Thailand’s CPRAM is an Ambitious Exporter
CPRAM is the largest manufacturer and distributor of ready to eat food in Thailand, and aspires to lead the way in exporting Thai delicacies to the world. As such, it has developed competencies in supply chain management, from suppliers to customers.
CPRAM markets under the brands Jade Dragon, Le Pan, Deli Thai, Delicasia, CPRAM Catering and Foodie:D.
Its main products are ready to eat foods and baked goods that are distributed through 7-Eleven convenience stores, supermarkets, and restaurants. The company was founded in 1988 and is based in Lat Lum Kaeo, Thailand.
“CPRAM’s products are exported to numerous countries around the world,” noted company President Wisade Wisidwinyoo.
As key elements of its exporting plan, the company will expand its production capacity at five plants, including two to be set up in Lamphun and Surat Thani. Three of its factories – in Chon Buri, Khon Kaen and Bo-Ngem in Pathum Thani – will be upgraded. The capacity expansion is in line with the company’s strategy to become a hub for food innovation in Asia.
“Now the company is 30 years old and throughout that history the company has planned in blocks of five years,” Wisade said. “The reason why we set each period as five years in pursuing our long-term strategic plan is that these periods match with those of the Thailand National Economic and Social Development Plan.
“For example, the sixth period is the Innovation Convergence Period, under which we aim to promote the people behind the many outstanding innovations,” Wisade added. “At the same time, we are working towards achieving best-in-class standards with continuous growth. We also expanded four factories to increase our capacity during the period.”
Wisade said all the company’s partners in the supply chain – from upstream to downstream – have been made aware of “the importance of serving the needs of consumers and society, who demand for food safety, food security and sustainability.”
“Our target for the next five years is challenging,” Wisade added.
Under the company’s planned expansion, the total capacity will be increased by 50 percent to 70 percent to support a market expansion of 15 percent annually. The company will allocate one percent of its sales, according to Wisade, around $6 million, to research and development and to spur innovation under the government’s Thailand 4.0 policy.
When it comes to the supply chain, the company was the first in Thailand’s ready-to-eat foods business to apply automation to warehouse management. “The warehouse controls the temperature inside with advance technology without polluting the environmental and even preserving energy,” noted Tivakorn Jongmekhamsuk, a senior general manager. “The temperature preservation system is the most innovative technology in Thailand with the cooling management that is crucial to the organization, focusing on freshness and quality control.”
The company focuses mainly on land transportation with over 730 vehicles transporting to retailers around the country. “Information technology has been applied into every process,” said Tivakorn.
CPRAM will apply biotechnology to develop health foods and special foods for elders, children, and diabetes patients. “We will also apply robotics,” said Tivakorn, “to work together with automated production processes for heavy duty and risky processes.”
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