Special Interview: CP All × Panasonic Energy (Thailand) Creating a Wave of Environmental Awareness Across Thailand
What drives the unwavering momentum of these two companies addressing Thailand’s unprecedented battery recycling initiative? What future do they envision for this project? Through a special dialogue between Mr. Thupthep Jiraadisawong, Senior Vice President of CP All, and Mr. Takuya Tanimoto, Managing Director of Panasonic Energy (Thailand), we explore the path toward realizing a circular economy concept.
Shared Vision for Addressing Social Issues
Q. Could you share the collaboration history between CP All and Panasonic Energy, and how you first connected?
Mr. Thupthep: The partnership between CP All and Panasonic Energy has continued without interruption for 25 years since 1999 when Panasonic batteries began being sold in 7-Eleven stores. I joined CP All in 1997, but I first met Mr. Tanimoto about three years ago when I assumed my current position. The solid foundation of over two decades of partnership has certainly helped us establish a good relationship from the start.
My impression of Mr. Tanimoto has remained unchanged over the past three years—he is friendly and sincere. Through our discussions, we aligned on the direction of “not just business, but also working together to address social issues.” This led us to explore ways to leverage 7-Eleven’s network of over 15,000 stores for meaningful initiatives, and from there, the battery collection and recycling project (hereafter referred to as the “recycling project”) was born.
Mr. Tanimoto: I also recognize that our company has maintained a strong relationship with CP All for many years, even before I assumed my role. Starting sales in 7-Eleven was a crucial step in making Panasonic batteries a familiar presence for Thai people.
My first experience working with CP All was in 2005. My impression of Mr. Thupthep is that he is a leader brimming with ideas and vitality. I vividly remember how he eagerly took notes and collected ideas as we spoke during our first meeting. Now, three years later, I am pleased to see the recycling project come to fruition and make steady progress.
Q. What was the deciding factor for collaboration on the recycling project?
Mr. Thupthep: CP All has adopted an environmental policy called “7 Go Green” (Figure 1), aimed at creating a sustainable local society. For example, we have installed solar panels on 7-Eleven stores, built stores using materials that minimize air-conditioning usage, and converted our delivery bikes to electric vehicles to reduce environmental impact.
Panasonic Energy brings technical expertise and innovation, while CP All has the advantage of Thailand’s largest distribution channel. We decided to collaborate on this recycling project because we believed that combining our strengths would enable us to address the shared goal of tackling “environmental issues.”
Partnering to Overcome Challenges
Q. What challenges have you faced with the recycling project, and how have you addressed them?
Mr. Tanimoto: There have been many challenges, but we’ve prioritized collaboration to resolve each one. For example, when we started to place the collection boxes, there was little awareness, making it challenging to encourage customers to drop off used batteries. In fact, the most frequently found in the boxes were not batteries but receipts. To enhance collection rates, I had numerous discussions with Mr. Thupthep.
Mr. Thupthep: After reviewing the project, we identified three crucial issues:
1. Low awareness of the project. 2. Inadequate placement of collection boxes. 3. High logistics costs.
Issues 1 and 2 were the primary reasons for the low collection rates, so we collaborated to devise solutions.
For issue 1 (low awareness), we implemented measures such as designing eye-catching collection boxes. For issue 2 (box placement), the project initially targeted environmentally conscious young people by placing boxes in stores near universities. However, the collection volume was far below expectations. Universities are places for study, not for daily activities, so they were likely not ideal locations for collecting used batteries. We then changed our strategy, selecting box locations based on data and identifying areas where batteries were sold most frequently.
Achieved installation of collection boxes at 1,000 7-Eleven stores
Currently, collection boxes have been installed in over 1,000 stores, selected based on collection rates and customer data, covering Bangkok and 72 provinces nationwide. Collection rates are gradually increasing. Moving forward, we will focus not only on increasing the number of collection boxes but also on raising customer awareness and encouraging recycling behaviors.
Mr. Tanimoto: In the recycling business, the key challenge is creating a habit where people automatically think, “Once I’ve finished using a battery, I’ll take it to a collection box.” To achieve this, it is crucial for people to understand where the collected batteries go and how these collected batteries are utilized, recognizing that their actions are part of the circular economy.
Expanding Store Locations to Create a Wave of Environmental Awareness
Q. What are your future goals as partners?
Mr. Thupthep: First, we aim to increase the number of stores with collection boxes. The scale of this expansion will be determined based on data such as collection rates and the volume of recycled materials. Additionally, we want to focus on initiatives that raise environmental awareness among consumers, especially young people. In the long term, we aim to establish a sustainable ecosystem, such as recycling collected batteries into new products.
Mr. Tanimoto: Compared to 2022 when collection boxes were installed in only 31 stores, reaching approximately 1,000 stores now is a significant milestone. Each store now collects about 80 batteries per month on average, and collection rates are steadily improving. Working with Mr. Thupthep to expand the number of stores with collection boxes will not only increase public interest in the project but also create a wave of environmental awareness.
I believe this wave can help draw more government attention, ultimately fostering momentum for a nationwide circular economy in Thailand.
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