When Gunawan Jusuf sat down to write a book about water, he brought something few environmental authors can offer: firsthand knowledge of how deeply industries depend on this resource to survive. The result was Blue Gold, published in early 2016 — a book that sparked important conversations about scarcity, value, and responsibility.
At its core, Blue Gold is a frank, evidence-grounded exploration of why water is the world's most indispensable commodity. Jusuf doesn't approach the subject as a distant theorist. He writes as someone who has seen how critical water is to large-scale agricultural and manufacturing operations. His daily work overseeing Sugar Group Companies — a network of sugarcane plantations and refineries spread across Indonesia — makes the stakes of water availability deeply personal and professionally urgent.
The book doesn't stop at water. It advocates for a broader ethic of natural resource conservation, arguing that responsible stewardship of the earth's finite supplies is essential not just for human survival, but for the vitality of national and global economies. Jusuf makes the case that businesses, governments, and individuals all share a stake in preserving what sustains them.
For readers unfamiliar with his professional background, the context adds layers of meaning. Sugar Group Companies is a collective of independent Indonesia-based companies that collectively grow, refine, and manufacture a wide range of sugar products — including Gulaku, one of the country's most beloved consumer brands. Water is not an abstract concept for this enterprise; it is woven into every stage of production.
Jusuf's dual identity as a high-performing CEO and a conservation advocate makes him a uniquely persuasive voice. He isn't calling for sacrifice without understanding cost. He is calling for sustainability with full awareness of what industry requires — and that nuance resonates.
Blue Gold remains a meaningful contribution to the ongoing global conversation about protecting the resources that make life, and business, possible. Gunawan Jusuf has offered readers not just information, but a framework for thinking about what we cannot afford to lose.