Thiraphong: We are leveraging Chicken of the Sea’s trusted brand name and the manufacturing capabilities of Thai Union.

Thai Union Inter-national is forming a new division - Chicken of the Sea Frozen Foods - to strengthen its international image and brand loyalty.

The newly created division will offer premium-quality frozen and refrigerated seafood products to the food-service and retail industries, facilitated by an existing infrastructure for production, packaging and distribution.

"With the formation of the new division, we are leveraging Chicken of the Sea's trusted brand name, the manufacturing capabilities of Thai Union and a leadership team with unbeatable industry expertise," said Thiraphong Chansiri, president of Thai Union Frozen Product Plc (TUF), the country's largest processor and exporter of frozen and canned seafood.

TUF's sales revenue is projected to reach Bt60 billion this year, an increase of 15 per cent.

Bryan Rosenberg, president and CEO of the new division, said customers were demanding more information about the food they buy - from the product's origin, to how it was processed and packaged, to all of the costs involved.

"Our goal is to bring the buyer closer to the source and utilise our team's collective expertise to assist them in the purchasing process," said Rosenberg.

The company expects to gain Bt100 million in extra sales this year from a new export product called My Siam.

Launched to cash in on the rising global popularity of ready-to-eat microwave meals, My Siam was born out of a collaboration between TUF and celebrated Thai chef Rapeepan Luangaramrut, who created the first menu of five items, including tomyam kung, shrimp green curry and garlic shrimp. A total of 12 other items will gradually be introduced.

In an initial step, TUF invested Bt40 million late last year to install a new production line in its current plant.

TUF began exporting last week to Au Chan hypermarkets in France. Other targeted countries this year include the US, the UK, the Netherlands, Germany and Australia. To build up a wide brand awareness, the company will conduct joint promotions with retailers in those countries and arrange cooking demonstrations at selling points and road shows in six countries this year.

The marketing budget for the first year of operation is Bt20 million.

The new export products are well timed, because the Thai government is currently promoting its "Kitchen to the World" project in support of entrepreneurs opening Thai restaurants worldwide.

Nitida Asawanipont

The Nation