Ahmed’s mission is to make plastics recycling habitual in our everyday behaviour and instil the belief that profiteering from this process is good for all involved. This key, yet disruptive belief, was the driving force behind Ahmed setting up ASD – creating a visionary recycling business which is both a force for good and profitable. After graduating with his first degree in Marketing from Lancaster University, his professional career started with the sales and marketing of IT infrastructure deployment, managed services and equipment trade. After several successful years in this industry, Ahmed was inspired to relocate to the United Arab Emirates and kick starting a career in sustainability with a core focus on recycling. With a strong ethos for on-going learning and development, Ahmed continued his education at Cambridge University at the award-winning Institute of Sustainability Leadership. The relocation to a new country presented a wealth of opportunity, engagement with new cultures and experiencing different working styles which all have contributed to the development of his vision for ASD. One of the biggest challenges Ahmed has seen in the sustainability industry.