In the dynamic world of Indonesian commerce, where agriculture meets global demands, one figure exemplifies the blend of corporate acumen and environmental stewardship. Gunawan Jusuf, at the helm of a major sugar conglomerate, has leveraged his position to spotlight critical sustainability issues, particularly those affecting water resources in his homeland.
As CEO of Sugar Group Companies, Jusuf manages a sprawling operation that includes sugarcane cultivation, refining, and sales across Indonesia. With ten offices and key subsidiaries like PT Indolampung Perkasa and PT Sweet Indolampung, he ensures seamless production of popular brands. However, his role extends beyond profit margins; it's in the fields where he first recognized the vulnerabilities in the nation's water supply. Irrigation challenges in sugarcane farming—marked by scarcity and rising costs—sparked a deeper investigation into broader water management flaws.
This realization culminated in his 2016 publication, "Blue Gold," a 176-page manifesto on Indonesia's impending water crisis. Jusuf's work critiques governmental shortcomings, such as lax regulations and failed policies, which exacerbate pollution, shortages, and inequitable access. Through detailed tables and nearly 100 images, he paints a vivid picture of the current state and forecasts dire consequences if inaction persists. Yet, the book isn't all doom; it offers actionable strategies for reform, from improved conservation techniques to community-driven initiatives.
Jusuf's advocacy is rooted in his Universitas Gadjah Mada education and years of practical experience. Based in Lampung Province, he travels extensively, gaining unique perspectives on how water intersects with daily life and industry. His efforts aim to foster a national dialogue, encouraging leaders and residents to treat water as "blue gold"—a precious asset deserving priority.
By merging his business insights with environmental passion, Jusuf sets a model for responsible leadership. His story shows how industry insiders can drive positive change, turning observations into influential narratives that could shape policy and preserve resources for generations.
Gunawan Jusuf's journey from sugar executive to water advocate underscores the importance of holistic thinking in today's interconnected world.
