Farm Chokchai Group, the maker of Umm Milk dairy products, plans to increase its competitiveness in the global dairy market with the use of carbon footprint and halal labels to attract more customer groups.
Customers make ice cream at Farm Chokchai in Pak Chong district of the northeastern province of Nakhon Ratchasima. KARNJANA KARNJANATAWE
Phuwanat Bangpan, executive vice-president for business and marketing, said the group recently gained the carbon footprint label from the Thailand Greenhouse Gas Management Organization declaring that all Umm Milk products released low carbon during the production process.
The carbon footprint label is already in use in several countries in both Europe and Asia including Britain, South Korea, Japan and New Zealand.
The group hopes to receive the halal label for its dairy products in the fourth quarter.
Both labels will help the company increase its competitiveness when it expands outside Thailand.
"Competition will no longer rely on ISO certification, as producers will compete head-on to get food safety and environmentally friendly labels. This will prevent them from facing trade barriers in many regions," Mr Phuwanat said.
The carbon footprint label will help to boost Umm Milk sales in Western countries, where consumers are more concerned about the environment.
The group is negotiating with several Asean companies interested in operating Umm Milk shops in Malaysia and Singapore.
It expects to start its business operation in Malaysia or Singapore within the next three years.
As far as the domestic market is concerned, the group has no plans to open new shops but will focus on adding product lines to strengthen its portfolio.
The group has signed a memorandum of understanding with Mahidol University to co-develop premium dairy products for Bangkok supermarkets, serving health-conscious Thais and responding to the country's move to an ageing society in the near future.
At the same time, it plans to produce house-brand dairy products for several supermarket chains.
Mr Phuwanat said the group also planned to revise the concept and image of its restaurant and souvenir shop.
Prime Steakhouse@Chokchai Farm on Sukhumvit Soi 23 and two restaurants and souvenir shops at its farm in Nakhon Ratchasima's Pak Chong district will be renamed Store@Farm Chokchai.
"The purchasing power of consumers has yet to rebound fully, so we'll focus on expanding the restaurant and retail market instead," Mr Phuwanat added.
