The avocado entrepreneur harvesting success under DITP guidance
published : 9 Sep 2021 at 11:25
Thitirat Sakdaprecha Founder, Boriboon Farm
“Everything is based on our perseverance,” says Thitirat Sakdaprecha.
“We may fall and suffer today but waiting for us tomorrow is success.”
As a trailblazer in Thailand’s burgeoning avocado-oil industry, Thitirat knows plenty about the long and difficult road to success.
His journey began when he founded the Boriboon Farm brand.
“We currently produce personal care products – skincare, soap, bathing gel, shampoo and hair conditioner – using avocado grown on the farm,” he says.
However, after realising that the personal-care market was already saturated with rival products, Thitirat decided to branch out.
In addition to the non-food products, Boriboon Farm began tapping its avocado harvest for edible oil. The move was a big gamble since it had never been tried commercially before in Thailand.
“Production is done completely in-country and is the fruit of research on quality by Kasetsart University.” “The oil is produced by the cold-pressing method and helps drive down LDL cholesterol,” says Thitirat.
Boriboon Farm’s new product also received positive feedback from customers during market testing.
“The Department of International Trade Promotion [DITP] then suggested we think about exporting the oil, which we initially had no idea about.”
Thitirat says the DITP also advised the company about cost management, which had not been a priority for Boriboon Farm.
“Quite honestly, in the early days of the business we only thought about sales and how to increase them, regardless of the profits we received from our effort.”
With the DITP’s help, this has now changed.
“Nowadays, we are deeply concerned about strategies from the beginning to the end of operations, including costs. Plus, we now know that doing business with partners directly is better than working through middlemen, thanks to the DITP who matched us with partners or offered ways to talk to them directly.”
Though still in its early phase, the business is currently expanding quickly, explains Thitirat.
“It is now clear what to do in order to grab our success,” he says.