Terra, Expo City Dubai’s center for environmental knowledge and action, has welcomed more than three million visitors since inception. In 2025, it launched the Urban Biodiversity Coalition, bringing together more than 100 members to integrate nature into city planning, and Hundred Hives, a school-based pollinator conservation initiative aiming to establish 100 hives across the UAE. Terra also hosts the world’s first IUCN SSC Centre for Species Survival dedicated to fungi. Its Terra Impact platform designs, tests and scales environmental solutions. Faraidooni joined the organization in 2014 and assumed her current role in 2023.