What is JASA Eco? - Part 1

This is the first blog I am attempting to do. I hope that this humanises what we are trying to do and places it all in a more informal perspective. Please comment about anything you like. We are open to feedback and suggestions, and perhaps even job opportunities!

So to start with, what is JASA Eco? You may know this name soon as it begins popping up in supermarkets across the country. We all know that polystyrene is bad for the environment, and yet we continue to use it. Why? Because there is no alternative. What can we do and what can be done? JASA Eco would like to be part of the solution. It is pitched as a ''Green'' Brand of disposable foodware which is an alternative to conventional plastic foodware. Using corn starch, we are able to modify the molecular structure to create a product which is bio-based and biodegradable.

Now, with so many brands out there, why should anyone place any belief in this product? Is it just a new fad or a marketing ploy to get sales? I believe that everyone has a choice in the way that they consume. Skeptism is natural with any new product and we are not immune to it. Our credibility lies in our certification of our material, receiving the European OK-Biobased certification as well as certification from the US FDA, Chinese and Japan regulatory boards.

Following this, the next question is a question of price. Yes it is more expensive than plastic, but the question is why is plastic so cheap? Cigarettes were also very cheap although we know that it is harmful to our health, which is why governments across the world have hiked taxes, banned advertisments on the product as well as imposed smoking bans indoors, in public places and are now considering, like Finland, to ban it completely.

Now, will the government do the same for products which are harmful to the health of our environment? The EU is certainly coming out with legislation, as well as the United States and Australia. Closer to home, we see the setting up of the Green Technology Centre and No-Plastic Bag days. However, more pressure is needed in order to get the government to start legislating against what is known as the ''white coffin'' or the polystyrene ''fan hup'' lunch box we are so accustomed to getting a take away in.

So now that we have established it is more expensive than plastic, does it mean that it is unaffordable? Definitely not. Otherwise it would be useless to place them on supermarket and hypermarket shelves. We have ensured that the prices are still affordable enough for consumers not to hesitate picking it up over plastic.

The next question is regarding corn starch and whether or not we should not be using 'food' to produce our product. First and foremost, there is a distinction between ''food-grade'' corn starch and ''industrial-grade'' corn starch. ''Food-grade" corn starch as the name suggests is what we would consume ourselves. "Industrial-grade" on the other hand is corn starch which is deemed unsuitable for human consumption. It includes other waste of the by-process, including the leaves, stalk and roots, to ensure that nothing is wasted. Even if the industry were to grow, the supply of either grade of corn starch is highly regulated which would mean that we would never be allowed to use food-grade corn starch for industrial processes. As a result, be rest assured that we are not depriving anyone of food!

I believe that this covers some points as to what JASA Eco is all about. More is to come in Part 2 so keep reading on!

JASA Eco products shall be made available in Carrefour Mid-Valley in April 2010, so watch for more announcements. You can join our Facebook group, just search JASA Eco, or follow us on Twitter at twitter.com/jasa_eco.