Among these companies is Prize of Wood Co Ltd, a subsidiary of SBP Group, a wood-importer and distributor. The company is offering wooden beams as a cheaper and much more beautiful alternative.

Prize of Wood, which makes wooden floors and decorations, is taking up something of a challenge since 90 per cent of houses in Thailand use metal roof beams.

"The point of a wooden beam is that it is as strong as a metal one and installation is 30 per cent cheaper," said Suez Pangsrisomboon, the company's vice president of operations.

Home Builders Production Co Ltd, a construction company for tailor-made houses, also proposes the wooden alternative to its customers.

General manager Montri Namsomboon admitted that it would take a very long time to convince people to use wooden beams in the face of their rooted belief in the durability of metal beams.

The company has nevertheless managed to secure customers, though few as yet.

In terms of durability, both materials are about the same, but an exposed wooden beam is much more beautiful than a metal beam embedded in a cement ceiling. Prize of Wood imports classic tropical hardwood from Malaysia and Indonesia.

Renowned resorts and high-end houses are its customers and a good advertisement that it hopes will lead to greater popularity.

Prize of Wood, however, is directly approaching engineers, architects, home-building companies and universities to create wider awareness of the benefits of wood.

Suez said the company used a computer program called Mitek 20/20 to control costs by shortening installation time. He believed that the company's policy of giving a 15-year warranty would eventually create trust in wooden beams.

Nitida Asawanipont

The Nation