Occasionally, a straightforward approach can create a significant impact, and that’s precisely what 1 Utama’s Go Green Community Projects aim for. Over the years, 1 Utama has integrated a range of eco-friendly activities, including advocating for the use of furoshiki cloths instead of wrapping paper and distributing reusable tote bags for shopping. These initiatives are designed to advance sustainability and enhance the overall consumer experience.
Not only that, 1 Utama also has its longest-running Feed-The-Fish Charity Campaign which was introduced in 2004 and serves as a testament to the mall’s dedication to environmental stewardship.
Feed-The-Fish Charity Campaign @ 1 Utama
The objective of the Feed-The-Fish Charity Campaign is to contribute to the battle against illegal wildlife trafficking by selling donated fish food through its newly introduced cashless vending machine.
Feed-The-Fish Cashless Vending Machine
The fundamental aim of the Feed-The-Fish Charity Campaign is to generate funds for wildlife support by endorsing various non-profit organizations engaged in conservation efforts. Simultaneously, it seeks to ensure the contentment and well-being of the fishes in the Rainforest.
On the Lower Ground Rainforest, 1 Utama sponsors and packages fish food for sale at RM1 per capsule, accessible daily through the mall’s newly introduced Feed-The-Fish Vending Machine. Shoppers will find it convenient to acquire fish food using their 1PAY E-wallet and credit/debit cards, seamlessly intertwining the act of contributing to wildlife conservation with the convenience of modern digital cashless transactions. For more info, kindly visit 1 Utama’s Official Website.
Nurturing Aquatic Life With A Benevolent Purpose
1 Utama consistently donates 100% of its annual sales proceeds, contributing a cumulative total of RM202,359 towards advancing environmental awareness and supporting wildlife conservation through the impactful Feed-The-Fish initiative.
Over the years, 1 Utama has cultivated partnerships with reputable organizations, directing contributions to the Sun Bear Conservation Centre in Sandakan, the Malaysian Nature Society for the preservation of Perak’s Temengor forest habitat, HOPE (Help Our Penyu) for sea turtle conservation, Zoo Negara’s animal adoption programs, MARECET for dolphin and marine research, and WWF Malaysia to aid in restoring the fish population in Sabah’s Molleangan Island.
In December 2023, 1 Utama established a collaboration with TRAFFIC, a leading global non-governmental organization dedicated to combating animal trafficking.
As said by the 1 Utama’s Public Relations and Sustainability Senior Manager, Lee Li Lian:
Illegal trade of animals is a conservation crisis. Global trafficking threatens the survival of many endangered species driving many animals to extinction. Through our partnership with TRAFFIC, we aim to directly aid in safeguarding the Malayan Tiger, Orangutan, Radiated Tortoise, and White Rhino, all facing critical threats from illegal wildlife trade,
Lee Li Lian further stated:
Our commitment extends beyond the mall; it’s a commitment to preserving our planet’s biodiversity. The generous contributions of our shoppers supporting 1 Utama’s Feed-The-Fish charity drive enables us to play a significant role in protecting animals as we take meaningful steps to restore the ecosystem towards a more sustainable future.
Lee Li Lian, 1 Utama’s Public Relations and Sustainability Senior Manager
The illegal trade of animals represents one of the most lucrative criminal activities, contributing to the decline of biodiversity and causing harm to the environment. South East Asia, including Malaysia, plays a significant role, serving as a hub for sourcing, transporting, and consuming thousands of animals.
So, the next time you visit 1 Utama, don’t forget to drop by to the Lower Ground Rainforest and buy the fish food from the Feed-The-Fish Vending Machine. Together, we save and protect the animals!
