WALAILAK KEERATIPIPATPONG
Thailand's largest traditional chicken producer, Tanaosree Thai Chicken Co, believes the ''Q-Mark'' label from the Livestock Development Department could be a crucial step for Thai native fowl to enter foreign markets. The department today is awarding the logo to certify the production process of the company's plant in Nakhon Pathom, which opened officially this week after a year in operation.
''Ours is the first processing plant for traditional chicken _ known locally as kai baan in Thailand _ which has a few farms that raise traditional chicken commercially,'' said managing director Juntanoo Satyawhadana.
The plant has the capacity to process about 1,000 chicks per hour or 3,000 tonnes of meat a year, all of which are supplied to 400 local customers covering modern trade retailers, schools, hospitals and popular roasted-chicken restaurant chains, including Nittaya and Tha Chang Kai Yang.
Mr Juntanoo said the company also expected to win an export certificate from the department by the middle of this year, in addition to a Halal certificate to be able to market its products in Muslim countries.
He said that traditional chicken had become more popular among consumers who prefer thin-skinned, tender meat that has less fat and cholesterol compared to broilers.
''Even CP, one of the country's leading broiler producers, has also raised traditional chicken,'' he said.
Domestic fowl are used in many popular dishes, such as Isan-style roast-chicken and tom yum kai baan is preferred, even though it costs two or three times more than mass-produced poultry.
The chicken also has strong potential in foreign countries, especially Japan, which plans to send a food inspection team to scrutinise the plant in the second half this year, said Teerawat Pichakronakasit, assistant managing director of Food Village Co, the marketing arm of the company.
Mr Teerawat said the Q-Mark would strengthen the brand image of Tanaosree chicken, which is also known as ''herbal chicken''. The birds are fed a special diet that includes healthy herbs, andrographis, kamin and phlai to help produce healthy fowl.
Sales of chicken account for about 40% of the company's revenue, which is forecast at 280 million baht this year, up from 200 million baht in 2007. The balance of the revenue is from other meats, seafood, fruits and vegetables, as well as groceries.
''We've diversified to cover more business lines other than only chicken in order to prevent risks,'' Mr Teerawat said, referring to the huge damage that the bird flu virus inflicted on the Thai poultry industry in 2004.
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Thailand's largest traditional chicken producer, Tanaosree Thai Chicken Co, believes the ''Q-Mark'' label from the Livestock Development Department could be a crucial step for Thai native fowl to enter foreign markets. The department today is awarding the logo to certify the production process of the company's plant in Nakhon Pathom, which opened officially this week after a year in operation.
''Ours is the first processing plant for traditional chicken _ known locally as kai baan in Thailand _ which has a few farms that raise traditional chicken commercially,'' said managing director Juntanoo Satyawhadana.
The plant has the capacity to process about 1,000 chicks per hour or 3,000 tonnes of meat a year, all of which are supplied to 400 local customers covering modern trade retailers, schools, hospitals and popular roasted-chicken restaurant chains, including Nittaya and Tha Chang Kai Yang.
Mr Juntanoo said the company also expected to win an export certificate from the department by the middle of this year, in addition to a Halal certificate to be able to market its products in Muslim countries.
He said that traditional chicken had become more popular among consumers who prefer thin-skinned, tender meat that has less fat and cholesterol compared to broilers.
''Even CP, one of the country's leading broiler producers, has also raised traditional chicken,'' he said.
Domestic fowl are used in many popular dishes, such as Isan-style roast-chicken and tom yum kai baan is preferred, even though it costs two or three times more than mass-produced poultry.
The chicken also has strong potential in foreign countries, especially Japan, which plans to send a food inspection team to scrutinise the plant in the second half this year, said Teerawat Pichakronakasit, assistant managing director of Food Village Co, the marketing arm of the company.
Mr Teerawat said the Q-Mark would strengthen the brand image of Tanaosree chicken, which is also known as ''herbal chicken''. The birds are fed a special diet that includes healthy herbs, andrographis, kamin and phlai to help produce healthy fowl.
Sales of chicken account for about 40% of the company's revenue, which is forecast at 280 million baht this year, up from 200 million baht in 2007. The balance of the revenue is from other meats, seafood, fruits and vegetables, as well as groceries.
''We've diversified to cover more business lines other than only chicken in order to prevent risks,'' Mr Teerawat said, referring to the huge damage that the bird flu virus inflicted on the Thai poultry industry in 2004.
Discuss
Add this link to...
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