UAE – A new sustainability firm has entered the UAE market quietly, but it is not here to stay quiet. Pretor, founded in the Emirates, has officially launched and is looking to support companies that want to take sustainability seriously, not just as a goal, but as something they build into the way they operate day to day.
With the UAE’s Net Zero 2050 target now shaping national priorities, and new regulatory shifts starting to take effect, many businesses are under growing pressure to show they understand what environmental and social responsibility really means. Pretor says it wants to help them respond to that challenge in ways that are clear, realistic, and measurable.
One thing that sets Pretor apart is its ability to work across regions. While the company is rooted in the UAE, it collaborates closely with clients in Europe, including Green Incorporated, a Romania based firm that provides sustainability consulting to both public and private sector clients. That experience, the team says, brings valuable perspective.
Green’s work focuses on real world environmental protection. The firm offers services like ecological fuel tank cleaning, ATEX-compliant industrial maintenance, greening of fuel stations, and restoration of contaminated industrial spaces. By combining technical expertise with ecological responsibility, Green delivers practical solutions for reducing pollution and improving long term environmental safety. Pretor sees this kind of work as a model for what effective sustainability looks like in action.
This kind of cross border insight, according to the firm, is essential. “We are not reinventing sustainability,” said a Pretor spokesperson. “But we are making it usable. A lot of businesses here want to take action, but they need help breaking it down. It turns out that small steps, done consistently, matter a lot more than big statements.”
Pretor offers a wide set of services. These include ESG strategy development, sustainability reporting, employee workshops, internal system reviews, and ongoing support during rollout and measurement. The firm’s clients include large corporates, growing SMEs, and even government linked organizations.
The UAE, in many ways, is an ideal launchpad for this kind of firm. The country has shown clear intent to become a leader in climate and clean energy innovation. Major infrastructure projects, investment flows, and trade frameworks are already being shaped by ESG considerations. Yet, many businesses in the region still struggle to know what sustainability looks like in practical terms.
Pretor believes that gap between ambition and action is where its work becomes relevant.
In some cases, clients are unsure what ESG really means beyond basic reporting. Others are overwhelmed by international frameworks and do not know how to make them fit their context. Some companies feel that sustainability is only for large corporations with big budgets. Pretor’s goal is to challenge that thinking and make ESG something any serious business can engage with.
The firm’s early work with Green Incorporated has also helped it understand the difference between theory and execution. “One of the big lessons from our European work was this,” the spokesperson added. “Sustainability plans do not work unless people inside the business actually believe in them. That is why we always start with internal alignment. If a company’s leadership and staff are not on the same page, nothing sticks.”
Pretor is currently expanding its team to deepen its capabilities in industries that are vital to the region’s economic future. These include real estate, energy, transport, logistics, and construction. Each of these sectors is facing its own sustainability pressures, whether from new regulation, investor requirements, or international partners.
The firm is also building a library of resources and hands on tools to help companies simplify ESG compliance and planning. This includes sector specific templates, readiness assessments, and short format learning materials for managers and teams. A series of in person workshops and executive sessions are also expected to roll out in the coming months.
What Pretor does not offer is a one size fits all template. Every client, they say, requires a different path. Some are just starting out, while others are mid way through a process that needs to be reorganized. The firm’s approach is designed to be flexible but always rooted in long term thinking.
Sustainability today is no longer about checking a box or writing a few lines in an annual report. It is fast becoming a core part of how businesses grow, manage risk, and stay competitive in a changing global economy.
“We are not promising overnight transformation,” the spokesperson said. “But we are here for the ones who want to start with clarity and build something real over time. There is no perfect roadmap. But there is a smart way to move forward.”
More about the company’s approach, services, and insights can be found at www.pretor.ae, where Pretor also plans to release new tools and industry specific resources in the months ahead.
As ESG becomes more embedded in how companies operate and report, Pretor hopes to stand as a reliable partner for those willing to do the work and not just because it is expected, but because it actually makes business sense.
