Q&A: John Ooi, technical director and founder of Materials in Works
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Q: Before we dive into discussing your company, could you share some information about yourself and what sparked your interest in sustainability and sustainable technologies?
I’m the founder and technical director at Materials In Works. I’ve been in this industry for nearly 10 years, and that’s how I started my journey with the company. My interest in sustainable technology is rooted in the growing environmental impact caused by industrial waste. I’ve always believed that through innovative solutions, we can address these challenges and create sustainable options that benefit both businesses and the planet. This belief drives my passion, and it fuels my team’s dedication to developing scalable, eco-friendly solutions that offer an alternative to traditional landfill disposal methods in the industry.
Q: Turning passion into business is a journey many find challenging. For you, though, it seems like a natural progression. Can you share how the company came to life and walk me through the steps of how it all began?
Certainly! Here’s how it all unfolded: In the label packaging industry, there was a significant issue with the vast amounts of liner waste being generated. Traditionally, this waste was sent to landfills, primarily because it contained certain coatings that made it unsuitable for conventional recycling methods. This led to carbon emissions and environmental degradation, particularly in this region. In addition to the contamination of groundwater, landfills often involved the open burning of waste, which caused severe environmental harm.
It was clear that the issue was not being properly addressed, so I decided to take action. I founded the company with the goal of creating an upcycling solution that would transform this valuable waste into a resource. Our main product is upcycled paper liner waste, processed from laminates and matrix waste. Through close collaboration with a partner, we have developed a specialized process to convert these materials into sustainable solutions for cement industry applications, reducing waste and supporting circular economy initiatives.
We started with small-scale trials in collaboration with universities. After a proof of concept, we gradually expanded operations. Our journey has been supported by progressive multinational companies, and we’ve also received grants from the government to help fuel our progress.
Q: There’s clearly a lot of science behind what your company does, and I know you collaborate with several universities in Malaysia. Could you share a bit more about those partnerships and how they contribute to your work?
Absolutely. For this journey, we’ve partnered with a highly respected Malaysian university, University Science Malaysia (USM), which is a pioneer in paper and pulp research. Their expertise speaks for itself, and they have been instrumental in supporting our work. We’ve been working closely with Dr Leh and her team as we began our study of paper liners. We’ve conducted extensive research behind the scenes, and while we were impacted by the COVID-19 lockdown, we managed to push through and continue our progress.
Through this collaboration, we’ve carried out material testing and benchmark studies. One of the key achievements was working with a reputable tissue manufacturer in Malaysia, who provided us with their virgin pulp for comparison. This benchmarking was critical in ensuring that our solution met industry standards. We’ve also collaborated with various academic institutions and government bodies, all of which play a crucial role in advancing sustainable technologies and providing growth opportunities for everyone involved.
Q: That’s really commendable, especially with how you’re working in Malaysia. How do you currently perceive the waste management issue in the region?
The waste problem in the region is certainly growing. We’re running out of landfill space, and it’s only a matter of time before it becomes a serious issue. There are numerous environmental concerns, such as microplastics and open burning, and the scale of the problem is escalating rapidly. Unfortunately, the labeling and packaging industry is a significant contributor to landfill waste. For example, paper liner waste alone could fill up Malaysia’s iconic Petronas Twin Towers in just 45 days. This puts the magnitude of the problem into perspective. Alongside paper liner waste, laminate and matrix waste are also major contributors, creating tons of waste that end up in landfills each year. But what sets us apart is our perspective on this waste — we see it as a resource to be repurposed. That’s why we started the company and built a team dedicated to tackling this challenge head-on.
Q: As you’ve pointed out, labels and packaging are among the top contributors to waste production. So, how does your company’s portfolio and products specifically address this issue for label and packaging converters?
In the label and packaging industry, there are essentially two main types of waste. The more prominent one is a paper liner, which is the backing paper that protects the sticker label before application. This liner is typically made of cellulose fiber, but the silicon coating on top prevents it from going through conventional recycling methods. However, through our technology, we are able to remove this silicon coating and repurpose the material into a product known as Recovered Cellulose Pulp (RCP), which can be benchmarked against virgin pulp. This has been well-received in the tissue industry. In addition, we aim to transform this high-value pulp into molded products, a growing trend where people are looking to replace single-use plastics with pulp-based materials.
The next product in our portfolio is the Process Engineered Fuel (PEF). Another major waste stream is laminates or matrix waste, which often contains adhesive and printing artwork, and can come in both paper and film bases. The adhesive in these materials presents challenges for standard recycling. Through our partnership with a collaborator, we have successfully converted this waste into PEF, which is used as an alternative to coal in the cement industry. The waste is burned in furnaces to produce fly ash, which is then mixed into cement formulations. This process reduces landfill reliance and promotes a circular economy.
Ultimately, we provide a comprehensive, end-to-end upcycling solution for the label and packaging industry that addresses waste disposal challenges and supports sustainable, circular practices. Our initiative is the first of its kind in Malaysia and we’re confident that it can be scaled to meet global demand in the future.
Q: That’s great! Could you share some examples of your current partnerships? Are there any brand owners or material suppliers you’re working with at the moment?
We’re fortunate to have established partnerships with two major multinational brand owners from different industries. One of them is Uniqlo Malaysia, renowned for its fast retailing program. They utilize a significant number of sticker labels in their operations, including RFID tags, price tags, and shipping labels for products being transferred from distribution centers to brick-and-mortar stores. These processes generate a substantial amount of waste. Additionally, we are in discussions with Wipro Unza, a leading player in the Malaysian industry, known for their personal care and home products. They also produce a considerable amount of waste from their extensive use of stickers for branding purposes.
On the manufacturing side, we are engaged in serious talks with Avery Dennison, the world’s leading label manufacturer, as well as UPM Raflatac. Both companies have manufacturing facilities in Malaysia, making these discussions even more impactful. We are exploring the possibility of formalizing these partnerships with memorandums of understanding (MOUs) to launch initiatives in Malaysia.
For label converters, we are collaborating with Mega Labels, a local and reputable label printer, as well as Fastroll Labels. Additionally, we’ve recently started discussions with Sato Malaysia. Through these collaborations, we were able to divert at least 18 tons of label waste from landfills last year alone, and we are confident this number will continue to grow this year.
Q: How do you see the future of your company? Are you looking to expand your products on a global scale?
That’s a great question. We’ve already started to strategize for expansion, and we do foresee growth into other ASEAN countries like Vietnam and Indonesia. This is part of the reason we’ve filed patents for our processes and treatment solutions, some of which fall under trade secrets. We’re even in the process of filing another patent for one of our processes. With these protections in place, we believe we’re well-positioned to expand into regions that still rely heavily on landfill methods for disposing of label waste.
Looking further ahead, our goal is to establish stronger partnerships with global brands, like Uniqlo from the apparel industry, and others in home and personal care. We also aim to engage with brand owners in different verticals, such as Pos Malaysia from logistics, to create a broader impact. Our long-term vision is to work closely with global brands and governments to promote a circular economy on a much larger scale.
We’re seeing increasing demand for sustainable materials and products that can replace single-use plastics. Consumers and industries alike are looking for alternatives that use less virgin material, and we’re confident that our technology has the potential to drive meaningful change in both the regional and global markets.
Q: Given your work with several converters in the label and packaging industry, what do you believe is the biggest challenge they are currently facing in the market?
The challenges from their side largely stem from the fact that this is a new initiative for them, and it requires a shift from their standard operating procedures. Take Mega Labels, for example. Prior to our proposal, they were not responsible for handling the waste generated by the brand owners. When we introduced the concept to them, they had valid concerns, particularly around the logistics of waste collection and segregation, as well as the transportation process to our factory for upcycling into pulp.
To tackle these concerns, we worked together to brainstorm a solution, and eventually came up with a customized approach. Mega Labels, for instance, is already known for its sustainability initiatives, like installing solar panels at their factory. We realized that they were already transporting printed labels to brand owners, and their trucks were often returning empty. So, we proposed a solution: why not take advantage of the empty trucks by using them to transport the waste back to our facility for upcycling? This way, they would not only be helping their customers but also taking responsibility for the waste they were generating.
The model worked effectively, and everyone involved was happy. The stakeholders were pleased because now the waste was being managed responsibly, reducing landfill waste, and the brand owners were aligned with their environmental, social, and governance (ESG) goals. This approach turned out to be a win-win for all parties. It’s an example of how challenges can be solved when we find efficient and cost-effective solutions. Ultimately, the key was ensuring that it didn’t become an operational burden and that it remained cost-efficient for everyone involved.
Q: That’s great! I understand that Materials and Works will be exhibiting at this year’s Labelexpo Southeast Asia in Bangkok. What will you be showcasing at the event, and what are your goals for participating? What do you hope to achieve by exhibiting there?
This will actually be our first time showcasing our solution to an international audience, and I believe it’s a fantastic platform for our company, especially with our team focused on the Southeast Asia market. What excites me the most is the opportunity to connect with manufacturers from around the world, particularly from China, which is a region we’re looking to explore further once our patent is in place. Additionally, there will be many label converters at this expo, and we’re eager to connect with them. Our goal is to build relationships that will support our market expansion and potentially secure real business deals, particularly with converters from Southeast Asia. We’re also hoping to foster stronger connections with key decision-makers, as this type of event typically attracts senior-level participants, which is a great opportunity for us to network with the right people.
