GUUN Environmental Company Inc. — headquartered in Yokohama City, Japan, and with a facility in Consolacion, Cebu — has started to collect nonrecyclable 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 such as coal, fueling cement kilns, and industrial boilers in paper manufacturing and power plants.

GUUN's innovative production of "fluff fuel" from nonrecyclable waste materials aligns with its mission to "maintain harmony between the earth and society by creating a happy environment for the future."

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 emphasizes a commitment to a positive impact on local communities, sharing: "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."

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.