Charoen Pokphand Foods Plc (CPF) is offering ready-to-eat dishes featuring premium Australian beef at 7-Eleven stores across Thailand.
Amelia Walsh, senior commerce and investment attaché and commercial counsellor ambassador at the Australian Trade and Investment Commission (Austrade), participated in the unveiling of four new Australian beef products.
These include cheeseburger and penne with minced beef bolognese sauce by the CP brand, and sausage and chilli bologna with chicken and Australian beef by the Bucher brand.
Ms Walsh said Australian beef has high quality, owing to natural farming and stress-free raising practices.
She said Australia is attentive to its supply chain, allowing traceability.
This meticulous approach assures consumers about the origin and quality of the product, said Ms Walsh.
Regarding collaboration between Austrade, CPF and 7-Eleven, she cited a survey by Meat and Livestock Australia that found 78% of Thai consumers trust the quality of Australian beef for its taste and juiciness.
The partnership enabled the ready-to-eat burgers, bolognas, and sausages available at 7-Eleven stores.
Anarkawee Chooratn, head of corporate marketing at CPF, said addressing consumer needs is a priority, leading to the development of new products for people of all ages.
"The introduction of these four new items using Australian beef as a key ingredient exemplifies CPF's commitment to combining rich flavours and meaty aromas," said Ms Anarkawee.
"Extensive distribution is guaranteed via the 7-Eleven network."
Saowaluk Danwirunwanich, senior general manager for fresh ready-to-eat food product management at CP All Plc, said 7-Eleven is ready to support entrepreneurs by selecting high-quality products for their customers.
The addition of diverse meat dishes to the ready-to-eat category caters to the preferences of the new generation, who value premium meat at reasonable prices, according to CP All.