Charoen Pokphand Foods Public Company Limited (CP Foods) has earned esteemed recognition, receiving the Her Royal Highness Princess Maha Chakri Sirindhorn Trophy for Marketing Excellence at the Thailand Corporate Excellence Awards 2023. This prestigious accolade, bestowed by the Thailand Management Association (TMA) in partnership with Sasin Graduate Institute of Business Administration at Chulalongkorn University, highlights CP Foods' exceptional marketing achievements.
The award specifically acknowledges the innovative "Thai Chicken – Mission to Space" campaign, which reflects CP Foods' commitment to elevating food safety standards to levels comparable to astronaut food. This pioneering initiative showcases CP Foods' dedication to offering safe and nutritious products, while also emphasising its ongoing commitment to societal, community, and national well-being through sustainable practices.
CP Foods' CEO, Prasit Boondoungprasert, recently stated that the company's vision of becoming the 'Kitchen of a Sustainable World.' This vision integrates innovation and technology to create foods that are not only beneficial to human health but also environmentally friendly. A cornerstone of this vision is the 'Thai Chicken – Mission to Space' project, which is designed to raise the bar of safety standards of Thai chicken's compliance with space food safety standards.
This significant milestone was achieved through a collaborative effort involving NANORACKS LLC from the US and Southeast Asia's mu Space. This collaboration marks a historic achievement for Thai food, bringing it to safety standards akin to those required for astronaut consumption. This achievement underscores CP Foods' commitment to pioneering excellence in food safety and quality.
Prasit Boondoungprasert, reflecting on the accolade, stated, "We at CP Foods are deeply honoured to be recognised with this prestigious award, symbolising our dedication and success in providing top-tier products and services. This accolade reaffirms our commitment to ensuring CP chicken meets the most rigorous safety standards, offering Thai consumers quality comparable to astronaut food."
CP Foods' commitment to quality and safety encompasses ensuring each product is nutritious and affordable, guided by principles of Innovation, Wellness, and Planet. The company stays attuned to consumer needs and behaviours, continually advancing product research and development, and crafting campaigns and communication strategies that resonate with various lifestyle trends, promoting healthier eating habits across Thailand.
The company places a high priority on ethical animal rearing, choosing suitable breeds, and maintaining exemplary farm management and disease prevention systems. CP Foods innovates in animal feed, integrating probiotics from leading research institutes to enhance natural immunity in chickens, significantly reducing the need for medication and ensuring products are 100% safe and free of residues.
Adhering to the "Three Benefits to Sustainability Philosophy" championed by CP Group’s senior chairman Dhanin Chearavanont, CP Foods aligns its business practices with the benefits of the nation, the people, and the company, in harmony with the United Nations Sustainable Development Goals (SDGs) and the global goal of net-zero greenhouse gas emissions. This reflects CP Foods' enduring commitment to sustainable and value-driven business operations for the betterment of society, communities, and the planet.
The Thailand Corporate Excellence Awards 2022 honours organisations in terms of corporate excellence in 9 categories to serve as model organisations for others to learn from, in order to apply the knowledge to develop other organisations. Her Royal Highness Princess Maha Chakri Sirindhorn grants the trophy for organisational excellence in the various categories, the results of the Thailand Corporate Excellence Survey with top business executives ranked by annual revenue in the previous year.