TOA advances its green commitment with flagship ‘TOA Wood Expert’ campaign

Caring for wood so that it lasts longer is about more than preserving its beauty. It is also about using resources responsibly. TOA Paint (Thailand) Plc (TOA), a comprehensive woodcare specialist and a leading Thai innovator in environmentally friendly paints and building materials, has built on this idea with its flagship campaign, “TOA Wood Expert: Caring for wood together”.

Under the theme “Caring for wood at home means caring for our forests”, the campaign invites people across Thailand to look beyond simply extending the lifespan of wooden items and embrace more responsible resource use and greater environmental awareness.

Combining environmental, social and governance (ESG) principles with accessible, engaging and practical communication, the campaign aims to show that caring for wood is part of caring for natural resources, and that everyone can help make a difference through everyday actions.

“TOA Wood Expert: Caring for wood together” therefore goes beyond promoting products to encourage wider participation. It provides woodcare knowledge and techniques, produces easy-to-understand content and introduces “Phi Chang Job”, a little squirrel woodcare expert, to make learning about woodwork enjoyable and accessible to all ages. The campaign also connects consumers’ everyday woodcare routines with opportunities to support forest conservation on a broader scale.

TOA has extended the campaign through a partnership with the Mae Fah Luang Foundation under Royal Patronage on a forest carbon credit management project for sustainable development. The collaboration supports the systematic conservation, restoration and management of community forests covering 960 hectares (6,000 rai) across 111 communities in five provinces: Chiang Rai, Chiang Mai, Tak, Yasothon and Amnat Charoen. It also aims to develop forests as carbon sinks that absorb greenhouse gases, while generating income and improving communities’ quality of life.

Jatuphat Tangkaravakoon, chief executive of TOA, said the company viewed wood as more than a material for building homes or making furniture. It is a valuable resource connected to ecosystems and communities. Extending its useful life is therefore another way to make better use of resources and reduce the need for new materials.

“We want to turn this commitment to woodcare into tangible action for our forests through our partnership with the Mae Fah Luang Foundation on forest restoration and the development of carbon credit projects. This is another important step in bringing the idea of ‘Caring for wood at home means caring for our forests’ to life.

“We invite everyone to start close to home by taking good care of the wood they already have, so that it stays with them for longer, while joining TOA in caring for our forests.

“The ‘TOA Wood Expert: Caring for wood together’ event, running from September 17-23, 2026, at Mega Bangna shopping centre, provides a space for home enthusiasts, woodwork lovers, tradespeople and anyone interested to learn about woodcare through practical experience.

“Visitors can explore a showcase of TOA’s woodcare products and receive advice from experts. Do-it-yourself (DIY) workshops offer opportunities to create and care for wooden pieces themselves, while interactive activities help everyone understand the connection between the wood in their homes and trees in the forest, and how TOA aims to extend the value of woodcare to environmental stewardship.”

Another highlight is “SNAP YOUR PLANT WITH ALLY: Snap & Share”, an activity inviting participants to join Ally Achiraya by photographing a plant that reflects their personality and sharing its story on social media. Participants have the chance to win a place at an exclusive workshop with the artist, with eight lucky winners joining her for a special creative experience at the event.

“TOA Wood Expert: Caring for wood together” is therefore more than an invitation to keep wood beautiful and durable. It encourages everyone to help create a cycle of care, from the wooden items in their homes to the forests where those resources originate, creating lasting value for both wood and the environment. It reflects TOA’s approach to connecting innovation, products and marketing communications with tangible benefits for society and the environment.

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