Jodie Monteiro, the founder of Ferticlay, has turned a deep-seated passion for sustainability into an innovative enterprise that transforms Singapore’s overlooked soil and food waste into a force for good. What began as a final-year university project in December 2021 has blossomed into a business that is not only environmentally conscious but also socially inclusive. Drawing inspiration from a nature-loving upbringing and a commitment to the circular economy, Jodie has created a unique fertilising clay that champions regeneration, creativity, and community.
Her journey was shaped long before Ferticlay had a name. An interior design student with a focus on holistic sustainability, Jodie’s ethos was influenced by her resourceful father. ‘He loves to reuse things, pick up things from below our HDB, and upcycle them,’ she shares. This consciousness about waste informed her studies, where she would make reusable models from clay while her classmates bought new plastics.
The idea for Ferticlay was born out of a classic pandemic story. Without an internship due to COVID-19, Jodie returned to her love of crafting with her hands. Seeking an affordable and sustainable way to do pottery at home, she found that traditional clay was a non-renewable resource. An online paper clay recipe failed in Singapore’s tropical humidity, so she took matters into her own hands. ‘I'm going to go to my uncle's garden… I went to dig up his soil to extract clay,’ she recalls. The local clay was weak on its own, but an inspired experiment—adding waste eggshells and coffee grounds from her kitchen—made it stronger. This was the genesis of her ‘fertilising clay’.
The philosophy is simple yet profound: create beautiful objects that, at the end of their life, can biodegrade and nourish the earth. ‘While it's strong at the initial phase, it eventually biodegrades and feeds the soil,’ she explains. This regenerative model is at the heart of everything she does, from workshops to corporate commissions.
Ferticlay’s mission extends beyond environmentalism. Inspired by her parents, who train people with special needs for workplace readiness, Jodie saw an opportunity in the labour-intensive process of making her clay. ‘I thought, why not try to create some job opportunities here,’ she says. This social dimension has become a core part of the company, with her father still instrumental in training staff. While she doesn’t always label Ferticlay a social enterprise, the impact is undeniable. ‘If anyone meets one of my staff and learns that people with special needs are so capable, then I believe my job is done,’ she affirms.
As the sole full-time staff member, Jodie’s days are varied. She manages the production studio, runs workshops, and develops custom products like trophies and plaques. The process is hands-on, involving filtering clay sourced from construction sites and meticulously washing, drying, and grinding food waste. Alongside this heavy-duty work, she meets with clients, sends proposals, and fosters collaborations, all while trying to stay afloat.
One of Jodie’s goals is to change the perception of Singapore’s local clay, which is often seen as a burden and dumped overseas. By highlighting its value, she harks back to a time when it was used to make bricks and tiles. She is now blending this tradition with modern technology. With support from the SG Eco Fund, Ferticlay acquired a 3D clay printer. This ‘game changer’ allows for waste-free prototyping—a failed print can simply be scooped up and reused—and creates sophisticated, cutting-edge designs.
Her innovative approach has attracted impressive collaborators. A partnership with DBS bank saw staff create Christmas ornaments from Ferticlay sheets, which will be transformed into Chinese New Year decorations and later ground up to become wall tiles. This project perfectly showcases the company’s regenerative potential.
The journey has not been without personal challenges. Jodie speaks candidly about battling imposter syndrome. ‘Why am I the one running this company? Am I even qualified for this?’ she would ask herself. Through faith and the support of loved ones, she found her conviction. ‘I'm glad that at the end of three years, even if this doesn't survive five years, I'm still very happy and satisfied with the work that we've done.’
Looking ahead, Jodie is more empowered than ever. A recent earth-building trip in Chiang Mai, where she learned to make a house from mud bricks, was a ‘dream come true’. She now aims to bring these ancient, sustainable techniques to Singapore, starting small with a bench or an inner wall. Her vision for the future is clear: to continue learning from tradition, innovating for modern challenges, and proving that a business can be a force for both environmental and social good.
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Want to learn more about Jodie’s journey with Ferticlay and her vision for a circular future? Read the full interview in EPHEMERA, the 6th volume of INTERLUNAR's zine.
