Proud Group, a leader in developing Integrated Entertainment and Resort Destination properties in Thailand, is committed to operating its business with a focus on ESG—Environmental stewardship, Social responsibility, and Good Governance—along with sustainability. The company has launched Project Pineapple by Proud Group, a pathway to sustainability that embodies its commitment to environmental and social preservation. This initiative is driven by the concept of “Net Zero Waste. No Single-Use Plastic & Green Energy,” featuring various eco-friendly activities such as raising awareness, waste management and reduction, community empowerment, sea turtle conservation, renewable energy integration, and social contribution for sustainable communities. The project also emphasizes clean energy and green food, as well as efficient water management, linking people, communities, energy, water, and waste comprehensively. The outcomes of the project have resulted in a reduction of greenhouse gases 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 the company, 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), Andamananda Water Park in Phuket, Holiday Inn Vana Nava Hua Hin, InterContinental Hua Hin Resort, and InterContinental Phuket Resort. He stated that the company is ready to integrate sustainable practices into all aspects of its operations, from management to community engagement, believing that business development and growth will positively impact the environment and allow communities to thrive alongside them, while maintaining a harmonious balance between comfortable service, natural integrity, and environmental sustainability. This ensures that all visitors can participate in conservation efforts and promote a better world for future generations.
With a concrete vision and a focus on raising awareness, Proud Group has initiated “Project Pineapple by Proud Group,” a pathway to sustainability and commitment to environmental and social preservation, recognizing the necessity for the service industry—particularly hotels and tourism, especially in sensitive coastal areas—to operate responsibly towards society and the environment for sustainable economic, community, and social growth.
“Project Pineapple by Proud Group is an environmental and resource management initiative for sustainability, focusing on the concept of ‘Net Zero Waste. No Single-Use Plastic & Green Energy,’ aiming to use resources as efficiently as possible while minimizing environmental impacts. The project encourages participation from all stakeholders, including tourists, communities, society, and the environment, through inspiration, awareness creation, and developing an effective resource management blueprint to reduce greenhouse gases for truly sustainable tourism, delivering a green future for the next generation,” Mr. Pasu stated.
The activities under Project Pineapple by Proud Group include: 1) Raising awareness and promoting a culture of sustainability among all sectors through workshops, participation, and real-world learning experiences that inspire sustainability. 2) Implementing a comprehensive waste management strategy, including reducing single-use plastics, recycling, and exploring innovative waste-to-energy technologies, aiming for “Zero Waste” by 2030. 3) Supporting local businesses, artisans, and conservation efforts, collaborating with community leaders to address the needs and priorities of surrounding communities and creating long-term partnerships for mutual growth. 4) Protecting sea turtles by safeguarding their habitats, monitoring, and collaborating with local and international organizations. 5) Utilizing renewable energy as a core aspect of the sustainability strategy by investing in solar, wind, and other renewable energy sources, with the goal of achieving carbon neutrality by 2040 and setting new sustainability standards in the service industry.
Additionally, the company is committed to giving back to society for sustainable communities, such as supporting OTOP product sales from southern and Prachuap Khiri Khan entrepreneurs, generating revenue of 3.14 million baht, promoting cultural and environmentally friendly tourism through community-based travel programs, and supporting education and animal care initiatives.
The management of Proud Group further emphasized that it prioritizes not only activities under Project Pineapple by Proud Group but also aims to manage clean energy and green buildings. This includes installing solar rooftops at water parks, sports clubs, hotels, and resorts, as well as providing EV chargers at all properties within the Proud Group to promote resource-efficient energy use, alongside an effective water management system that recycles over 97%.
Through the advancement of Project Pineapple by Proud Group, the InterContinental Phuket Resort has achieved the “Leadership in Energy and Environmental Design” (LEED) certification at the GOLD level. Overall, the project has successfully reduced accumulated greenhouse gases by 93,144.75 tons of CO2 equivalent, which is equivalent to planting 6,209 trees, diverting 15,223.75 tons of organic waste from landfills, installing solar power systems that contribute 1,056 tons of CO2 equivalent, and collecting 76,865 tons of beach and ocean waste.
“We operate on the foundation of managing five key dimensions: people, community, energy, water, and waste, comprehensively and systematically. We hire local staff and support employment for people with disabilities, enhancing the quality of life in the community. We upgrade buildings to meet green building standards, use a water recycling system to conserve and use resources efficiently, and create an effective food waste management cycle. We see all of this as a commitment to preserving the environment and society, walking the path toward sustainability—like a large mirror reflecting our pride, fitting of our name, Proud Group,” Mr. Pasu concluded.
