For quality or awards?

For quality or awards?

Puji Astuti, The Jakarta Post, Contributor

How many of you and your neighbors have no refrigerators at
home? How many of us do our laundry without the use of harmful
detergents? How many of us use plastic products and later throw
them away?

We all know the answer and the sort of damage we are
indirectly responsible for every day to our environment. But it
is so difficult to refrain from using such convenient-but-harmful
items in our life.

The above prelude might help illustrate our careless attitude
towards the environment.

The issue has long been known to many, such as people in
western countries, NGOs and nature lovers, but is still
relatively new to some. The environmentalists endlessly urge
people from all walks of life, from consumers to producers, to
always weigh the consequences, of any products and services we
use or produce, with a proper regard for the environment.

"In our society, such awareness has not developed into a
culture, whereas it is high time for us to begin conserving from
the smallest things. Otherwise, we and our future generation will
end up suffering the most," said Ilyani A. Sudrajat, a researcher
at the Indonesian Consumers Foundation (YLKI).

People in developed countries are already in love with
environmental-friendly terms, such as "biodegradable",
"recyclable" and "reuse", hence it is only natural that they
apply very strict standards for services, products and their
manufacturing processes.

It is difficult for services and products not conforming to
these standards to enter these countries. The standards meant
here are stipulated in the International Standard Organization
(ISO). The ISO 14000 series is used for environmental standards
for products and services.

Though it has become an absolute prerequisite, the desire to
acquire this certificate is still very low here in Indonesia.

Maleco and Sucofindo - two companies accredited by the
National Standardization Body (BSN) for the issuance of the ISO
14000 certificates - have recorded only 22 companies with such
certificates.

This situation is quite embarrassing, because in 2003 the
world will completely turn into a free market, which will
consequently impose strict product and process standards.

"In facing global free trade, we have stipulated certain
standards for industrial products: ISO 9000 and ISO 14020 for raw
materials and the production process must strictly adhere to the
stipulations in ISO 9000 and ISO 14001," said BSN promotion head
Budi Rahardjo.

Therefore, being awarded an ISO certificate would enhance a
company's competitiveness, particularly among customers in
developed nations.

PT Mustika Ratu, a leading traditional herbal medicine and
cosmetics manufacturer, for example, recorded an average increase
of 24 percent in its sales this year after being granted an ISO
14000 for environment-friendly work.

"Apparently the clamor in the country's economics and politics
did not affect Mustika Ratu, as it has shown a positive and
assuring growth," said Mooryati Soedibyo, the company's president
director.

But not all companies strive to apply the standards of ISO
14000 to increase their sales.

PT Sony Indonesia, for example, according to K. Morisawa, its
marketing advisor, applies the environmental management standards
(ISO 14001) not to increase sales, but to conform to the
standards laid down by its parent company, Sony Group in Japan.

PT Aneka Tambang has another reason. Its director, D. Aditya
Sumanagara, said his company implements ISO 14000 to realize its
vision and mission in producing quality products while at the
same time caring for and preserving the environment.

In the petrochemical industry, PT Tri Polyta is the first
company to be awarded an ISO 14001 certificate here. They use
polypropylene, a transparent glass-like material, which is
cheaper and safer for the environment.

In the automotive sector, PT General Motors Indonesia, is one
company with a strong commitment toward the environment. After
acquiring the ISO 9002 in 1998, they are now upgrading the
standards of operations to the level of ISO 14001.

In addition to those examples of companies complying to
certain standards, several international and domestic NGOs are
also actively promoting the care for environment. Kehati, for
instance, and NGO working for a clean world, presents the Kehati
Award annually. For its 2001 award, PT Sido Muncul came up as the
winner in the "Peduli Lestari (Care and Preserve) category.

Since 1992 this manufacturer of herbal medicine has integrated
cultivation and development of medicinal plants into its economic
mission. The company has also experimented with developing
medicinal plants using in-vitro cultivation methods and
cultivation of rare and new plants, which have a high market
value. The solid waste produced at the PT Sido Muncul factory is
a number of by-products including processed animal food, soil for
growing edible mushrooms as well as organic fertilizer, while the
liquid waste is used to "water" medicinal crops on the factory's
grounds.

Now, what about us, the average consumer? Whatever our
attitude, it will and should have an effect on the attitudes of
businesses toward the environment.