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Published on October 31, 2007

The company expects additional revenue of Bt 10 million a year from the new product, vice president Vallop Manathanya said. 

Vallop said that Hong Thong CI will include added calcium and iron in Hom Mali rice to protect consumers from osteoporosis. The target group for the new product is working women aged between 25-35.  

"This is a new innovation, which took two years to research and develop. We have our own patent. We want to add more value to our product and cater to health-conscious customers. If we win over this market segment, we will develop more new products," Vallop said.

Recently, the group launched New Hom Pathum Rice 100 per cent and expects the product to generate revenue of Bt100 million a year.

"I estimate that Chia Meng Group will earn Bt8 billion in revenue, a 10-per-cent increase from the previous year," he said.

Vallop said the group will export about 400,000 tonnes of rice this year, rising 10 per cent from the previous year.

At present, Chia Meng Group is re-branding Hong Thong Rice by changing to global packaging for sale in both the domestic and international markets.

"Rebranding will make our product in the domestic market and export markets in 50 countries a strong brand with the same production standard," he said.

Vallop added that the group will invest Bt 80 million in marketing next year to promote Hong Thong Rice in the global market. Chia Meng also plans to launch two new products every year. 

Nalin Viboonchart, The Nation