Paper manufacturing in Asia is getting a better image, thanks to a Thai company that focuses on sustainability, writes Karen Ho
ONCE upon a time, a farmer was labouring in the sun in his paddy field, perspiration on his face and hope in his heart for a profitable bounty, when he was approached by smartly-dressed strangers.
After introducing themselves and explaining their business, they presented a simple proposal. If he would grow their tree species free of charge on the unused land between and around his rice paddies, they would buy back those trees from him when they matured and were ready for harvesting.
The farmer welcomed the opportunity for extra income and when the visitors left, the sun seemed to shine brighter.
It has been 20 years since the Thai founders of paper manufacturer and distributor, Double A, first engaged the nation’s farmers and found a way to avoid taking away precious agricultural land to cultivate their “paper trees”.
The programme has helped more than 1.5 million farming families while providing the company with 200 million trees and safeguarding the nation’s agro-based economy.
The company’s story of successful environmental, social and economic sustainability is one that they need to share with the world.
Selling paper across the globe is no easy business. Notorious for its high consumption of energy and water for production, and for cutting down precious natural forests, paper manufacturing is viewed as one of the least eco-friendly industries. Compounding that image is the high level of environmental consciousness by consumers in major markets.
One man was tasked to help the company expand their business and at the same time be able to convince the global industry that sustainable paper production is possible and it has been happening in Thailand where the Paper Tree From Khan-na programme was pioneered.
Khan-na refers to the embankment in paddy fields which are typically used as walkways.
INTERNATIONAL RECOGNITION
“They were running this programme before I joined,” says Double A’s Senior executive vice-president Thirawit Leetavorn, with an Australian lilt. “So it was a case of taking it to the next level by getting this sustainable sourcing of trees recognised on a world stage by these European-based bodies. It’s very difficult to get them to accept that somebody in Asia can come up with a model that is sustainable. “
The bodies he is referring to are the likes of the Forest Stewardship Council (FSC) and Programme for the Endorsement of Forest Certification (PEFC) which grant forest certifications for eco-friendly practices, so securing their recognition is crucial to a growing paper and pulp company.
Sitting across the table from me in a contemporary cafe in Petaling Jaya, Bangkok-born Thirawit recalls that when trying to expand in countries like the US, Australia and in Europe, he faced many people who raised all kinds of issues.
These places were not fully aware of the eco-initiatives being implemented in a humble Southeast Asian country renowned more for its beaches than its forests.
While Double A has spent more than 25 years building a paper production business on the philosophy of sustainable development, it’s only in recent years that much of the Westernised world is starting to understand and accept the efforts being made in the East.
“One thing that FSC and PEFC came to realise is that production of paper, as with other heavy industries, has moved from the developed countries into emerging countries,” explains the Australian-educated Thirawit. “There’s more paper being produced in Asia than in both the US and Europe. That will only increase.” This knowledge motivated them to come and look at the players in this region, and has led to ongoing joint cooperation.
REAL BENEFITS
Engaging industry players and getting them to improve their perception is not enough. The affable Thirawit also wants to get consumers involved. “I want people to say I want to participate, to make a difference in my own small way in doing something positive for the planet.”
This jovial and eloquent gentleman cuts a fine figure in his business suit and tie, looking more like an economist than an eco-warrior. He confesses to not knowing much about environmental issues until he joined Double A about 10 years ago.
In fact, Thirawit did study and train to become an economist but quickly moved into marketing communications, where he can combine his background in economics and his fascination with human behaviour, particularly consumers.
“Believe it or not, it took me 10 years to get to a comfortable level where we can take this to consumers,” he says, before elaborating: “The technology wasn’t available back then for consumers to personally verify that what we do is sustainable and real. Now, it allows us to track where the trees grow. We can upload pictures of the trees onto a ‘cloud’ and consumers can see the trees themselves. So the technology enables us to communicate directly with consumers and say that if you want to contribute and help our planet, we recommend that you look for sustainably-produced products.”
The 1Dream1Tree initiative launched earlier this year by Double A achieved such objectives by enabling customers to plant a real tree remotely. A QR code on the ream packaging took customers to a microsite to activate the planting of Double A’s “Paper Tree” and thereafter they received an e-certificate and a notification of the planting along with GPS coordinates.
Says Thirawit: “We need to continue these programmes and we need people
to see that it’s not just a Double A thing. This is something that benefits everybody.”
His goal is that people don’t just read about sustainability and forget about it the next day, but that they actually do something.
It is estimated that the human population uses about 40 per cent more resources every year than we can put back. But can an individual make a difference in creating a balance? Thirawit seems to think so. “One tree leads to one forest. If you get one person to plant a tree in every country, imagine how many trees we would get.”
Apart from buying sustainably-produced products, he suggests a few other ways for anyone to play their part. “You have to respect the things that you use or consume. For instance, I love cooking so I try to use up all the produce that I buy. Also, walk, cycle, use public transport or car pool. We tend to get carried away with technology and find a need to upgrade. But hang on, think about it and delay that purchase.”
If a farmer or an economist can do something pro-environment, so can we.