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Published on August 28, 2007

As a result, the company has turned to the domestic frozen-seafood market. It is penetrating the corporate market, targeting hotels and restaurants, as well as concentrating on selling ready-to-eat food through 50 kiosks located in office buildings and making its products available through modern channels.

Managing director Thawee Piyapatana said the strong baht was the only factor involved in the company's drop in export profit. However, he declined to reveal PFP's profit from exports last year.

He said the baht was about 5-per-cent stronger than other regional currencies. All relevant ministries and government agencies should seriously consider existing regulations and decide what could be adjusted or relaxed to help manufacturers and exporters.

He said that if the baht could be adjusted to the same strength as neighbouring currencies, Thailand would have strong competitiveness in global markets, because it already had strong production and operational management with a reputation for quality and trustworthiness.

Thawee still expects PFP to achieve its annual sales target of Bt2.8 billion this year, up from last year's Bt2.5 billion. Of this, export sales will enjoy 15-per-cent growth to Bt1.8 billion and the rest, from domestic sales, will show 10-per-cent growth.

In its bid to penetrate the local corporate market by targeting hotels and restaurants, PFP has established a separate specialist marketing team.

"The number of hotels and restaurants keeps increasing, and this should be another big market opportunity for us. They want raw materials that are frozen and 80-per-cent finished, which matches our products," he said.

Revenues from the domestic corporate business currently account for 20 per cent of the company's total sales. He expects it to grow another 15 per cent next year. PFP has earmarked Bt30 million for building awareness and marketing its products domestically in the second half of the year.

Nitida Asawanipont

 The Nation