The Matcha Initiative
Nor is an Account Manager at Muuse, born and raised in Singapore. With a background in the Food & Beverage industry and over 10 years of experience in customer service, he is passionate about sustainability and circular practices.
At Muuse, he manages catering logistics and reusable systems, helping teams maximize usage, circulate materials efficiently, and minimize waste. He also enjoys raising awareness and training teams on sustainable practices, creating practical, real-world impact in F&B operations.
I can help The Matcha Initiative users by sharing what I’ve learned from my experience in F&B and events, showing practical ways to reduce waste, implement circular solutions, and make sustainable practices easy to adopt.
I got into sustainability because I’ve always cared about making a real difference in how we live and work. While working in the Food & Beverage industry, I saw how much waste is generated and realized that small changes like reusing materials and improving operations—can really add up. It made me want to do more than just follow processes: I wanted to implement practical, circular practices that genuinely make a positive impact on the environment.
At Muuse, I work with F&B partners, catering teams, and events to implement sustainable practices. I optimize logistics, streamline operations, and promote practical sustainability solutions that reduce waste and make day-to-day operations more environmentally friendly.
A key challenge was resistance to change, as people don’t always embrace new practices. I overcame this by clearly showing the benefits, making sustainable actions practical, and leading by example, gradually gaining support and adoption.
I’m most proud of managing the Sundown Festival, where we successfully provided 7,000 reusable cups over three days. Seeing such a large-scale event run smoothly with minimal waste and knowing we made a tangible environmental impact was incredibly rewarding.