“Ajinomoto” joins forces with "Trash Lucky" to launch the "Waste to Worth for Well-Being” campaign, which reinforces the intention to achieve zero plastic by 2030

Recently, Ajinomoto Co., (Thailand) Ltd., led by Mr. Kenji Harada, Vice President, and Mr. Sornchai Kusonjai, Director, together with Mr. Nattapak Atichartakarn, CEO & Co-founder of Trash Lucky, launched the "Waste to Worth for Well-Being" with Trash Lucky campaign, as an intention to create "Well-being" for Thais, reinforces the company's commitment to dealing with the plastic waste problem in a concrete way in line with the company’s goal of reducing environmental impact 50% by 2030. Ajinomoto aims to move forward with sustainable packaging, focusing on returning the packaging, especially waste from communities that is difficult to collect and manage, through innovative waste startups by turning trash into treasures to create incentives for waste separation in the household sector, which will further reduce the amount of landfill waste and marine plastic pollution. The opening event was held at the community sports field, Krua Tai Community, Pathum Wan District, Bangkok.

The "Waste to Worth for Well-Being with Trash Lucky" project is a sustainability promotion initiative by Ajinomoto in collaboration with the innovative waste startup "Trash Lucky,” sharing the common goal of inspiring waste separation habits together with creating knowledge and understanding for people in the community to be aware of the waste pollution impacts on their lives. The campaign will encourage communities to help manage plastic waste problems by collecting, sorting, exchanging, and earning rewards through the Trash Lucky Platform, where everyone can participate in managing recyclable waste by themselves in daily life under the concept of "exchanging trash for points, collecting happiness," making it fun and exciting to separate recycled waste for a chance to win gold. This not only helps to shift the community's perception on the value of waste, but it can also help decrease the quantity of waste thrown into the sea or landfill, which is part of helping to revive the environment and establish the well-being society sustainably. The community recycling initiative has been implemented by working with community leaders and district representatives from three pilot model communities: the Flat Sirisat, Tor Pa, and Krua Tai communities. Any waste sorted from these communities will be recycled and transformed into fuel (RDF; refuse-derived fuel) following the circular economy model, which promotes sustainability by maximizing the use of limited resources.
 

The concept of collecting and sorting mixed plastic waste was initiated by Ajinomoto in response to the problem of managing such waste. Most mixed plastic waste is not properly sorted and managed due to difficulties in recycling, including a lack of market value. Consequently, it ends up in landfills or contaminates water sources and oceans. Therefore, Ajinomoto has joined hands with Trash Lucky, an environmental startup company, to promote the project "Waste to Worth for Well-Being" by utilizing the 3Rs (Reduce, Reuse, Recycle) principles to sort and collect such types of waste, which is then transformed into fuel as a value-added product while reducing environmental impact. This initiative also encourages community participation in waste sorting at the source, leading to sustainable development in all dimensions and creating sustainable well-being and happiness in Thai society.

“Ajinomoto” continuously drives the business towards sustainability with the commitment and dedication of co-creating social and economic value. The company has been working to reduce environmental impacts and promote health and well-being for people, as our vision of “Leading in Creation of Well-Being”, which guides us towards our sustainability goals for 2030, aligns with our core values of The Ajinomoto Group Creating Shared Value: ASV with society sustainably.