Kuala Lumpur: In 2018, a moment of clarity struck Mohamed El-Fatatry, a Finnish entrepreneur, as he watched a National Geographic feature on Malaysia’s e-waste crisis. The message, delivered by a former Malaysian minister, was clear: ‘Stop sending your waste to us.’ For Mohamed, these words were a call to action, prompting him to address the country’s e-waste challenges.
According to BERNAMA News Agency, despite Malaysia’s 50 licensed e-waste recovery facilities, the recycling rate remains low at 30 to 35 percent. Many Malaysians are unaware of the environmental risks posed by improper disposal of electronics. Mohamed’s realization of this gap led to the establishment of Electronic Recycling Through Heroes (ERTH) in 2019, a social enterprise aimed at simplifying and incentivizing e-waste recycling.
ERTH’s model involves mobilizing ‘Heroes’ to collect e-waste from households and businesses, making recycling accessible and hassle-free. In 2023, ERTH secured investment through the Gobi Dana Impak Ventures Fund, managed by Gobi Partners and supported by Khazanah Nasional Berhad, to further its mission of sustainability and digital innovation.
ERTH’s journey began when Mohamed encountered S H Lim, a local phone dealer who had stockpiled over 4,000 broken mobile phones. This encounter inspired Mohamed to pivot from a struggling tech services company to a focus on recycling. ERTH, born from Blue Bee Technologies, now tackles Malaysia’s e-waste crisis, emphasizing convenience and transparency.
ERTH offers free e-waste pickups and instant rewards for working items, while non-working electronics are collected for recycling. The enterprise has attracted major clients like Maxis, DHL, and the Selangor state government. ERTH’s circular economy model refurbishes and resells usable items, supporting the community and promoting sustainability.
ERTH has scaled significantly, recycling over 2.5 million kilograms of e-waste and expanding its services across Malaysia. Through a partnership with Pos Malaysia, every post office in the country serves as an e-waste drop-off point. ERTH’s affiliate program empowers individuals to earn commissions by collecting e-waste.
Despite existing infrastructure, public awareness remains a challenge. Improper e-waste disposal can lead to toxic substance leakage. ERTH invests in public education to encourage behavior change, emphasizing the importance of responsible e-waste management.
ERTH integrates AI to optimize decision-making and digital marketing efforts, ensuring efficient operations. The enterprise also supports corporate clients in meeting ESG targets and offers data security solutions, enhancing its appeal to businesses.
Corporate engagement is crucial to shifting Malaysia’s e-waste culture. ERTH collaborates with companies on CSR initiatives, promoting sustainability and environmental values. Mohamed believes that accessibility and incentives are key to encouraging responsible actions.
ERTH’s mission is to make recycling more accessible and rewarding, proving that sustainable change is achievable. ‘Doing the right thing should be easy,’ Mohamed remarked, emphasizing the importance of providing the right tools and incentives for responsible action.