S. Khonkaen Foods Public Company Limited

S. Khon Kaen Foods Public Company Limited has overhauled its export strategy, moving from shipping goods to exporting its brand, knowledge, and Thai wisdom to manufacture overseas, in order to overcome rising trade barriers driven by regionalism. Speaking at an EXIM Bank forum, Mr. Jarasphon Rujirasophon, Chief Executive Officer of International Business, revealed that the company has partnered with a factory in Poland to transfer technology for producing Thai sausages, then distributing them to markets in Europe and the United Kingdom, thereby avoiding tax and transport restrictions. He also highlighted opportunities from the soft power of food, which is prompting more foreigners to buy Asian ingredients. The proportion of local customers in Asian supermarkets has risen to 60 to 70 percent, up from a previously Asian-dominated base. Additionally, he unveiled a blueprint for penetrating foreign markets, which involves on-the-ground surveys, using AI for data analysis and cross-language communication, and embedding ESG as a differentiation strategy, such as reducing sodium in products and using raw materials from Thailand to support upstream farmers.