SM Prime has entered a joint venture with GUUN Co. Ltd (GUUN), with SM
Prime holding 70% of the equity of the Philippine joint venture company.
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Executive Committee Hans Sy and GUUN CEO Shinji Fujieda shake hands
during the signing of a memorandum of understanding to explore waste management
solutions, recycling waste paper and plastics into “fluff fuel” for alternative
energy.
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GUUN Co. Ltd is headquartered in Yokohama City, Japan, and operates
material recovery and recycling facilities, along with environmental solution
services. Invited by the government of Cebu in 2014, GUUN initiated the
production of fossil alternative fuels called “fluff fuel” from non-recyclable
waste materials, aligning with its mission to “maintain harmony between the
earth and society by creating a happy environment for the future.”
United in this mission, SM Prime partnered with GUUN to actively
participate in developing infrastructure for systematic waste management and
resource recovery, following the best practices of Japan. The joint venture
aims to reduce the landfill impact from both SM Prime and non-SM Prime managed
properties, complementing the material recovery facility operations of the
Local Government Units (LGUs).
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GUUN Philippine Branch Senior Managing Director and General Manager
Takeshi Konishi (second from right) shares best practices in Japan for
sustainable alternatives to solid fossil fuels.
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GUUN’s “fluff fuel” is produced from non-recyclable and
hard-to-recycle wastes through sorting, curating, and formulation to meet
chemical limits. It serves as an alternative to solid fossil fuels like coal,
fueling cement kilns and industrial boilers in paper manufacturing and power
plants. This approach has proven effective in controlling landfilled waste in
Japan, offering a second life for waste as productive fuels and creating
opportunities for waste pickers to become formal waste sorters in these
facilities.
“Fluff fuel” is one of the various solutions to control waste buildup
in Japan. The partnership between SM Prime and GUUN will explore further
implementation of recovery or reduction techniques, ensuring that waste is no
longer wasted.
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SM Prime joins forces with GUUN to develop infrastructure for waste
management, aiming to minimize landfill impact across SM Prime and non-SM Prime
properties.
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SM Prime Holdings Chairman of the Executive Committee Hans Sy,
emphasizing a commitment to a positive impact on local communities, shared,
"It is exciting for SM Prime to partner with GUUN Japan with a joint mission
to bridge the gap between society and the environment in the Philippines
through investing in their pioneering solid waste management technology, which
will eventually benefit all the communities that SM Prime serves.”
Underscoring their dedication to making a positive impact on the
Philippines, GUUN Co. Ltd. CEO Shinji Fujieda stated, “At GUUN, we are ready to
make every effort to contribute significantly to the Philippines and evolve the
resource circulation system. The partnership with SM Prime leaves us with no
doubt that we can succeed.”
Department of Environment and Natural Resources
(DENR) Secretary Toni Yulo-Loyzaga emphasized the importance of such
partnerships in advancing sustainable waste management practices. She said,
"The DENR continues to collaborate with development partners and the
private sector in tackling the challenge of solid waste management.
Implementing industrial-scale, appropriate transition technologies for
segregation and processing is a crucial step toward achieving a circular
economy. Partnerships like the one between SM Prime and GUUN play a vital role
in shaping a sustainable future.” (SM Supermalls)
