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BETAGRO moves forward as one of the world’s leader of safe and hygienic food enhancing its processed food and export markets at full steam with an aim to grow by 15%

posted May 30, 2019, 2:17 AM by siam coverage   [ updated May 30, 2019, 2:20 AM ]

Bangkok, May 27, 2019 - BETAGRO Group, a leading food company, announces to continue enhancing its quality standard and safety products free from antibiotics, hormones and growth stimulants – certified as Raised Without Antibiotics (RWA). Highlights include BETAGRO’s export unit and ready-to-eat processed food offering over 1,000 choices while delivering consumers convenience, great taste and high quality meals. A total of 8,000 tons of processed food are produced from BETAGRO Central Kitchen Navanakorn.

Mr Somsak Boonlarp, Chief Operating Officer of Food Business, BETAGRO Group said that 2018 was a successful year for BETAGRO, thanks to three main activities. Firstly, our biggest marketing campaign ‘BETAGRO smoked sausage’ starring Pope Thanawat Wattanaputi as the first presenter. The campaign raised brand awareness for its smoked sausage by 93%, witnessed a 45% increase in regular consumption (based on a survey conducted among 300 consumers who consumes smoked sausage weekly) and boosted the sales of the sausage segment by 10% with a 15% growth in Grade A and premium sausage segment. Secondly, BETAGRO continues its commitment in creating awareness and understanding among consumers about the importance of choosing safe and hygienic food through ‘Food for Future’ campaign which highlights the fact that S-Pure is the first brand certified by NSF as Raised Without Antibiotics (RWA). S-Pure (fresh pork, chicken and eggs) grew by 17% 

while the average premium product market only reached 10%. Last but not least is our ‘RWA products’ which are exported to the Middle East and Europe under OEM brands and to Hong Kong under S-Pure brand resulting in a 14% growth in export volume while the overall export growth of the country only reached 11%. 

He added that for 2019, BETAGRO will focus on 4 main pillars. Firstly, it will leverage its success from the smoked sausage campaign last year with a new name ‘BETAGRO Cheese Sausage Series’. Six new flavors will be introduced for cheese sausages to meet the demands in the market, as consumers today love cheese and their rushed lifestyle means they want more convenience without compromising quality. Secondly, S-Pure has launched its ‘homemade-style premium sausage’ made with S-Pure pork to cater to sophisticated and health-conscious consumers who only want the best for themselves and their families. During its soft-launch, S-Pure sausage will be available at 6 supermarkets at The Emporium, Emquartier, Siam Paragon, The Mall Bangkae, Central Chidlom and Central Pinklao. S-Pure products will also soon be available in the Antibiotic Free Zone at over 49 BETAGRO shops and will be completely available nationwide by 2020. Currently, BETAGRO’s processed food holds about 15% of the market share, valued about 4,000 million baht and is expected to grow by 15%.

Thirdly, the ‘export’ market outlook which is on the bright side for 2019. The company aims to increase its total export volume by 12% or 97,580 tons by year end. The main products are frozen cooked chicken, frozen chicken and RWA certified products under S-Pure and OEM brands. Export markets include Asia; Hong Kong, Singapore and Japan, Middle East, European and Scandinavian countries. BETAGRO is also planning to increase its cooked chicken production capacity to 3,000 tons per year to meet the growing consumption demand from Japan.

Lastly, ‘BETAGRO Central Kitchen Navanakorn’ which has been constructed to serve as an innovation hub to introduce new products through a 750 million baht investment. Today, it is ready to deliver more than 1,000 SKUs in six categories, namely: 1) snacks and deep fried pork and chicken 2) cooked eggs 3) ready-to-eat rice meals 4) ready-to-eat food 5) bakery and 6) seasoning. Thanks to its modern innovation and technology, it is able to produce 8,000 tons of products a year which will help increase sales by 17%.

At THAIFEX : World of Food Asia 2019, which will take place during May 28 - June 1, 2019, BETAGRO will showcase its high-quality food under the concept ‘Experience Real Quality with BETAGRO’. The booth spans across 252 sq. m. and is designed as a butcher and barn area for business partners and consumers to experience the BETAGRO brand through various zones. There are special highlights such as casing demonstration for S-Pure Homemade Sausage and The Pork Cuts Range show. All product lines are available for purchase: fresh food, processed food, ready-to-eat food, and new products, at special prices. Don’t miss BETAGRO Real Experience Corner where visitors can enjoy delicious food from BETAGRO all day, cooked by Pro Chefs from Thailand Culinary Academy such as Chef Wattanasak Changkeb and Chef Tienchai Peerapongsathorn. Dishes include food, snacks, healthy options and bakery, with more than 30 choices on offer during May 28 - June 1, 2019, at 10.00-18.00 hrs at Challenger 2, IMPACT Arena Muang Thong Thani.