TBA LEADS ESG INNOVATION WITH GOOD TRASH INITIATIVE AT ASIA FRUIT LOGISTICA 2024

TBA showcased their innovative Good Trash initiative at Asia Fruit Logistica (AFL) 2024 in Hong Kong, demonstrating a groundbreaking approach to sustainable marketing in the fruit industry. The TBA team stood out in bluish-green high-visibility vests made from repurposed and upcycled plastic, embodying their commitment to reducing carbon footprints while maintaining brand visibility.

Key highlights of TBA's Good Trash initiative:

• Vests inspired by fruit orchard workers' attire, made from repurposed and upcycled plastic
• Active collaboration with clients on new product development using fruit waste
• Creation of marketing materials and product packaging from repurposed general waste
• Significant interest from major fruit exporters in similar sustainability-focused initiatives

Aaron Marsich, Managing Director of TBA, emphasized the initiative's importance: "Our Good Trash vests are a tangible example of how we can integrate ESG principles into everyday business practices in the fruit industry. We're showing the industry that sustainable choices can also be commercially viable and impactful from a branding perspective."

Christiana Zhu, Co-Founder of Good Trash, noted the industry shift: "Companies are realising that sustainable practices aren't just good for the environment – they're good for business too. Our Good Trash initiative is proving that you can be both environmentally responsible and commercially successful."

The success of the Good Trash initiative at AFL 2024 suggests a growing trend towards innovative, sustainability-focused marketing strategies in the fruit industry. As consumers increasingly demand eco-friendly practices, companies that effectively combine sustainability with strong branding are likely to gain a competitive edge in the market.

‍