Era 2 : Development Era
(1993 - 1997)

“This era involved the modern technology and machinery into the business to increase the product efficiency. The steamed buns that were once made by hand were changed to be produced by machine where the products were formed and released onto the paper ready for steaming right away.”

It would not be an overstatement to say that C.P. Retailing and Marketing started from zero since at that time there was no factory that produced ready to eat food like this before.

In the beginning, Charoen Pokphand Group would produce only mass processed foods such as fried chicken or sausages only. When the business model had changed, the company had to learn and started from scratch. Before 1992, all steamed bun were all handmade, staffs were standing in line in a small production room. Even though the machinery was quite modern but it could also be called basic standard kitchen equipment.

From the first 5 years of trial and error, C.P. Retailing and Marketing started to expand from small kitchen into bigger production line considered to be medium industry. Based on the concept that the food production had to be based on quality, safety, cleanliness, nutritional value and delicious, these 5 years after establishment period was the development period of C.P. Retailing and Marketing since modern technology and equipment were implemented in order to improve the production efficiency.

For instance of the steamed buns that were handmade were later changed to be formed by Japanese machinery where the products were formed and released onto paper ready to be steamed right away.

With expertise in food production and emphasis on product development based on the consumers’ need, C.P. Retailing and Marketing had launched many products to respond to variety of consumers’ need.

The progress in this period after siu mai and steamed bun involved many hamburger patties such as pork, shrimp, chicken and seafood for distributed in 7-Eleven. After that another products were created which was ready meal box to respond to customers who want to purchase food but did not want to consume right away.

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For bakery business, since there was need for homemade products that can be sold on daily basis without keeping stock which responded to modern trade retailers nationwide, it was not possible to produce from center in Bangkok and distribute throughout the country. In 1996, the company had opened its first branch at Phitsanulok province to support the growth of 7-Eleven and other modern trade retailers in the Northern part of Thailand.

Although, C.P. Retailing and Marketing focused in production for distribution to 7-Eleven without consideration about the exporting the products overseas, after 1997 economy crisis Thai foods became cheaper which captivated the interest from customer abroad. During that time, the customers in Europe had contacted to buy the products from C.P. Retailing and Marketing because of interest in buying siu mai and steamed bun in the clean and attractive packaging. In addition, the company also had team for product development that can adjust the flavor profile according to European consumers.

During the time of the economic crisis, domestic consumers also wanted to buy products that were low priced and easy to find. Therefore, the company had launcned “Le Pan” brand to support the expanding market at competitive prices as well as “Miss Mary” to support the super stores market with the main focus in seasonal products such as pound cake and cookies.

Moreover in 1996, C.P. Retailing and Marketing had increased the registered capital from 20 million Baht to 40 million Baht.

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