Proud Group, a leader in developing Integrated Entertainment and Resort Destinations in Thailand, is committed to conducting business with a focus on ESG—environmental care, social responsibility, and good governance—along with sustainability. The company has launched the Project Pineapple by Proud Group, a pathway towards sustainability and a commitment to environmental and social preservation, guided by the concept of "Net Zero Waste. No Single-Use Plastic & Green Energy." This initiative encompasses various eco-friendly activities, including raising awareness, waste management and reduction, community empowerment, sea turtle conservation, renewable energy integration, and social value creation for sustainable communities. The project has successfully reduced greenhouse gas emissions by over 90,000 tons of CO2 equivalent, reflecting the company's vision of being a "sustainable organization."

Mr. Pasu Liptapanlop, Executive Director of Proud Group, revealed the mission of Proud Group, which develops real estate projects, water parks, hotels, and retail businesses, including Bluport Hua Hin Resort Mall, True Arena Hua Hin, Vana Nava Water Jungle (the number one water park in Hua Hin), Andaman Beach Water Park in Phuket, Holiday Inn Vana Nava Hua Hin, InterContinental Hua Hin Resort, and InterContinental Phuket Resort. The company is ready to integrate sustainable practices in all aspects of its operations, from management to community engagement, confident that business development and growth will positively impact the environment and the community, creating a harmonious balance between convenient services, nature, and the environment, while allowing guests to participate in conservation efforts for future generations.

With a clear vision and tangible awareness, Proud Group has initiated the “Project Pineapple by Proud Group,” a pathway towards sustainability and a commitment to environmental and social preservation, recognizing that the service industry, particularly in sensitive coastal areas, must operate responsibly towards society and the environment for sustainable economic, community, and social development.

“Project Pineapple by Proud Group is a resource and environmental management initiative for sustainability, based on the concept of 'Net Zero Waste. No Single-Use Plastic & Green Energy.' It focuses on maximizing resource efficiency, minimizing environmental impact, and encouraging participation from all stakeholders, including tourists, communities, society, and the environment, through inspiration, awareness, and the creation of an effective resource management blueprint to reduce greenhouse gas emissions, aiming for truly sustainable tourism and a green future for the next generation,” said Mr. Pasu.

The activities under Project Pineapple by Proud Group include: 1) Raising awareness and promoting a culture of sustainability across all sectors through learning, workshops, and participation, serving as a real learning environment and inspiration for sustainability. 2) Implementing comprehensive waste management strategies, including reducing single-use plastics, recycling, and exploring innovative waste-to-energy technologies, with a goal of "Zero Waste" by 2030. 3) Supporting local businesses, artisans, and conservation efforts, working with community leaders to address local needs and priorities, and fostering long-term collaboration for mutual growth. 4) Conserving sea turtles through habitat protection, monitoring, and collaboration with local and international organizations. 5) Prioritizing renewable energy as a key element of sustainability strategy by investing in solar, wind, and other renewable energy sources, aiming for carbon neutrality by 2040 and setting new sustainability standards in the service industry.

Additionally, there are social value creation initiatives for sustainable communities, such as supporting the sale of OTOP products from southern entrepreneurs and Prachuap Khiri Khan, generating a value of 3.14 million baht, promoting cultural and eco-friendly tourism through community collaboration, and supporting education and animal welfare in various dimensions.

The management of Proud Group further stated that not only are the activities under Project Pineapple by Proud Group a top priority, but the company is also committed to clean energy management and green buildings, including installing Solar Rooftops in water parks, sports clubs, hotels, and resorts, and providing EV Chargers at all Proud Group properties to optimize energy resource usage. They are also focused on water management with an efficient recycling system of over 97%.

Through the advancement of Project Pineapple by Proud Group, the InterContinental Phuket Resort has achieved the “Leadership in Energy & Environmental Design” (LEED) certification at the GOLD level. Overall, the project has successfully reduced accumulated greenhouse gas emissions by 93,144.75 tons of CO2 equivalent, equivalent to planting 6,209 trees, eliminating 15,223.75 tons of wet waste CO2 equivalent, installing solar energy systems equivalent to 1,056 tons of CO2 equivalent, and collecting 76,865 tons of beach and ocean waste CO2 equivalent.

“We operate on the basis of managing the interconnectedness of five main dimensions: people, community, energy, water, and waste comprehensively and systematically. We hire local employees and support employment for people with disabilities, enhance community quality of life, improve building structures to green building standards, utilize a recycling water system for efficiency, and create an effective food waste management cycle. We view everything as a commitment to environmental and social preservation, walking the path towards sustainability, reflecting the pride of our name, Proud Group,” Mr. Pasu concluded.