CPF raises “technology” as the key to transforming the Thai food industry in response to 5 mega-trends in the world
Mr. Prasit Boonduangprasert Chief Executive Officer, Charoen Pokphand Foods Public Company Limited (CPF) Said that technology and innovation are the keys to increasing the competitiveness and success of the food business, the company focuses on applying cutting-edge technology, digital, IoT, full automation. For example, Smart Farm 4.0 makes farming more efficient, for example by using a Smart Silo that detects the amount of feed in the silo and automatically orders more feed. Applying scientific knowledge to improve animal breeding To help increase efficiency and productivity in production animals have better well-being healthier It reduces the number of workers working on the farm. which will lead to food security
Businesses will grow and prosper if they can adapt to the rapid changes of industry and consumers in a timely manner. Consumer trends have changed after the COVID-19 outbreak. important that help create opportunities for growth in the Thai food industry in the future, including:
1.Health and Wellbeing: Consumers turn to pay attention to eating healthy. And more nutritious Food is medicine Food that helps consumers to have better health.
2.Convenient and Fresh: from the outbreak of COVID-19 Consumers are interested in the convenience and freshness of food and must be able to purchase it easily and conveniently.
3.Product and Channel Innovation: The new generation of consumers pays attention to the development of new products. including packaging which modern technology allows the company to develop new products quickly keep up with the changes as well
4.Premium and Value for Money: Consumers focus on high quality food products. premium And it is worth the money paid.
5.Environmental Sustainability: In addition to quality and safety Consumers also emphasize food that comes from production processes that care for the environment and society.
CPF recognizes and places importance on developing food innovations. continually responding to changes and consumer trends continually starting from Kobenja “Benja Chicken” It is the first time chicken fed with brown rice, which is a 100% natural Superfood without growth hormones, has been certified by the NFS as antibiotic-free. Recently, Benja Chicken has successfully become the first brand of fresh chicken meat in Thailand that can win the award. “World-class food tastes” of the year 2022” or Superior Taste Award 2022 from Belgium.
In addition to CP Kurobuta pigs, CPF also develops products. Cheeva Pork It’s pork with omega-3 content. higher than common pork by raising Superfood foods, including Flaxseed, Fish Oil, Deep Seaweed which is a fresh pork product that can win the award for the best food innovation at ThaiFex-Anuga Asia 2020
Latest CPF also has developed an innovative plant-based meat under the Meat Zero brand to respond to the growing vegetarian group around the world. It has been developed and researched with world-class experts as PLANT-TEC. The technique gives plant-based meat products a texture. and taste like real meat by Meat Zero Garlic Nuggets and Burgers can win “World-class food taste 2022” or Superior Taste Award 2022 in Belgium and in the same year also received the “THAIFEX-ANUGA Taste Innovation Show 2022” award at Thaifex-Anuga Asia 2022 as well. Currently, CPF exports Meat Zero to also Singapore, Hong Kong
Mr. Boonduangprasert He said that besides plant-based meat products, CPF is also interested in alternative proteins from cell-based meat culture, seeing it as an innovation that will transform the global food industry. this close Along with collaborating with leading partners from the United States and Israel, leading to the development of products and markets in the future.
Thailand has a good image. It is the world’s best food production source. Including being in a good location for logistics operations, CPF has used Thailand as a base for research and development of new products. produce for export Thailand has great potential in agriculture. If Thailand can develop sufficient raw materials for food production will increase the capacity of the country and lead to food security for Thai consumers and around the world
