M City Consolacion last August 5. In this photo are (L-R) Mr. Hiroshi Haraki, General Manager -Cebu Plant, Ana Kristin Therese Seno, Assistant Vice President for Visayas - SM Supermalls, Mr. Takeshi Konishi, Vice President for Business Development, Estrella Wamilda, Mall Manager - SM City Consolacion, and Prettie Jalang, General Affairs/Sales & Marketing Officer.

GUUN Environmental Company Inc., headquartered in Yokohama City, Japan, and with a facility in Consolacion, Cebu, has started to collect non-recyclable and hard-to-recycle wastes from SM City Cebu, SM Seaside City Cebu, and SM City Consolacion, following the joint venture agreement signed by SM Prime and GUUN Japan earlier this year. 

The initiative involves sorting, curating, and formulation to meet chemical limits. This will serve as an alternative to solid fossil fuels like coal, fueling cement kilns, and industrial boilers in paper manufacturing and power plants.

GUUN’s innovative production of “fluff fuel” from non-recyclable waste materials aligns with its mission to “maintain harmony between the earth and society by creating a happy environment for the future.”

SM Seaside City Cebu, August 9, 2024. In this photo are (L-R) Eric Mar Valenzuela - AMM,  Belle Tanjay - OA, Mr. Hiroshi Haraki, General Manager -Cebu Plant, Ms. Prettie Jalang, General Affairs/Sales & Marketing Officer, Kacyleen Jabe Abellana - MO, Radock Kyle Navales – BAO

SM Prime’s partnership with GUUN aims to implement systematic waste management and resource recovery infrastructure. The joint venture seeks to minimize the landfill impact from both SM Prime and non-SM Prime managed properties, enhancing the material recovery facility operations of the Local Government Units.

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.”

SM City Cebu on August 9. In this photo are (L-R) Mr. Jasper Joseph Y. Ouano, Building Administration Officer - Mall Operations, Mr. Richard D. Amores, Assistant Mall Manager - Mall Operations, Mr. Hiroshi Hiraki, GUUN PH Branch Deputy General Manager, Ms. Prettie Acop - Jalang, GUUN PH Branch HR/ General Affairs/ PCO/ Sales & Marketing Officer, Mr. Jay B. Evangelio, Building Administration Manager - Mall Operations.

This initiative aligns with the SM Waste-Free Future campaign, SM Prime’s segregation program towards the overall reduction of generated waste and the increase in the rate of recovery and diversion for a waste-free world.