By AKMAR ANNUAR
A TOTAL of 1,312kg of waste was collected and 150 coastal trees planted as Alam Flora Sdn Bhd ramped up its environmental drive at Pantai Cherok Paloh in Kuantan, Pahang, reinforcing its long-term commitment to sustainable waste management and biodiversity protection.
Held on May 25, under the “Jom Plogging – Saya Sayang Bumi” initiative, the event brought together over 200 participants, including students, village committee members, government officials and corporate volunteers from organisations such as the Persatuan Pengakap Kelana Pahang and Universiti Malaysia Pahang Al-Sultan Abdullah (UMPSA).
Alam Flora Chief Operating Officer Mohamad Muhazni Mukhtar said the campaign forms part of a broader coastal clean-up programme stretching from Pantai Sepat to Pantai Cempaka and Tanjung Gosong in Pekan, with Pantai Cherok Paloh located in the centre.
“We started cleaning the beaches of Sepat and Cempaka, and now we are moving to Pantai Cherok Paloh because it is becoming increasingly popular.
“More people are coming here to enjoy its beauty. That is why we are here, to keep this stretch clean and vibrant,” he said.
The 150 trees were donated by the Pahang State Forestry Department as part of a reforestation and coastal restoration effort. Planted along the beach, they are intended to restore habitats such as turtle nesting grounds, reduce coastal erosion and act as a carbon sink.
Muhazni said the campaign reflects Alam Flora’s commitment to the United Nations’ Sustainable Development Goal (SDG) 11, which focuses on inclusive, safe and sustainable cities and communities.
“This is not just about cleaning beaches. It is about cultivating civic consciousness and instilling a shared responsibility for environmental protection, especially among the younger generation,” he said.
Kuantan City Council secretary Mohd Nizam Mahayuddin also praised the initiative, highlighting the importance of joint efforts between local authorities, concessionaires such as SWCorp and community leaders to ensure long-term impact.
He noted that although waste collection is managed under the SWCorp concession, public awareness remains crucial to prevent repeated littering, particularly during weekends and holidays.
“Usually when we clean in the morning, it is already messy again by the afternoon. That is why awareness must come from everyone – from households to private companies,” he said.
Meanwhile, SWCorp Pahang director Sharudin Hamid said the initiative sets a strong example for public-private collaboration and helps strengthen public education on sustainable waste management.
Alam Flora has previously conducted similar clean-up activities along the Kuantan coastline and plans to intensify its programmes across 17 beaches in the district, including Balok and Cherating.
The company is also looking to invest in high-tech, mechanised solutions to enhance its operational efficiency and service quality.
Muhazni added that Alam Flora is committed to engaging more young people and students as part of the zero-waste movement, noting that behavioural change must start with early education.
“We have to start with the Alpha and Beta generation (those below 16 years old). This is how we build a culture of sustainability. What we do today with students, agencies and the private sector can contribute meaningfully towards achieving national environmental goals,” he said.
Muhazni also stressed the importance of ensuring the survival of the newly planted trees and maintaining biodiversity without aggressive development.
“We need to strike a balance. Public amenities like toilets and shelters are important, but we must preserve the natural character of our beaches,” he added.
Moving forward, Alam Flora said it will continue working with the local community and stakeholders to develop long-term programmes that enhance both environmental protection and recreational use of public beaches.
The company is one of the largest solid waste management concessionaires in Malaysia, operating under Malakoff Corporation Bhd’s ESG-focused business pillar, Malakoff Environmental Solutions.
Its initiatives align with the group’s wider purpose of “Enhancing Life, Enriching Communities”.
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