Focus on brands
A focus on brand creation and quality maintenance was the common denominator among the more than two dozen Thai exporters and service providers honoured with Prime Minister's Awards at Government House yesterday.
Altogether, 31 high-performance exporters receive 32 PM Awards for: Best Exporter, Best Thai-Owned Brand, Design Excellence, Best Service Provider and the OTOP Export Recognition Award.
Ongart Kittikhunchai, president of Sun Sweet Co Ltd, a producer and trader of sweet corn, said Thai farm-goods exports are expected to grow significantly, as they are gaining acceptance as high-quality goods.
He added that the firm will focus its sales on own-brand products, rather than made-to-order goods, to increase export value. So far, about 30-40 per cent of sales are from the company's own-brand products, while the remainder are from OEM (original equipment manufacturing) orders. Ongart said the firm will increase the proportion of own-brand sales to 50 per cent.
To ensure growth and boost export value, he advised Thai exporters to focus on quality development and create their own brands.
Sun Sweet, which bagged the Best Export Award, targets Bt1.2 billion in sales this year. The firm has also sought new markets, mainly in India, Russia and the Middle East, as a strategy to ensure growth amid a slowing-down in major markets.
Visit Limprana, head of Nguan Soon Group, said the firm had grown steadily since starting to promote its own brands several years ago.
