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J.N.L: A food packaging company with a green vision

How J.N.L is transforming its business with skills development and clear communication

J.N.L is a food wrapping and packaging distributor that has a vision to create a more sustainable future for the planet. The company recently launched a new product line under its Turtleplas arm, which offers “better plastic” that is easily recyclable and biodegradable. However, launching the product is not enough. J.N.L also needs to communicate the benefits of its product to its partners and customers, and avoid the pitfalls of greenwashing.

To achieve this, J.N.L has embarked on a journey of skills enhancement and clear communication, with the support of the SkillsFuture Queen Bee network and partners such as DBS Bank. The company has participated in various SkillsFuture initiatives, such as the DBS SME Skills Booster Programme, to learn more about emerging trends, business objectives, and the expertise needed to advance its sustainability aspirations.

What is the SkillsFuture Queen Bee network?

The SkillsFuture Queen Bee network is a group of industry leaders that play a pivotal role in championing skills development, especially for small- and medium-sized enterprises (SMEs). They offer skills advisory to help organisations identify and acquire the know-how needed for business transformation. By joining an SFQB network, SMEs can tap on support from the ecosystem to enhance their skills development efforts.

J.N.L: A food packaging company with a green vision

J.N.L was connected to the SFQB network by a contact from DBS Bank, which is also a partner of the DBS Foundation. The foundation supports social enterprises that address social or environmental issues through innovative solutions. Through robust discussions with the SFQB network, J.N.L was able to develop a roadmap to advance its sustainability goals.

How J.N.L is upskilling its staff in digital marketing and sustainability communication

Since the beginning of the year, six team members from J.N.L have participated in SkillsFuture initiatives in areas such as digital marketing and sustainability communication. The company has received around S$10,000 in subsidies from SkillsFuture Singapore under the SkillsFuture Enterprise Credit scheme (SFEC), which provides a one-off credit of up to S$10,000 per entity to embark on enterprise and/or workforce transformation programmes.

By equipping its staff with new skills, J.N.L is able to position its products more effectively to its clients, and convey its green vision with clarity and credibility. Mr Joshua Lim, sales director at J.N.L, said: “We learnt more about how to use short words to talk about hard things, how to choose sticky metaphors to reinforce key messages, and how to avoid misleading claims or exaggerations that could damage our reputation.”

What are the benefits of J.N.L’s “better plastic” product line?

J.N.L’s “better plastic” product line is a result of its innovation and commitment to sustainability. The product is made from plant-based materials that are easily recyclable and capable of fully biodegrading within two years. This means that the product does not contribute to plastic pollution or landfill waste, and reduces greenhouse gas emissions.

The product also meets the needs and expectations of consumers who are increasingly conscious of their environmental impact and demand more eco-friendly options. By offering a “better plastic” product line, J.N.L is able to differentiate itself from its competitors and attract more customers who share its green vision.

How J.N.L plans to grow its business further with sustainability

J.N.L is not resting on its laurels after launching its “better plastic” product line. The company has plans to grow its business further with sustainability as a core pillar. Mr Lim said: “We want to expand our market reach and customer base, both locally and internationally. We also want to explore new opportunities and collaborations with other like-minded organisations that are aligned with our mission.”

To achieve these goals, J.N.L will continue to leverage on the support and resources from the SFQB network, DBS Bank, DBS Foundation, and SkillsFuture Singapore. The company will also keep upskilling its staff and enhancing its communication strategies to drive business growth through skills enhancement and clear communication.

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