From Thai Meals to International Meals: A Journey of Thai Ready-To-Eat Food Brands

Thursday, September 1, 2022

The New Normal environment has led to a shift in consumer behaviors worldwide. People prefer dining at home and enjoy home-cooked meals more than before. Consequently, brands must adapt to this new landscape to connect with today's customers and stay competitive in the global arena.

The Office of Agricultural and Industrial Trade Promotion under the Department of International Trade Promotion (DITP) recently organized the second edition of the Thai SELECT Apprentices Program (T-SAPP) to help exporters of Thai ready-to-eat food products improve their competitive capabilities. Here are some stories of the exporters who have joined the program.

KAIXIN: Delivering flavorful Thai vegan food to international consumers


Prawit Chaisirisamphan, the founder of KAIXIN, said that through eight-year of experience in operating a vegetarian restaurant, he decided to develop vegan food products to expand the customer base and mitigate the impact of the Covid-19 pandemic on the restaurant business. KAIXIN targets not only consumers who are vegan or vegetarian but consumers who want to eat healthy and tasty vegan food. Initially, vegan snacks, such as Khao Ram Fuen Chip (chips made from chickpeas) and Vegan Plant-Based Crispy Crackling, were introduced to customers at the restaurant and via delivery services.

The T-SAPP workshop helped shape the business perspective, seeing new opportunities and new consumers in the broader market. The workshop guided the way to develop the products to cater to their needs and meet international standards.

"We wanted to grow our markets internationally but lacked experience, especially in branding Thai vegan food products overseas. Joining the T-SAPP was a major step for us in branding KAIXIN. What we have picked up from the gurus has become our branding bible."


ZALID POR DEE KUM: Changing the way to enjoy crispy fried Pla Salid ever

Prisana Wimolsiri, Managing Director of Plasalid Pordeekum Co., Ltd., the founder of ZALID POR DEE KUM brand, said that the unconditional love of a mother to children is the origin of ZALID POR DEE KUM. Born in Amphur Bangpakong, the largest Pla Salid (Gourami fish) farming area, she wanted her children to experience the original sumptuous taste yet hygienic Pla Salid. So, she invented the way to debone the fish and cut the meat into bite-sized pieces. ZALID POR DEE KUM focuses on delivering unique and convenient ready-to-eat food products made from quality ingredients in the local area. Its food processing factory involves teamwork from seniors who reside in the local community, taking part in developing crispy fried bite-sized Pla Salid.

The story began when clients living abroad tasted and wanted to order the product to sell in the US and Australia. That helped the brand see new opportunities and decided to attend the T-SAPP. Now, the brand has a clear direction to market its product.

"T-SAPP helped PLA ZALID POR DEE KUM to shape our brand model, understand the product value, learn how to market, and design the suitable packing for the product. Next, the brand will apply for the Thai SELECT, a mark of certification that guarantees the standards of ready-to-eat Thai food."

TEPA: Bring the best spices and seasonings, the heart of Thai cuisine, to overseas markets 


From the online feedback of 'Sam Kloe Samoe Chai,' the catchy product name that refers to its Coriander Roots Thai Trio Paste, Pantila Debhakam, the founder of TEPA brand, wants to grow its portfolio with various types of products. In the past, the main customers of TEPA products were stay-at-home moms who do home-cooked meals, but since the Covid-19 pandemic, the brand sees a jump in sales as more people prefer to cook food by themselves. She sees that T-SAPP is an important learning platform for the brand to develop instant Thai seasoning products to meet the international consumer market. Since the first edition, the workshop has provided a chance to explore a broader range of new knowledge. Coming into the second edition with a more explicit focus, the brand aims to expand its footprint, penetrating deeper into the target market and appointing product distributors to grow the business in the long run.

"More than expected, we have learned a lot from marketing gurus who guided us in a direction and examined feasibility along each step. With this guidance, we can see our pathway, which led to an Action Plan for our business."

These stories are based on the experiences of exporters who took part in the Thai SELECT Apprentices Program (T-SAPP). For more information about the following year's edition, please visit or