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Friday, March 29, 2024

Khao TraChat rises above COVID-19 winning FDA quality award 2020

The raging spread of COVID-19 has taken the corporate world by surprise across many sectors. As for the leading rice manufacturer, Khao TraChat, under the management of C.P. Intertrade Co., Ltd., the pandemic has prompted a rethinking processes on multiple levels.

Mr. Sumeth Laomoraphorn, Chief of CP Group’s rice business, said: “The changes range from how to produce our rice more safely and help our retailers sell amid the crisis to the longer-term business outlook.”

“For example, we have introduced flexible working routines for our employees to help flatten the curve and reduce risk exposure. In the plants, vehicles are fumigated and hygiene standards are strictly implemented. Moreover, we help our partner restaurants and retail stores make better use of the online platforms for sales and delivery services as well as developing more ready-to-eat menus together with them to generate earnings more diversely.”

When asked how Khao TraChat is being transformed by COVID-19, Mr. Sumeth explains: “The short-term target needs to be re-evaluated for sure, but even more important is to look forward. Right now, CP Group has enthusiastically embraced digital transformation and our leader, Mr. Suphachai Chearavanont, is president of the Digital Council of Thailand.”

“For instance, the average age of Thai farmers is 55-60 and their children do not want to continue rice cultivation, so we cooperate with the Rice Department, Ministry of Agriculture and Cooperatives, to find solutions. We need to make farming easier and not too physically demanding such as by harnessing modern technologies like AI and 5G to build self-pilot tractors and soil quality detectors, as are already successfully implemented in Taiwan and Japan.”

Mr. Sumeth Laomoraphorn, Chief of CP Group’s rice business

“Not only must the new generation find cultivation less complicated, their rice must be a good breed and yield higher productivity and profitability. Therefore, we also invest in rice breeding development and land reform to reduce cost and increase competitiveness for them. Plus we add value to the products such as creating gluten-free pasta from rice.”

Mr. Sumeth affirmed that Khao TraChat business practices truly reflect CP Group’s guiding principle of adaptability to change: “We value change and always prepare for the future, which is why we focus on the quality of our rice and sustainability for every stakeholder in the long run.”

This year, Khao TraChat received “FDA Quality Award 2020” for the second consecutive time and it remains the sole recipient among producers of rice packed in bags. A national award administered by Thailand’s Food and Drug Administration (FDA), the FDA Quality Award honours exemplary companies with excellent operation and safe products for consumers.

Mr. Sumeth believes that the award is confirmation of the company’s quality-driven standard, especially during the time of crisis.

“It is truly a source of pride for everyone involved,” he said. “Our farmers feel that their hard work is acknowledged and appreciated by the government. We, as a producer, feel proud of our consistent safety and quality standards according to the slogan ‘Safe Rice, Verified at Every Step’. We are closely involved in every stage of rice production, from sharing know-how with our Smart Farmers and enhancing quality and quantity of rice production to making sure every grain passes quality assurance at Nakhon Luang Rice Mill. Our employees truly feel honoured and validated.”

“Moreover, consumers across the globe can be confident that Khao TraChat really cares about maintaining the best quality despite COVID-19, and that the rice it sells is safely produced and distributed.”

Mr. Sumeth concluded: “To maintain confidence among our Thai and international customers, and at the same time be responsible for society at large, are principles we are strongly committed to.  We believe that when producers promote good practices, Thai farmers enjoy good quality of life, consumers receive good rice, and everyone can grow together in a sustainable way. Moreover, the award serves to inspire us to keep improving, regardless of the situation, and makes us believe we can truly turn this crisis into an opportunity.”

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