Officially introduced to food industry specialists at THAIFEX World of Food Asia 2019, Southeast Asia's largest food and beverage show, Dusit Foods outlined its strategy to invest in food-related companies with strong growth potential. It also announced its plans to market its own premium instant food brand, named Khong Thai, produced in partnership with world-renowned Australian chef David Thompson and aimed mainly at international markets.
By pursuing organic and non-organic growth, Dusit Foods aims to achieve THB 400 million in revenue by the end of this year. It has set the target of achieving THB 1 billion in revenue by 2021.
Expanding on DTC's vision to uniquely deliver gracious Thai-inspired hospitality to the world, Dusit Foods aims to 'Bring Asia to the World' through Thai and Asian food products that reflect four key pillars of sustainable production - Healthy, Natural, Organic, and Supporting local communities - while also leveraging DTC's strong reputation for delivering high quality experiences, particularly in Asia, where most of the company's hotels and resorts are located.
To expedite its growth, Dusit Foods recently invested in two companies with a proven track record in the food industry. This included investing for a 26% stake in NR Instant Produce Co., Ltd. (NRF), a leading manufacturer and exporter of instant food and beverages for more than 50 brands; and investing for a 51% equity stake in Epicure Catering (ECC), the leading provider of catering services to international schools in Thailand. Dusit Foods plans to increase its holdings in ECC to 70% with further investment in early 2020.
As for its own products, Dusit Foods plans to establish Khong Thai in the international market. The products will initially be aimed at white tablecloth restaurants, with a view to targeting key food suppliers later.
Popular recipes such as Pad Thai Sauce, and traditional seasonings like Sri Racha, Fish Sauce, White Soy Sauce, and Oyster Sauce are all slated to be introduced soon. The product line up is expected to comprise at least 20 different items within the next two years.
"By leveraging and complementing our core operations in hospitality, we are confident that Dusit Foods will be a fruitful venture for our company," said Ms Suphajee Suthumpun, Group CEO, Dusit International. "The return on investments will be a key driver in achieving our target of 400 million baht from food business this year. And these investments, coupled with the introduction of our own food products, will be another important factor in our sustainable and profitable growth as a company."
Mr Jate Sopitpongstorn, Managing Director, Dusit Foods Co., Ltd., said, "We are delighted to work with celebrated Australian chef David Thompson to develop the recipes for Khong Thai. His passion for authentic Thai food is well known, especially as he is behind the success of Michelin-starred Thai restaurants both in Thailand and abroad. Our initial marketing mix is 90% overseas and 10% domestic, with a particular focus on the United States because of the large consumer base and popularity of Thai food. We plan to penetrate both online and offline markets, reaching directly to chefs, food entrepreneurs and food services operators. We will launch Khong Thai in the US this September, before expanding to England, Germany, France, and other key European markets."
Dusit Foods will be present at THAIFEX World of Food Asia 2019 (Booth 11RR55) during 28 May - 1 June 2019. Khong Thai products will be introduced in a cooking demonstration by chef David Thompson together with leading chefs from Dusit Thani College and Le Cordon Bleu Dusit Culinary School.
The initial product line-up includes four premium recipes, namely Green Curry, Massaman Curry, Yellow Curry and Laksa. Each dish comes in two styles - "Simmer Sauce, Ready to Cook," and "Concentrated Paste," which, depending on the recipe, is designed to be combined with coconut milk and/or water.
Dusit International was founded in 1948 by Honorary Chairperson Thanpuying Chanut Piyaoui, whose ﬁrst hotel was the Princess on Bangkok's New Road. Today the company is a leader in hotel management, franchising and education and comprises a unique international portfolio of distinctive hotels and resorts operating under four brands: Dusit Thani, dusitD2, Dusit Princess and Dusit Devarana. The company currently operates 29 properties worldwide and has over 50 confirmed projects in the pipeline in key destinations such as Australia, Bhutan, China, Indonesia, Kenya, Myanmar, Oman, Philippines, Qatar, Saudi Arabia, Singapore, Thailand, Turkey, and UAE. Dusit International also operates the signature Devarana Spa and has a fast-growing Education Division. The latter, established in 1993, comprises Dusit Thani College, which offers vocational and postgraduate hospitality degrees at campuses in Bangkok and Pattaya; Le Cordon Bleu Dusit Culinary School; and the recently opened Dusit Thani Hotel School, which is Thailand"s first hospitality school based on the ASEAN Common Competency Standards for Tourism Professionals. In 2018 Dusit will open the pioneering Dusit Hospitality Management College, a unique fully integrated hospitality school and hotel in Manila, Philippines. For more information, please visit www.dusit.com.