Page 94 - 35 Year CPRAM

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“I think in order to become boundaryless, we must have a center for
all related parties such as researcher, developer, and businessman to
meet and exchange idea. For an example of one SME, the company
was producing one raw material for us but they had some technological
problems and we did not have the expertise in this area. If this center
is opened, experts both in the country and from overseas can gather
and integrate many technological aspects resulting in knowledge
exchange and ideas brainstorming. The researcher can tackle the
real problem to do research and development while the businessman
can have the support from the researcher to develop food innovation
through research project together. CPRAM will act as a middleman
for these two parties to meet, support with laboratory, personnel,
scientific equipment for research laboratory. Other than this, we will
In the past example, we have developed the technology and created also arrange several activities such as seminar and academic
many different innovations, but we can only do in area that we have meeting to exchange and share useful information that is beneficial
the knowledge, expertise, and skill. However, if we collaborate with to all related parties.”
others who have expertise in other skills, it can help to break the limit
and move us further. Recently, CPRAM has built partnership with On the expectation to set up FTEC Center, Mr. Wisade emphasizes
many external organizations especially with basic research (Deep to elevate the capability of Thai food industry from upstream to
Science & Deep Tech) which enables us to elevate the new products downstream and will invest 1% of sales or around 200 million Baht
and services development to consumers for instances, challenges per year on the research & development to achieve technology and
in create future foods for health and longevity of each individual food innovation.
age group and challenges to preserve food to maintain maximum Besides, CPRAM can also see the food requirement direction in the
quality and safety. future world that is driven with biotechnology. This is directly related
to the research and development of health foods from the fact that
At the same time in the competition field, we will increase the proportion
of online sales which is the clear and concrete concept of boundaryless. people need better preventative and curative health care such as
There is no need to open physical stores but products can be in diabetic patients or cardiac patients. Other than this, the nutrition
purchased on air from anywhere in the world, we can deliver the requirement for people of different age groups also varied such as
products to customers. We aim to elevate the capability of online baby, toddler, working age or even old age who need foods that are
sales in all channels including in the Metaverse that will happen in easily digested and can absorbed nutrition easily.
the future. Initially, we will give the chance for people to travel in the These are the business challenges for CPRAM. Therefore, CPRAM
metaverse to meet with CPRAM’s current conditions and what we has emphasized the importance of implementing biotechnology to
aim in the future. When entering CPRAM’s metaverse, people can see develop food innovation to respond to the various nutrition requirement.
our food production line, our current food research as well as future This will be the next step for CPRAM in this era to run production
food research & development. This is the example of boundaryless of specific foods for each group of consumers called functional
era that is about to happen and will happen.” food. Nevertheless, CPRAM continues to manage food supply chain
Another concrete project that will happen in this era is the establishment according to the strong FOOD 3S concept including Food Safety,
of Food Technology Exchange Center (FTEC) as the center of Food Security and Food Sustainability enhanced with technology and
cooperation and coordination from all related business parties in innovation together with all parties to create value to the society by
Thai food industry in both public and private sectors. delivery of foods for good health to everyone.
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To drive CPRAM into the new era concretely in the next 5 years under the leadership of
3 management members including Mr. Piyachok Piyangsu, Senior Vice President –
Production and Logistic Department, shared the perspective of entering boundaryless
era as followed.
“This will be the era with no further limitation. Purchase can occur anywhere anytime
from any part of the world. Boundaryless era will expand our customer base, so the
department of production and logistics must catch up. This is the era that we have to
prepare production capacity enough for customers’ need and our products whether
produced from any branch factory must have the same quality and standard. Most
importantly, after finish production the products must be delivered to customers
on time in order for customers to always receive fresh products.”
To drive the production and logistics department in this period is to build hub factory to
cover all area to distribute the product thoroughly while remain the freshness, cleanliness,
and highest food safety.
“The main challenge of production and logistics department is how to deliver fresh
products to customers on time. Delivery must take the shortest transit. One of the ways
is to build regional factories to cover the country in order to distribute the products
quickly. Currently, we have already undergone some parts. We have branch factories
in the Northern, Northeastern and Southern parts of Thailand. In the future, there will
be more branch factories like this.”
Another challenge that Mr. Piyachok can see is how to reduce the product distribution
time from factory to stores. Previously it took 6-7 hours, we aim to reduce the delivery
period to 2-3 hours only. “This is our target. We look at the Japanese model that can
deliver fresh products 3 meals a day including morning, noon and evening. Currently,
we deliver products once a day. If the delivery transit time can be reduced, we can
deliver more meals per day like in Japan. We could start off from delivery 2 meals and
improve to 3 meals. The main limitation is the distance but if we have branch factories
to cover thoroughly, everything is possible.”
To conclude the image of next era for production and logistic department, we can see
the work that involves more technology than before, faster, more efficient and is truly
boundaryless. We will see our products being produced and distributed everywhere
in the country, overseas even on online channels. After COVID-19 crisis, I must admit
that online channels play a more important role, and we need to expedite to respond to
the changing consumers’ behavior. The online channels will be the channels with high
expansion in the future. On the logistics part, we will focus on quick and efficient delivery
so the customers can receive fresh product on time. It seems that our department will
have a big task ahead of us, it would be tiring but fun and extremely challenging.”