CP Foods made waves in the Asian food industry last year when it introduced chicken with ‘space-grade’ food safety standards into the market, setting a new bar for the poultry sector.
Riding on this success, this year the company successfully topped a list of chilled and frozen meat products to win the coveted Marketeer No.1 Brand Thailand award.
“To offer good protein and good nutrition, we are not just offering [meat] products — we offer food innovations made from real meat that meet world-class safety standards, while keeping convenience and true accessibility for all groups in mind,” CP Foods Head of Marketing Anarkawee Chooratn said.
“To keep pace with modern consumer behavior, CPF has developed food innovations such as the ready-to-heat (RTH) Chicken Basil with Rice Sausage which adheres to the same safety standards as food prepared for astronauts; Chicken Pocket, a high-protein sandwich that meets the health trend; and CP Chicken Nuggets, which has internationally acclaimed taste.”
Given that the company’s main products have traditionally always been protein-focused, it is no surprise that it is leaning heavily into the protein trend — but where many companies are working on adding protein into new categories not conventionally associated with protein such as beverages or desserts, CP Foods is sticking to its roots and focusing on making animal protein products like chicken and eggs more accessible to average consumers.
“Food security is not only about producing enough food. It also means ensuring that people can continue to access safe, nutritious food at an appropriate price, including reliable sources of high-quality protein,” CP Foods head of egg business Somkid Wannalukkhee added.
“Eggs are among Thailand’s most accessible sources of quality protein [as they are] nutritious, versatile and affordable. Maintaining this access requires more than focusing on production volume [but also] a system that combines food quality, efficient farming, capable employees, community support and responsible environmental management.”
To maximise the quality it offers, CP Foods is also developing eggs with added nutritional benefits, such as its popular Benja eggs, that are laid by hens fed with specially formulated superfood feed.
“These hens produce eggs with higher omega-3 content than conventional eggs, supporting the role of eggs as an accessible source of daily nutrition while responding to consumer’s changing demands for protein,” he added.
The role of food safety in protein consumption
Chicken and eggs may be popular protein sources, but tend to also be common sources of food contamination especially in hot and humid South East Asian environments where bacteria grows rapidly.
“We use automated technology to control temperature, feed, water and the environment inside poultry houses. These systems are designed to keep hens comfortable, reduce disease risks and improve production efficiency,” Wannalukkhee said.
“By producing quality eggs through closed farming systems and using probiotics to support hen health, we intend to give consumers confidence that our eggs are free from residues and salmonella.”