Betagro Group has expanded its product lines to cater to mid-market and high-end consumer groups abroad in a bid to raise export revenue to 19.2 billion baht this year.
Increasing sales in emerging markets in the Middle East and Asean are expected to help it achieve this year’s sales projection.
President Vasit Taepaisitphongse said his group added non-halal foods such as sausage and chilled pork for pork-consuming countries and expanded production lines of grilled chicken or yakitori for Europe.
Revenue from exports accounts for 20% of Betagro’s estimated total of 96 billion baht this year, up from 86 billion last year.
The group exports semi-processed and processed meats under various brands to 40 countries and territories worldwide, mainly to Japan and Europe.
“In Europe our yakitori products are popular with the high-end segment thanks to our hand-made production in which sticks of chicken are grilled over a charcoal fire,” Mr Vasit said.
However, some Asian markets such as Hong Kong and Singapore have become promising.
“In Singapore we teamed up with hypermarket operator Big Box to sell our branded food products at its chains,” Mr Vasit said during a press briefing at this year’s Thaifex: World of Food Asia, which ends tomorrow at Impact Muang Thong Thani.
Betagro and other Thai food companies have been joined by more than 1,600 international exhibitors at the expo to display food and beverages, food catering, food technology, hospitality service and retail.
Despite the sluggish global economy, the Thai food industry is expected to earn 1.1 trillion baht in export revenue this year, up by 10% from last year, thanks to higher shipments of value-added processed foods.
Mr Vasit said the opening of the Asean Economic Community this year could help its food business, largely in neighbouring countries where the company has expanded its presence such as Cambodia and Laos.
Betagro’s business covers the establishment of animal feed and livestock development representatives in response to growing demand in these emerging markets.
Last week, the company opened an animal feed plant in the Phnom Penh Special Economic Zone, with monthly capacity of 6,000 tonnes of feed. The move was part of a 4-billion-baht investment budget the group plans for every year. Mr Vasit said domestic food consumption remained sound, considering the strong prices of meat and eggs.
Sales of chicken meat, pork, eggs and other foods will contribute significant revenue to Betagro, which expects to expand by 11-12% this year.