticing experiences of human ingenuity in tackling climate change, EPIC Sounds that bring local and international musical acts to an ecologically aware platform and EPIC Eco-Fashion Shows that put a sustainable and fashionable foot forward down the Dubai Mall catwalk. Renowned chefs will create dishes from organic and free-range produce at EPIC Cooking Stations, while the EPIC Kids corner will feature eco-arts and crafts, interactive games and toys.

“Hosting EPIC Dubai at The Dubai Mall underscores our commitment to partner with initiatives that strengthen community awareness about sustainable development. The expo, which integrates eco-business and entertainment, will offer an unprecedented opportunity for our visitors to pursue a ‘green’ lifestyle by interacting with eco-friendly suppliers, and in turn contributing to the global efforts aimed at combating climate change and conserving our environment,” said Mr. Nasser Rafi, Chief Executive Officer, Emaar Malls Group.