Commerce Minister Krirk-krai Jirapaet opens the Thaifex Fair, an event to mark the Kingdom’s attempt to become one of the world’s top three food suppliers.

The fair is being held until Sunday in Challenger Hall at Impact Muang Thong Thani. More than 2,000 exhibitors from 929 international companies are taking part. About 85,000 visitors are expected this year.

At the opening ceremony yesterday, Commerce Minister Krirk-krai Jirapaet said Thailand wanted to become one of the world's top three food suppliers.

The development of the food industry has brought optimism that it can achieve this goal. Only the United States, the European Union and Japan export more food than Thailand.

Krirk-krai said Thailand aimed to boost food exports by 8 per cent this year to US$10.05 billion (Bt348 billion), driven by the Thaifex exhibition, one of the biggest food fairs in Asia.

He urged food producers to improve their products' quality and design to serve the demands of the market.

Some new products have been developed by manufacturers, including frozen tuna buns, ready-to-eat salmon and tuna cups, ready-to-eat chilli paste in a cup, bowl and attractive plastic bag, and Thai-style dipping sauces in packages of various designs.

Most manufacturers and traders at Thaifex are attempting to attract both domestic and international buyers by displaying their products and technology innovations.

In the past three years, most exhibitors focused on their products without featuring innovative foods and booth decorations like this year.

For instance, Thai Union Frozen Products, which produces the Sealect and Chicken of the Sea brands, has introduced five products in convenient packaging. They include tuna in a plastic cup, ready-to-eat meals, and salad cream in a mini-package for only one serving.

Focusing on design and convenience, ready-to-eat products have arisen from efforts to save time and attract consumers, said the company's general manager Attapan Masrungsor.

High competition in the food industry and negative factors such as the baht's appreciation have driven the company to diversify its products to serve demand for variety.

The global trend seems likely to focus on convenience and healthy food, Attapan said.

Thai Union Frozen Products is one of the country's top three seafood and frozen seafood manufacturers.

Thawee Piyapatana, managing director of Pacific Fish Processing, said that convenient products with nice packaging were key for business growth.

 The company has introduced four products at the fair this year, including frozen salmon sticks, tuna buns and tuna flowers. It also aimed to launch 50 Pacific Fish Processing kiosks in Bangkok this year.

The increase in negative factors, including rising oil prices, the baht's strengthening and high competition, had encouraged the firm to improve its marketing strategy so that it can preserve its market share.

Rising concern for health had also persuaded the company to launch products that serve demand from health-conscious consumers at home and overseas.

Do Food, a small manufacturer of instant food, is trying to maintain its sales by producing healthy items with nicely designed packages.

Sukanjana Karaketh, foreign marketing coordinator, said the baht's appreciation had critically decreased sales orders. In a bid to keep its customer base, the company is developing its products' designs and improving quality in line with the demands of each specific market.

Do Food expects flat growth this year at Bt60 million. Major export markets are China, Hong Kong and Japan.

The Export Promotion Department reported that food exports increased 10.6 per cent to $9.3 billion last year, and were up 18 per cent to $3.2 billion in the first four months this year. Petchanet Pratruangkrai

The Nation