Begeroperates under the organization’s mission focused onEco-Wellness Innovationfor environmentally friendly and consumer-loving innovations for a long time, by introducing new innovations to help solve problems for consumers while taking care of the world and preserving the environment. This has allowed the creation of a segment of building paints and chemicals that help reflect heat successfully, winning the hearts of consumers for a long time.
When looking at the overall growth direction of the house paint business today, it can be seen that the growth of the real estate business has a direct positive impact on the growth of the house paint business as well. As the market grows, it inevitably faces intense competition. However, Beger has shifted the competition from price to creating products that best meet the needs of consumers in the current era, viewing that the benefits of paint are not just about beauty and durability.
At the same time, Beger is a brand that creates differentiation by being aware of the impact of carbon dioxide emissions orCarbon Emissionfrom industrial operations. According to data from the Thai Paint Manufacturers Association, the Overall Industry Carbon Emission is 854,123 tons CO2eq per year. Therefore, another important mission of Beger is to conduct business based on the concept ofSustainabilityin every production process before delivering paint to customers.
“Beger is the first paint manufacturer in the country to promote the creation of heat-reflective paint products that save electricity, such asBeger Coolpaint, which keeps homes cool regardless of the shade; even dark colors can be cool. Currently, it can also extend its properties to being a paint that helps reduce carbon dioxide emissions.”
Dr. Worawat Chaiyosburanan, Chief Executive Officer of Beger Paint Group, explains the mission to create products that meet consumer needs while also driving the market with innovations that consider the environment.
Throughout Beger’s more than 63 years, the factors that have led to continuous growth and trust from homeowners or users are the commitment to research new innovative paints and the continuous presentation of the most modern technologies to help solve problems and enhance living conditions (Living Solution) to align with consumer lifestyles from the past to the present.
Dr. Worawat reveals that one of Beger’s greatest prides is the innovation ofCeramic Cooling, which helps keep homes cool through the principle of heat reflection, possessing properties similar to thermal insulation. This is the same material that NASA chose to coat space shuttles to protect against heat during travel. Importantly, this innovation also contributes to energy savings and reduces greenhouse gas emissions, having received the National Innovation Awards, making it the first and only in the paint business in Thailand.
“We are pleased to have contributed to pushing and raising the standard of building paints in Thailand to the extent that the government has taken interest and established it as a new industrial standard called the standard for heat-reducing paint from sunlight orTIS 2514-2564, which uses the same criteria for measuring solar heat reflection as other paint standards worldwide, and the high-efficiency energy-saving label standard from the Department of Alternative Energy Development and Efficiency, Ministry of Energy, for house paint products that have been used continuously to the present.”
Furthermore, Beger’s paint innovation can also reduce carbon emissions in the product throughout the production process until it reaches the user, making it the first paint in the country to receivethe Low Carbon Label.From the Greenhouse Gas Management Organization (Public Organization)
Good innovation cannot begin if the organization lacksCore Valuethat is clear to provide direction for employees to use as a guiding principle in their work. Beger has had a principle for conducting business from the very beginning, which isFOCUSwhich stands forF-Flexibility & Agileflexibility and agility,O-Ownership by Entrepreneurial Spiritthe entrepreneurial spirit in conducting business,C-Creative and Innovationcreativity through innovation, andU-Unified Teamworkin developing products and services with innovation that is suitable for the current world and the needs of homeowners and users. Another essential aspect isS -Sustainabilityto ensure that everything operates sustainably over the long term.
“Beger invests in long-term sustainability to maximize production efficiency and minimize environmental impact, starting from sourcing alternative raw materials that come from nature orBio-basedthrough a closed-loop paint production process usingAVID(Advance Vacuum Inline Dispersion) which maximizes production efficiency to eliminate waste from the manufacturing process, using clean energy from solar power in production, as well as developing an intelligent delivery system that controls the product delivery process with computer systems and calculates the most fuel-efficient delivery routes, ensuring that Beger’s business operations deliver products to consumers with the lowest carbon emissions possible, and further reductions in the future.”
As an innovative company that meets the needs of users and the environment, Beger has the opportunity to be part of the success in creating sustainability alongside the mega-project real estate project valued at 120 billion baht, which has received the LEED Platinum award, such as the One Bangkok project. Beger has a program for the return of used paint cans to be properly cleaned and recycled for 100% reuse, with plans to expand this initiative to other projects in the future.
Additionally, Beger has partnered with the global organization NOVA Paint Club to collaborate on the Cool Roof Cooler Planet project, which aims to campaign globally to promote and support the painting of roofs with heat-reflective properties. For the public sector, Beger has taken the lead in collaborating with Bangkok Metropolitan Administration to assist Painting the roofs of schools under the Bangkok Metropolitan Administration to reduce heat in classrooms and help students feel comfortable through the heat-reducing properties of BEGER paint, supporting concentration in learning.
The next plan, Dr. Worawat emphasized that BEGER will continue to adhere to its Core Value, with sustainability as a key focus in its business operations. The company will strive to develop, improve, and innovate products by incorporating new technologies to solve problems and enhance Living Solutions to meet the needs of all customer groups, such as BEGER Cool paint, which helps reduce heat in homes and saves electricity while also reducing carbon emissions. This is the first house paint product to receive the Cool Earth Label from the Greenhouse Gas Management Organization (Public Organization), as well as producing paint that can reduce environmental impacts and health risks for users.
“With numerous awards certifying the quality of BEGER paint, we have never stopped developing and innovating, while also being aware of our responsibility to society and the world regarding reducing carbon dioxide emissions. We focus on becoming an organization that achieves net-zero greenhouse gas emissions, orNet Zeroby 2050. We want to be one of the driving forces encouraging other operators in the paint industry, as well as in all sectors, to seriously recognize and advocate for sustainability, for themselves and for this world.”
