CPF pledges to feed the world amid global turmoil
Charoen Pokphand Foods Plc (CPF) says it aims to provide high-quality protein products to global markets despite geopolitical uncertainty, strengthening Thailand’s position in worldwide food security.
Chief executive Prasit Boondoungprasert said food security is becoming a priority for nations worldwide. Those unable to produce sufficient food are seeking reliable partners, including both countries and companies.
To strengthen Thailand’s position in the food supply chain, the nation must invest in improved irrigation systems to enable farmers to grow crops in more rounds, reduce production costs across the supply chain, and explore new export markets, he said.
CPF continues to adopt the latest technologies, including artificial intelligence, to improve its production processes from farms to processing facilities, ensuring products meet international quality and sustainability standards, said Mr Prasit.
“We are conservative with our investments, focusing on integrating new technologies and automation systems in our facilities to improve production efficiency, rather than adding new sites,” he said, adding that facilities are operating at about 80% capacity.
CPF is prioritising trade by leveraging its established networks and plans to expand its international retail partnerships this year to distribute its products, particularly Thai-inspired items, to a broader customer base, said Mr Prasit.
“Consumers are looking for more than great taste and safety. They also expect convenience, nutrition, and responsible production,” he said.
At Thaifex-Anuga Asia 2026 held at Impact Muang Thong Thani during May 27-30, CPF is showcasing products for international markets under “Authentic Asia” and “Kitchen Joy” brands, bringing authentic Thai and Asian recipes into convenient ready-meal formats. They are available in more than 18 countries across Europe and the US.
Kitchen Joy’s Thai Cube line offers ready-to-eat Thai cuisine through more than 20 flavours. The brand is a best seller among European consumers and holds an 80% market share in the ready-to-eat Asian rice segment in Scandinavia, said Mr Prasit.
The products are currently available in Scandinavian countries and the UK, with plans to expand distribution through additional UK retailers.
Mr Prasit said the company also plans to sign 2-3 new partnership deals with international food producers later this year, following the recent partnership with Japan’s NH Foods Ltd to produce and distribute processed pork products in Thailand and several other Asian countries.
Source – Bangkok News
