Bangkok: When a napkin is more than just a household item, it's about health and the environment. In daily life, many people may think that all types of tissue paper are interchangeable. However, in reality, toilet paper is not suitable for use at the dining table and may unknowingly cause skin problems. This small issue reflects consumer behavior that often prioritizes price over quality, leading to the establishment of the first recycled brown napkin business in Thailand, which has been in the market for over 30 years. This story is shared through an interview with Mr. Nopsarn Kanokviriyasanti, Managing Director of Bell Walker Co., Ltd., which not only reflects the business's journey but also encourages consumers to question their "choices" in daily life once again.
According to Thai News Agency, the business started from recognizing an opportunity in the napkin market, which was not as prominent as toilet paper or facial tissues. Therefore, they chose to develop a niche product to avoid competing with major manufacturers and gradually built their own market, eventually operating for over 30 years.
Initially, Bellwalke was the first to produce brown paper napkins in Thailand, but they were not well-received because consumers were accustomed to white paper and perceived brown paper as unclean. Meanwhile, unbleached pulp was widely used internationally. Therefore, it is necessary to adjust strategies, find new target groups, and educate consumers about recycled paper, which will take some time to gain greater acceptance.
Furthermore, there were obstacles related to raw materials, as the amount of waste paper was limited, the printing industry declined, and both in-order and consumer demand were low. This resulted in relatively high initial costs. However, consumer demand has now increased, causing prices to gradually decrease.
Bellwalke focuses on developing its business while also caring for the environment, creating a connection from the industry to the consumer. In other words, if consumers use more recycled paper, it will help reduce global warming. In the production sector, environmentally friendly technologies are being adopted, such as solar cell systems, which help reduce electricity consumption during the daytime and can lower electricity bills by almost 25%.
Meanwhile, consumption patterns are continuously monitored. If the use of recycled paper is found to increase, it reflects that the industry is contributing to reducing its environmental impact. However, the use of regular paper has a significant impact on natural resources; a certain quantity of paper may be equivalent to cutting down approximately 17-20 trees.
The important thing is that everyone should choose the right type of paper for the job, such as facial tissues for wiping the face, paper napkins for wiping mouths, and toilet paper only for the bathroom. In terms of quality, facial tissues are of the highest quality, followed by paper napkins, and finally toilet paper.
The difference between recycled paper and virgin pulp paper lies in the fiber structure. Recycled paper has lower fiber adhesion, resulting in differences in softness and strength. Ultimately, the choice depends on consumer preference. However, Thai society often prioritizes price over quality, leading to a pattern of purchasing behavior: "Those who buy don't use; those who use don't buy." In other words, buyers choose the cheapest products, possibly without considering quality for actual use.
Finally, different types of paper should be used appropriately. For example, toilet paper should not be used on the dining table because it may have adverse effects on the skin.