In conversation with
Mr. Somroek Tangpiroonthum

FDI Spotlight: What are the core values or DNA of Thai Ha?

Mr. Somroek Tangpiroonthum: We started as a very small trading company and we believe strongly in our core family values. My grandfather started trading rice over 50 years ago and my father ran the cooking oil business alongside it.

I am the third generation who run the business and I have been working here for 24 years. I was introduced to the business from a young age and learnt how our product was developed. This ultimately forms a great understanding of the business as I watched it grow into what it is today. I also take my children on business trips when I go abroad to give them the same opportunities that I had from a young age.

When you went public did you notice any changes from being a family company to a corporation?

Mr. Somroek Tangpiroonthum: When we were looking at going corporate, we completely understood that we had to be adaptable. The company had already proved that we could create small business become sustainable and new model business since we had a vision, planning and organizing.Exporting to domestic and international market more than ten years enable us to grow and have a reputation.

I can see that you have many premium products in you company, what new products are you working on at the moment?

Mr. Somroek Tangpiroonthum: We focus on “KASET Brand” instant rice porridge. We see a high demand for breakfast rice porridge in Thailand. Many parents want a quick and healthy breakfast option for their children. Recently, there has been a rise in demand for healthy products without MSG so we started producing healthy quick options that we now sell to 7-Eleven, Big C, Tesco Lotus and others. One of these healthy products we have developed is instant brown jasmine rice porridge with vitamins. Another is “KASET Brand” Instant Bean Vermicelli which is low in calories. We have also expanded into the coffee market with our premium coffee DoiDham – “Doi” means mountain and “Dham” means nature. It is an all-natural coffee grown in northern Thailand.

As Thailand is such a competitive market for rice products, what differentiates you from your competitors?

Mr. Somroek Tangpiroonthum: The rice market is very saturated and we have to compete with an influx of rice from Cambodia and Vietnam which are considerably cheaper than Thai rice. Our company, however, focuses on premium products. We can export our rice products to USA, Europe, Hong Kong and other countries. These premium products are a superior quality and healthier option catering to the increased demand for healthy alternatives around the globe.

Being such an international company what values do you look for when starting a new investment?

Mr. Somroek Tangpiroonthum: New Investment should be based on a set strategy and at least, we should know the ins and outs of that strategy well. We manage the business effectively and we have successful long-term relationship with our partner.