BMW Middle East names Osama Sherif as new head of corporate communications

Osama Sherif
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Updated 29 August 2021
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BMW Middle East names Osama Sherif as new head of corporate communications

BMW Group Middle East, responsible for BMW and MINI business operations across the region, has announced the appointment of Osama Sherif as its new head of corporate communications with effect from Sept. 1.
Based at the regional office in Dubai, Sherif will be responsible for overseeing all BMW Group’s communication brands, ensuring external and internal audiences are engaged via a range of content across multiple platforms. He succeeds Silke Brigl, who will be taking on a role as the general manager of UK Plants Communications at BMW Group UK.
He joins the organization following an eight-year career in communications at award-winning agencies, where he managed several automotive brands, including BMW Group Middle East, as well as overseeing accounts for several technology brands.
His previous role was senior manager of consumer communications at Talabat Middle East — a company part of the Berlin-based Delivery Hero SE.
Born and raised in Qatar, Sherif moved to the UAE to earn his bachelor’s degree in marketing from the American University of Sharjah.

BACKGROUND

Born and raised in Qatar, Sherif moved to the UAE to earn his bachelor’s degree in marketing from the American University of Sharjah.

Dr. Hamid Haqparwar, managing director of BMW Group Middle East, said: “We are thrilled to appoint Osama Sherif as our new head of corporate communications at BMW Group Middle East.
“Having worked with us throughout different stages of his career, we have no doubt that Osama will become a valuable key member of our team. He is a highly ambitious and creative professional who is well versed with the BMW Group brands in the region and fully understands what we are aiming to achieve.
“His knowledge of the industry is excellent and along with his experience, passion and commitment, his attributes will be vital in telling our stories to new and current audiences across the region.”


More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Updated 14 January 2026
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More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%

Following a strategic technology-scouting framework led by Universal Materials Incubator, the National Agricultural Development Company has entered into a partnership to launch large-scale field trials of EF Polymer, marking a significant step in deploying deep-technology solutions to strengthen the Kingdom’s food and water security.

The collaboration initiates field trials of EF Polymer’s proprietary solution — a 100 percent organic, biodegradable powder that performs like a “soil battery” upcycled from food waste. Engineered to address water scarcity in arid and semi-arid regions, the material can absorb up to 50 times its own weight in water and gradually release moisture directly to plant roots. This mechanism has the potential to reduce irrigation water use by up to 40 percent, while enhancing crop yield and long-term agricultural productivity.

Beyond water efficiency, EF Polymer improves nutrient retention by minimizing fertilizer leaching, thereby reducing overall fertilizer requirements. After approximately one year in the soil, the material fully biodegrades into organic carbon, organic matter, and trace nutrients such as magnesium, calcium, and nitrogen — contributing directly to improved soil health and long-term fertility.

The solution is affordable, easy to apply, and suitable for a wide range of crops, making it viable both for individual farmers and for industrial-scale agricultural operations such as NADEC’s. 

EF Polymer has already achieved significant commercial adoption across multiple global markets, including Japan, the US, India and Turkiye, where it is actively used by farmers and agribusiness operators to improve water efficiency, soil health, and crop resilience under varying climatic conditions.

Its organic credentials are certified by OMRI and Ecocert, reinforcing its alignment with sustainable and regenerative agricultural practices.

The stakes for this alliance are high. By 2030, global freshwater demand is projected to exceed supply by 40 percent. In Saudi Arabia, the challenge is localized but intense: the agricultural sector alone consumes approximately 11.4 billion cubic meters of water annually. This partnership underscores NADEC’s commitment to adopting innovative, scalable technologies that conserve natural resources while supporting resilient food systems across the Kingdom.

Mohamed Al-Rajhi, VP of supply chain sector at NADEC, said: “Strategic agriculture today requires a long-term commitment to soil health and resource circularity. NADEC is leading the shift toward regenerative practices that restore our natural capital rather than merely consuming it. By diversifying our crop portfolio and investing in closed-loop nutrient management, we are insulating our operations against global price volatility and environmental shifts.”

“We are aggressively deploying AI-driven irrigation systems and satellite-based crop monitoring to optimize every drop of water and every hectare of land. This strategic pivot toward agri-digitization allows us to mitigate climate risks in real-time while significantly reducing our carbon footprint. Our commitment to sustainability is our greatest competitive advantage, ensuring that NADEC remains the cornerstone of the Middle East’s agri-food sector for decades to come. These trials focus on strategic scalable crops like wheat and olive trees to ensure the future of the Kingdom’s food security is both sustainable and locally rooted,” he added.

Strategic trial milestones:

  • Wheat: Trials have commenced to demonstrate water retention in this water-intensive crop.
  • Olive and blueberry: Specialized testing is scheduled for March to evaluate yield improvements and nutrient efficiency.

This collaboration supports Saudi Vision 2030 goals of reducing non-renewable groundwater use by 90 percent.