Page 81 - 35 Year CPRAM

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It would not an overstatement to say that C.P. Retailing and Marketing
started off from ground zero since there was no ready to eat food
factory in this style before.
Previously C.P. Retailing and Marketing would only produce processed
2 Era foods in mass quantity for examples of fried chicken and sausages.
nd
When it came to ready to eat food product, the factory had to start
learning from the beginning. Before 1992, employees had to form
the steamed buns by hand and stood in a line inside a small room.
Development Era Production equipment in that time even though was modern but was
generally basic kitchen equipment.
(1993-1997) From the first 5 years of trial and error, C.P. Retailing and Marketing

started expanding from small kitchen into a larger production line
or small industrial scale on the principle that food production must
have quality, cleanliness, nutrition, and delicious flavor. After the The evolution in this period after the factory had shu mai and steam
Establishment Era, the following 5 years was the era for development buns were hamburgers with different patties such as pork, shrimp
“This era involved the implementation of C.P. Retailing and Marketing. The factory had brought in modern and chicken that were sold in 7-Eleven. Later, the factory developed
of modern technology and machinery technology and machinery to improve production efficiency. The new product which was ready meal to respond to the customers
that would like to purchase but not eat immediately.
steamed buns that were handmade had to be changed to use forming
to improve the efficiency in production process. machine from Japan that formed the products, placed on paper, In term of bakery products, there were demand of homemade products
The steamed buns that were handmade had and steamed. with no stock and had to be sold day to day. However, it was not
to be changed to use forming machine With expertise in food production and emphasis on product possible to support the modern trade retailer nationwide only from
development based on customers’ need, C.P. Retailing and
that could form the products, Marketing had launched many products to respond to various production facility in central Bangkok and distribute throughout the
country. In 1996, CPRAM had opened the first bakery factory branch
placed on paper, and steamed.” needs of consumers. in Phitsanulok to support expansion of 7-Eleven stores and other
leading retailers in Northern region.

Before this, C.P. Retailing and Marketing focused on production to
supply to 7-Eleven without considering the production for export.
However, after economic crisis of Thai Baht devaluation in 1997, Thai
food price decreased and hence the company received an attention
from oversea. After that, European Union customers contacted to
buy products from C.P. Retailing and Marketing due to interest on
shu mai and steamed bun in a clean and beautiful package. The
company later developed export products to match with the flavor
profile and demand of the customers in the European area.

In the economic downturn, the company also discovered that the
domestic customers would like to buy the products that were cheap
and convenient. So “Le Pan” brand bakery product was launched
to support the quick market expansion and able to compete in the
market. In addition, “Miss Mary” brand was also developed to supply
to the superstore market with the strength in festive products such
as pound cake and cookies.
In 1996, C.P. Retailing and Marketing had increased the registered
capital from originally 20 million Baht to 40 million Baht.