Protecting the environment, one PET bottle at a time
IN NOVEMBER 2017 when heavy rains caused unprecedented flooding in Montego Bay, resident Noel McDonald took notice. Unfortunately, his social enterprise Paradise Care Jamaica was not yet formed; and despite a national conversation which espoused the importance of proper disposal of garbage, especially plastic, the advice went unheeded.
Q: ONE COULD SAY THAT THIS LINE OF WORK IS NOT GLAMOROUS, WHAT IS THE STORY BEHIND YOUR VENTURE?
A: McDonald reflects that, thanks to that one afternoon of rain, unparalleled damage was experienced in the parish capital. When the water subsided, besides damaged roadways and flooded buildings, the failure of the drainage system exposed the city’s weakness; a post-clean-up analysis showed that 47 per cent of the debris that backed up the system consisted of plastic bottles.
While McDonald admits that the events didn’t spur him to act immediately, it opened his eyes to seeing what he could do to protect and preserve the environment. “I love a clean environment, and the flooding incident brought the potential negative effects of our actions as a people to the forefront. We were motivated to work even harder towards a larger impact. We wanted persons to see the practical, everyday impact of their actions as well as to show the potential benefits of upcycling,” he shared.
And so, in 2017, Paradise Care Jamaica was born. “Paradise Care is a social enterprise that manufactures sustainable products using postconsumer recycled plastics and incentivises persons, including students, to reduce waste through upcycling,” says McDonald.
Q: TELL US A LITTLE MORE ABOUT THE PRACTICE OF ‘UPCYCLING’ AND HOW IT RELATES TO YOUR BUSINESS.
A: “It is important to note that we work with schools and other organisations. I’m an advocate for upcycling.” Upcycling simply means recycling discarded objects or materials to create a product that is of a higher quality than the original one. “I mentor schools and other organisations about the proper disposal of garbage, and the impact of plastic waste on the environment. And most important, how to start upcycling,” he said.
To expand its educational reach, the company is also pursuing a partnership with Wisynco Eco and Recycling Partners of Jamaica. (What would these partnerships mean for the growth and recognition of Paradise Care?)
Noting that over 600 million PET bottles are used in Jamaica annually, he pushes upcycling as a way to inspire behavioural change in his community. “We do bottle-collection drives in our community to ensure that persons are practising proper disposal, and our Incentive Programme adds to the attractiveness of doing the right thing,” McDonald revealed.
Q: WHAT IS THE U-SAVER LAMP?
A: Through the upcycling programme, the
company has manufactured the U-Saver Lamp, a portable, rechargeable, two-in-one lamp and power bank made almost entirely from recycled plastic bottles. Currently, the company is working on finishing its second prototype solar power U-Saver Lamp and power bank as well as securing a patent for the product.
Q: WHY THE NAME, PARADISE CARE, FOR A RECYCLING COMPANY?
A: “I’m a strong believer in the double-mission of Paradise Care; that is our advocacy as well as upcycling. The name of the company is also significant in that it represents exactly what we stand for. ‘Paradise’ represents our beautiful island, Jamaica, and Care represents the prevention of plastic pollution which results in a cleaner safer environment to live, work and create families.”
Q: WHAT CONTRIBUTION ARE YOU MAKING TO HELP PRESERVE THE ENVIRONMENT THROUGH YOUR BUSINESS VENTURE?
A: “Upcycling and recycling can help in reducing the effects of plastic disposal on our environment. If we have a nationwide drive that incorporates all sectors of society, just like national programmes such as Jamaica Moves, we will see significant changes in behaviour.
“We have made tremendous progress using upcycling, so much so that if there is a power outage in my community – there I am with my bag of U-saver lamps and my prototype shining bright in my hand going door to door.”
Paradise Care Jamaica is one of the three winners of the First Heritage Co-operative Credit Union (FHC) Entrepreneur Awards for 2020.
Q: HOW DO YOU FEEL ABOUT BEING SELECTED AS RECIPIENT OF THIS AWARD?
A: He notes that it’s quite exciting to be a second-time winner. “We won first place in the CAP Entrepreneurship Competition and with the support of the Government we entered the Diamond Challenge International Entrepreneurship Competition in Delaware, USA,” he disclosed. “Winning a national competition, though, is like none other.”