Era 6 : Innovation Convergence Era
(2013 - 2017)

“Innovation played a significant role by building a strong and sustainable organization. Not only innovation could elevate the competitiveness within the market, it could also respond to present day consumers’ need that required more than just delicious food products.”

In 2013, C.P. Retailing and Marketing Co., Ltd had changed the organization name to CPRAM Co., Ltd. Under innovative culture that had molded the organization for over 10 years, CPRAM became more prepared in fully creating innovation in many aspects. Innovation played a significant role by building a strong and sustainable organization. Not only innovation could elevate the competitiveness within the market, it could also respond to present day consumers’ need that requires more than just delicious food products.

One tangible example of the success in this era was the establishment of CPRAM Innovation Center and Chonburi factory which was recognized to be the first private food innovation center in Thailand. CPRAM Innovation Center was the place that created innovator, a source of information and sharing knowledge to society. The innovation that CPRAM had created was presented in the form of exhibition and live models that could be touched.

CPRAM further cooperated with other international organization to develop technology and innovation for Robot and Automation that responded to the CPRAM development into Industry 4.0 in every aspect.

To drive sustainable business growth, the highlight of this center was within new Chonburi factory that was located in the same area. The factory had fully automatic production line which was specifically designed and was the most high technology in Thailand.

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For examples of automatic steamed bun production line and ready to eat meal production line in Chonburi factory still used almost all energy saving equipment. The office was also designed to have colorful atmosphere called Smart Office for any employee to work anywhere in the office in order to increase the imagination. The company also arranged encouraging activities for employees to present their work idea. The factory itself has a visitor corridor separately inside the building for different group of employee and visitors to avoid disturbance while working. Overall image of CPRAM Innovation Center and Chonburi factory were designed to be clean and modern like university or research institute which were different from typical factory.

In this period, CPRAM was able to accomplish the set goal by utilizing the supply chain from upstream including raw materials suppliers, production process, storage and distribution to downstream until end consumers in order to receive good quality and consistent supply which provided the greatest benefits in running business for every stakeholder.

The result of commitment had given CPRAM many awards within this era in both national level or international level award for examples of Thailand Kaizen Award, TPM Excellence Award, Industry Excellence Award,KANO Quality Award, Best Company of ASEAN Award and CPRAM was the only Thai food manufacturing company that received Deming Prize from Japan.

Moreover, C.P. Food Lab which was the research and development company was established to provide food analysis service in the Food Inno-polis in Innovation Center 2 (INC2) at Thai Science Park, Pathumthani. Previously the facility was the first CPRAM research and development center that brought the problems and challenges from CPRAM and worked on basic and applied research which would then be passed on to New Product Development (NPD) team. Currently C.P. Food Lab is the center of knowledge in research and development as well as the center for providing testing service to certify the research and development in Charoen Pokphand Group and any other companies within and outside the country.