• 
• 

Published on September 26, 2007

It has also lowered its sales forecast for this year, from Bt340 million to Bt280 million, due to the appreciation of the baht and an economic slowdown in its major international markets.

President Rashada Khorprasert said the company had launched its own brand - Eastern Chef - in international markets in the middle of last year. It has begun with just three food categories, including precooked frozen meals. The company plans to introduce three more categories next year. But it has no plans to introduce the brand in the Thai market.

Locally, it has begun a food-delivery service under the City Meal brand. It has already opened one centre from where it delivers meals to customers' homes in Bangkok and expects to open four more centres this year and another three next year. Each centre costs about Bt500,000.

By the end of next year, Ratchada expects the new food-delivery service to garner 3 per cent of the Bt1-billion market.

At the same time, the new business will increase the proportion of JM Foods' total revenue generated from domestic markets to 40 per cent, from 30 per cent now.

Apart from the two additions, the company already operates six businesses domestically: Party Solutions catering service; Rice Station food kiosks in 26 Bangkok shopping malls; Food and Snack Box, which makes more than 20,000 boxes per day; Food Service, which manufactures ready-to-eat frozen meals as well as sauce and bakery items for restaurant chains; On Board Catering, which provides food for fast train service and Nok Air flights; and a cooking school.

NITIDA ASAWANIPONT,

THE NATION