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sPeciAl Interview

“The Food and Beverage Industry trend
is for functional foods that not only have
appeal in taste, rather the ingredients
serve the consumer to improve their
health,”says Assistant Professor
Dr. Surapong Pinitglang, Food Business
Management Faculty at the University
of the Thai Chamber of Commerce.
In particular for Gen Y, generation of
people born during the 1980s and
early 1990s, the choice of functional
food that is seen as valuable for
the consumer is healthy food and
beverage which can serve to improve
their health.

It is noted that SMEs that are
manufacturers of food and beverages
account for a significant contribution
to Thai economy and Thai food
businesses also serve the food
industry in Japan, USA and the Asia
Pacific region. This is in accordance
with Thai government initiative to
make Thailand Kitchen of the World.

Accordingly, University of Thai
Chamber of Commerce is involved
in supporting the private sector and
SMEs in food and beverages with
Food Business courses to improve
the SME’s capabilities.

In terms of marketing, there are several
opportunities for Thai manufacturers
due to the unique attributes that give
Thai food products its distinction,
particularly in aromatic Thai herbs
and the popularity of Thai foods. Thai
agricultural resources also present
an abundance of food resources for
the manufacturer. Accordingly, the
strength for Thai food businesses are
in the product price.

30 Asia FOOD BEVERAGE Thailand