Issue 21

Thailand’s snack industry has seen rapid growth over the last few years, especially in biscuits and wafers, which have seen export value increase from 1.8 billion baht in 2012 to 2.2 billion baht in 2014.

The world is a fast changing place, something which applies as much to the Thai snack industry as to other sectors.

Consumers’ changing lifestyles and willingness to try new things and pay for quality products are factors contributing to the growth of the industry,” says Pramote Chaiuran, Chief Executive Officer and founder of Virgin F&B, which manufactures Thai coconut rolls.

Founded in 1998, the company is valued at some 100 million baht. While products were initially exported mainly to Japan, Hong Kong and China, recently it has turned its attention towards Taiwan, Vietnam, Germany, France, Austria, New Zealand, Australia and the UAE. It employs more than 400 staff, producing 80 tonnes of snacks per month.

 “The idea came to me when I had a chance to taste some snacks which looked similar to Thai coconut rolls when I was travelling in Japan and thought it could have tasted better,” says Chaiuran of his inspiration for starting exporting the tasty snack. “When I got back from Japan, I discussed with my wife about manufacturing coconut rolls and was fortunate enough to obtain the recipes from my mother in law, which were later adjusted for standardisation.”

Chaiuran conducted market analysis of Thai snacks to ascertain why they were not popular for exporting. “It was all about the shelf life of the products, especially Thai snacks, where coconut milk is used as one of the major ingredients and can be stored for two months only,” he says. “We then found a method to extend the shelf life, particularly for exporting. The products can now be stored for a year.”

The company’s products are served on Thai Airways and Bangkok Airways, which Chaiuran believes has enhanced the image of Thai snacks, both home and abroad. For him, it is important to maintain a high quality. “We have achieved many awards, including Five Stars OTOP Champion (2014) and Prime Minister Award (2009), which I believe is due to the quality of the products,” he says.

In order to stay one step ahead of competitors, the company is consistently investing in research and development. “We maintain our position in the market by offering premium quality products, thus it is important to keep the company up-to-date with the industry and the technologies needed for production,” Chaiuran says. “Our employees also keep pace with new developments and are provided with the necessary training when required.”

Chaiuran believes the Thai snack industry has a great potential to grow as Thailand is well known for its foods and ingredients. “However, it is necessary for the entrepreneurs to compete on quality rather than price and deliver what is promised to the consumers,” he says.

For more information, visit www.moc.go.th and www.virgincoco.com
Words by: Manisa Phromsiripranee