What if every sip you took helped clean the ocean? That’s the vision behind BIRD Collaborative, a UAE-based social enterprise co-founded by Maitha Almatrooshi, which has already prevented over 20 million plastic straws from polluting the environment. In an interview with Finance Middle East, Almatrooshi shares how recognition from the UAE President gave her team the confidence to scale, why revenue, not funding, is her north star, and how bootstrapping with purpose-led clients like Atlantis and Burj Al Arab is powering a new kind of sustainability venture in the region.
What drove you to join the startup world?
I was driven by a deep desire to build a business that solves a real problem—specifically, the plastic pollution crisis. The startup world offered me the freedom to innovate, especially when it comes to embedding sustainability at the core of everything we do.
Why did you choose the Middle East as the place to start/expand the business?
The Middle East is always undergoing a massive transformation, with sustainability and innovation being at the front of government agendas. We saw a unique opportunity to lead the sustainable disposables segment by replacing plastic straws with functional, biodegradable and non-soggy alternatives, and we succeeded in creating and sustaining demand.
How would you describe the region’s startup scene in three words?
Ambitious. Evolving. Impactful.
Is there something that has surprised you in your journey?
Our recognition by HH Sheikh Mohamed Bin Zayed, President of the UAE, was a big surprise and a big honour. It gave us the courage to zoom ahead with confidence and certainty.
What are (in your view) the keys to approaching investors successfully?
A clear vision, evidence of success, and a strong understanding of the market. Most importantly, it demonstrates how our company addresses a pressing problem that affects both corporations and individuals alike.
What was the most challenging part of raising funding, and how did you overcome it?
We have been bootstrapping along the way. We are seeking strategic partners who can help us reach our entire market. Our clients include Atlantis, Burj Al Arab, and the Jumeirah Group, demonstrating both demand and impact.
In addition, MBRIF has been instrumental in giving us both credibility and access. Being selected for the accelerator opened doors to mentors and an ecosystem of stakeholders that would’ve been harder to reach on our own.MBRIF provides validation and connections with key decision-makers. In our case, the fund went further to sponsor one of our upcoming campaigns, which will be announced soon. For a startup trying to scale sustainably, such support can be game-changing.
What is the best piece of financial advice you have received?
Revenue is the best form of funding. Stay focused on creating value, but never forget the importance of sales.
What has been your biggest success and your biggest failure?
Our biggest success has been preventing over 20 million plastic straws from entering the environment, thanks to our partnerships with leading hotels and F&B groups.
Our biggest failure was underestimating how quickly the pickup could be after the initial awareness-raising phase, so we are now just starting to streamline our operations and logistics functions.
What is the best quality a leader can have?
Resilience—with a strong dose of empathy. Leading a startup means navigating constant uncertainty, and how you respond when things go wrong is what sets a great leader apart.
Where would you like to be in five years’ time?
BIRD Collaborative will be the leading social enterprise dedicated to cleaning the UAE’s oceans of plastics by selling fully sustainable products.
