INFORMA December 2014

A BUSINESS MAGAZINE OF THAI – ITALIAN CHAMBER OF COMMERCE DECEMBER 2014

TUTTO FOOD All about food stories

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Ti ny Tigers Playgroup at Bangkok Patana School

President's Message

Thai-Italian Chamber of Commerce PRESIDENT Mr. Giacomo Mauri – River of East-West Harmony Co., Ltd. Tel: +66 81 814 5160 VICE PRESIDENT Ms. Tiziana Sucharitkul – Tilleke & Gibbins International Ltd. Tel: +66 2 653 5555 Fax: +66 2 653 5678 HONORARY TREASURER Mr. Chakrit Benedetti - Italasia Electro Co., Ltd. Tel: +66 2 261 7990-9 Fax: +66 2 261 8700 DIRECTORS Fr. Giovanni Contarin – Camillian Hospital Tel: +66 2 185 1444 Fax: +66 2 185 1403

Giacomo Mauri President Thai-Italian Chamber of Commerce

Mr. Sawang Pracharktam – Thai Optical Group Plc. Tel: +66 2 440 0506-8 Fax: +66 2 440 0509 Mr. Yongyudh Teeravithayapinyo – Jewelry Network Co., Ltd. Tel: +66 2 610 9378-9 Fax: +66 2 610 9379 Mr. Rene Okanovic – Berli Jucker Public Co., Ltd. Tel: +66 2 367 1092 Fax: +66 2 381 4541 Mr. Pierre Nicou – Eurofood – The Commercial Company of Siam Ltd. Tel: +66 2 261 0245 Fax: +66 2 261 0243 Mr. Luca Vianelli – MDA Consulting SEA Co., Ltd. Tel: +66 2 652 2447 Fax: +66 2 652 2448 Mr. Romeo Romei – Quick Pack Pacific Co., Ltd. Tel: +66 2 367 1092 Fax: +66 2 531 6425 Mr. Federico Cardini – F. Infinity Chalon Co., Ltd. Tel: +66 2 207 8614 Fax: +66 2 207 2626 Dr. Francesco Pensato – WorldPharma Co., Ltd. Tel: +66 7 6 263 923 Fax: +66 7 6 367 153 Mr. Andrea Gallucci – DIGITHAI Software Group Co., Ltd. Tel: +66 2 610 3925 Mr. Sandro Zanello – Savino Del Bene (Thailand) Ltd. Tel: +66 2 714 3700-3 Fax: +66 2 714 3515 SECRETARY GENERAL Mr. Giovanni Quaratesi Thai-Italian Chamber of Commerce.

1126/2 Vanit Building II, Room 1601B 16th Floor, New Petchburi Rd., Makkasan, Rajdhevee, Bangkok Tel: +66 2 253 9909, +66 2 255 8695 Fax: +66 2 253 9896 E-mail: secretarygeneral@thaitch.org

The Informa is the magazine of the Thai-Italian Chamber of Commerce, covering all business activities and social news of interest to the members of the Thai-Italian community and others active in the expanding ThaiItalian bilateral relations.

EDITOR: Thai-Italian Chamber of Commerce Tel: +66 2 255 8695 Fax: +66 2 253 9896 E-mail: info@thaitch.org EDITORIAL COMMITTEE: Thai-Italian Chamber of Commerce Chairman: Mr. Sandro Zanello Directors: Mr. Giacomo Mauri Mr. Sawang Pracharktham Secretary General: Mr. Giovanni Quaratesi Italian Embassy Representative: Ms. Somsri Pobpipugtra Scand-Media Representative: Mr. Gregers Moller TICC Staff: Mr. Michele Tomea Trade Manager Ms. Panizara Khabuz Marketing and Pr Executive Ms. Siriwan Sanchumchuen Membership Executive Ms. Wijit Sanboriboonsuk Accounting Executive PUBLISHER: Scand-Media Corp., Ltd. 211 Soi Prasert-Manukitch, Prasert-Manukitch Road, Chorakaebua, Ladprao, Bangkok 10230 Tel: +66 2 943 7166-8 Fax: +66 2 943 7169 Design: Disraporn Yatprom / Email: disraporn@scandmedia.com ADVERTISING CONTACT: Advertising Contact: Panizara Khabuz (Mai) Marketing and Pr Executive Thai-Italian Chamber of Commerce Tel: +66 2 255 8695 Ext: 103 Fax: +66 2 253 9896 E-mail: pr@thaitch.org www.thaitch.org Mr. Finn Balslev, Marketing Director Scand-Media Corp., Ltd. Tel: +66 2 943 7166 Ext: 116 Fax: +66 2 943 7169 Mobile: +66 81 866 2577 Email: finn@scandmedia.com www.scandmedia.com

Dear Members and Friends, Time swiftly goes by. We have already reached the end of the year 2014, which marks the high season for the food, beverage and hospitality businesses in Thailand. Appropriately, this issue of INFORMA is focused on the food industry. I hope it will provide you with insightful information on business opportunities in this market sector.

Among the recent activities of the Thai-Italian Chamber of Commerce (TICC), I would like to highlight the Award Ceremony under the Ospitalità Italiana Project. It took place on 14 November 2014 at the Royal Paragon Hall. The restaurants that received the award for their authentic and outstanding Italian cuisine are Luce, Brio, and Il Bolognese, in Bangkok, and La Taverna, in Pattaya. Congratulations!.

I would also like to mention the Bonjour French Fair, a retail fair organized by the Franco-Thai Chamber of Commerce. This year, TICC and member companies have joined the event in a special zone called "Galleria Italiana". Visitors have the opportunity to shop and taste premium goods from France and Italy: from wines to cosmetics and from fashion items to gourmet products, with special discounts and promotions. The event is taking place at the Queen Sirikit National Convention Center in the 11 - 14 December period.

The TICC team and I wish you a Merry Christmas and a Prosperous New Year!

Arrivederci, Giacomo Mauri

Contents 6

Overview

8

Business Focus

12

Business Focus

14

Business Focus

16

Business Focus

Thai Food Export: An Incredible Success Storm

Determination on Vision, Flexibility on Details An interview with Mr. Chakrit (Max) Benedetti, Italasia Electro Co., Ltd.

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Imported Food: Great Opportunities in Thailand Remain An interview with Mr. Pierre Nicou, EUROFOOD General Manager Products and Supply Chain.

Food Packaging: the Food Industry’s Next of Kin

Demo Power – New trends and strategies for the promotion of food products in the retail sector An interview with Dirk-Jan H. Arts, Managing Director of Demo Power Thailand

17

Legal Issue by ILCT

18

Culture

20

Ospitalità Italiana

21

Business opportunity

22

Eastern Seaboard Committee

24

Phuket & Southern Region of Thailand Committee

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Starting a Restaurant in Thailand? A Guide for New Entrepreneurs!

Coffee: The World's Black Charm

The Novello Wine:The Star of Italian November

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TUTTOFOOD 2015 – All About Food

Aroy Italy - A successful Italian food business in Thailand An interview with Mr. Francesco Amatori, Head Director Manager of Aroy Italy

Pluto Ice Cream - Traditional Italian gelato in Thailand An interview with Giovanni Durante, Managing Director of Pluto Ice Cream

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TICC Achieved Events

30

Member Area

34

TICC Upcoming Fairs & Events

19

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BUSINESS FOCUS

Thai Food Export: An Incredible Success Storm agricultural industries. Thailand’s National Food institute (NFI) has projected food exports from the country to expand by 6.2 percent to over USD 31 billion in value in 2014, a result owing particularly to products that include sugar, rice, cassava and fish, which have secured the business of major importers such as China (14% of Thai food exports), Japan (13%) and the United States (10%).

Sugar

Thailand is the 6th largest producer of Sugar and the 2nd largest exporter in the world (11.7% of total sugar exports worldwide) behind only by Brazil (37%). The foremost destination of Thailand’s sugar is Indonesia, followed by Japan, Cambodia, Korea and China. In 2013, the total value of exported sugar from Thailand amounted to approximately USD 3 billion.

Rice

T

hailand’s economy is dependent on export, a fact made evident by World Bank statistics indicating that the sector made up 60% of the nation’s GDP in 2013. The figure becomes even more astonishing when considering that the average percentage in the East Asia and Pacific Area during the same period was only 30%.

A major contributing factor to the occurrence is the fact that Thailand regularly succeeds in producing far more food products than its population consumes, resulting in Thailand’s food exports exceeding its imports by a broad margin. Indeed, Thailand is the only net food exporter in Asia and is 5th place among the nations of the world (BOI, Oct 2013). The country is among the world’s leading suppliers of staple commodities such as rice, sugar and cassava (a woody shrub also know as manioc), and a leading provider of fresh and canned fish, shrimp, pineapple as well as a variety of fruits and vegetables.

Over the past three decades, Thailand has successfully harnessed innovations in agricultural research and technology to develop a vibrant and dynamic agricultural sector. Through technological development and a combination of perseverance and determination within the Thai private sector, food production in the Kingdom has flourished.

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Today, agriculture and food industries account for as much as 28% of the country’s GDP, comprising over 116,000 companies.

Thailand has become a food production and distribution hub for its region and its food processing industry continues to grow at a rate of 9% per year. Up to 80% of the country’s food production is locally sourced and processed (BOI, Oct 2013).

All indicators point to a continuance of the upward trajectory of Thailand’s food and

In 2013, rice represented the 8th most profitable exported good for Thailand (2.1% of the value of all exports) even before, according to reports from the Thai Rice Exporters Association, Thailand officially regained its position as the top rice exporter in the world in July 2014 with shipments amounting to nearly 4 million tons in the first five months of the year, surpassing India and Vietnam. It has now been estimated the Kingdom will be able to export a total 9 million tons of rice this year, the highest figure in three years, generating revenue of approximately USD 4.75 billion. Competitive pricing to capitalize on interest expressed by overseas buyers in Thai rice, especially its white and parboiled rice, helped the Kingdom return to its former status.

Cassava

Despite being relatively unknown in the Western world, cassava, or manioc, is an

Total Value of Exports classified by Product Group (Billion US$) Source: Custom Department, compiled by Bank of Thailand Rice Tapioca Fruits Horticultural products (not included elsewhere) Animal products Fish, fresh or frozen Fish canned, prepared or preserved Crustacean canned, prepared or preserved Sugar Meat of poultry, canned, prepared or preserved Pineapple, canned, prepared or preserved Fruits & vegetables canned, prepared or preserved Preparation of cereals flour or starch Food products (not included elsewhere) Animal food Other agro-manufacturing products

Total Value

2013

2012

2011

2010

2009

4.42 2.48 1.00 1.46 0.62 2.12 3.39 1.42 2.91 2.15 0.51 0.88 1.03 4.03 1.15 0.46

4.63 2.10 0.91 1.29 0.55 2.85 3.44 1.76 4.00 2.12 0.55 0.79 0.94 3.70 1.09 0.54

6.43 1.92 0.91 1.36 0.36 3.07 2.94 2.10 3.68 2.05 0.67 0.86 0.86 3.69 0.93 0.42

5.34 1.59 0.50 1.23 0.24 2.88 2.41 1.71 2.20 1.76 0.47 0.80 0.73 2.73 0.80 0.31

5.05 1.09 0.49 1.12 0.23 2.48 2.18 1.54 1.85 1.58 0.44 0.67 0.61 2.21 0.70 0.26

30.04

31.26

32.25

25.70

22.49

BUSINESS FOCUS

essential part of the diet for more than half a billion people around the world and is considered the third most important source of calories only after rice and maize in societies where it is consumed. Thailand is the world’s largest exporter of cassava, making-up 47% of the crop’s global export, valued at over USD 1 billion.

Fish

Thailand is the world’s 6th leading exporter of fishery products, especially shrimp and canned tuna. The country is the world’s largest shrimp exporting country and was the main supplier to the US market until 2013 when production was affected by EMS (early mortality syndrome) and the nation was surpassed by India.

Nonetheless, the Thai Tuna Industry Association (TTIA) expects the country’s tuna exports to grow by 7% in annual value from 2013 levels of USD 2.65 billion. The TTIA is working with the Thai government to speed up free-trade talks with the EU to improve the country’s tuna product competitiveness by securing preferential tariffs.

It is clear that Thailand is more than a food self-sufficient nation as a major player among exporters on the world market. Blessed with an abundance of natural resources, a year-round growing season, relatively low labor costs, and a skilled workforce, Thailand possesses great competitive advantages in the food trade. A positive future can be foreseen for the food sector of the country, characterized by leadership in export as well as by strong opportunities for trade expansion to new markets such as ASEAN, India, Russia and Africa.

By Federico Prugnoli, Fellowship Researcher, Thai-Italian Chamber of Commerce

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BUSINESS FOCUS

Determination on Vision, Flexibility on Details Exclusive Interview Mr. Chakrit (Max) Benedetti, Italasia Electro Co., Ltd. It has been more than 50 years for Italasia Group since its establishment in 1962 in Thailand. In this issue, we have an opportunity to interview one of Bangkok's savvy figures in food and beverage industry and discover the keys to success to not only the Food and Beverage Department, but other products and services provided under this umbrella. the nation’s own consumers, who have been dissuaded from spending. The country has also seen problems from epidemics such as the Bird Flu and SARS, which have impacted travel. At present, we are concerned about Ebola, which while yet to have any direct effect on the country has hampered the stock markets of Europe and the US and may soon weigh on travel from the West. The Hamburger Crisis in the US also recently cut the spending power of that nation’s citizens when they traveled abroad. If you look at the major categories of crisis; political, medical, natural and economic, you can see we have faced them all.

Amongst the company’s products and services since its establishment in Thailand in 1962, which department has seen the most growth?

Since our establishment over 50 years ago, many of our products have changed with the times. Looking from when I came on in 1999, about 15 years ago, the product category that grew the most must have been beverages, which includes both alcoholic and non-alcoholic beverages such as coffee, mineral water and sweetened drinks. The trends and behaviors of consumers have also changed. Some of our products were not well received when they were first introduced, only to become popular in the past 4 to 5 years.

Some products that were very popular during introduction have lost some of their hold.

Nonetheless, consumers have mostly grown in their scope of tastes; they have traveled more and are more open to try new experiences.

Access to technology such as the internet has brought customers in better contact with our products and given them the chance to have novel experiences.

What have been the biggest challenges/threats for the company in the past 5 years and how did the company get through them?

Thailand has been somewhat unfortunate to have seen almost annual crises from natural disasters such as floods and the tsunami over 5 years ago to political matters over the past 5 years. The situation has affected the confidence of tourists, investors and even

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The way we have faced such problems has been to adapt. We analyze each situation to see where it impacts us the most. We have divided our customers into the main categories of tourists, domestic consumers, hotels and restaurants and we can assess how much each category is affected by a problem. If we see that one particular category is unaffected by the crisis, we will focus on increasing sales in that segment. Troubled categories will receive what assistance is needed such as extensions to payment timeframes or even training for customers unable to cope so as to bring them back to operation. We have teams to train each specific category; teams for the coffee buyers, sweetened drink buyers, even wine.

During times of crisis or recession, our company will look to its mid-term and long-term plans.

We will improve our software and logistics systems; better manage our warehouses, and overall attempt to use the time of crisis as a time of opportunity for developments that would not have been done during times of prosperity or the high season. We have grown familiar with crisis management because it has become a common occurrence. We can now proceed with little agitation; we simply find what can be done and go forward.

What has been the strength or key to the success of Italasia?

First and foremost, I see this company’s greatest strength as being its size, which is not too large or too small. Overly large organizations require too much time to decide to take an action; there are approvals that have to be given in succession that make the organization too inflexible. Large companies are unable to handle minute details and their customers become unable to make specific requests.

Such companies cannot accommodate customers in times of need because there is

too much red tape. Conversely, too small a company and there is often not enough staff or too small a selection of products that then cannot respond to the range of customer needs. An appropriately sized organization has all the benefits of a large company with the flexibility of a smaller company and thus can better change to suit circumstances or the trends of consumers.

Our next strength is that we have a diverse portfolio that keeps customers with us because they don’t need to approach 4 or 5 other companies to find the product they are looking for. We are a one-stop service.

Another of our strengths is that we are very well trusted after being in the market for a long time. Our customers are loyal because we have been in operation for a long period of time and we have always improved to fit their needs, a practice we have guaranteed for all of our 50 years.

Do you have any plans to expand Italasia at this time?

There are no plans to expand yet. It’s really about what opportunities present themselves.

None of our branches were the result of extensive planning. Sometimes we find prime locations in areas where a branch would be beneficial and so we decide to open one there. In inner Bangkok we have branches at All Seasons Place and Silom Complex, which are quite sufficient for our needs. In outer Bangkok we have branches at Crystal Design Center (CDC) and Mega Bangna and though we may want one more in this zone, there is no rush as retail is not our core business, it is distribution. Our showrooms are where clients that own restaurants or SMEs and hotels can sample the atmosphere and taste our products beyond simply viewing them in a catalog.

In this way, we have attracted many private customers near our showrooms, such as those near CDC who don’t wish to travel to the inner city.

What are the marketing strategies for your business?

In terms of strategies, we utilize a wide array.

Italiasia showroom Firstly, we divide our market into HyperMarkets, Super-Markets and Convenience Stores and treat each with a different strategy.

There are different approaches for Macro, Big C, Tesco and the like. If asked for a definitive strategy, I would have to say that ours is joining hands with trade partners and becoming a stake holder with our client companies, delving into the details of their business alongside them.

Each of the company’s we work with has its own strategies. The approaches even differ among the branches of our company as each has its own targets and understands its own customers in terms of their purchasing power and their preferences. It is the duty of each branch to analyze these needs and to respond to them with our products. Our main strategy is thus getting close to our clients, deciphering their needs and satisfying those needs with our products. We may even work with them directly, helping them analyze their market.

Some of our outlets and branches cater to small business owners that we then advise on best practices. An interesting phenomenon that we have found, whether its Hyper-Markets, SuperMarkets or Convenience Stores, is that the branches with the best sales often have the best managers, which directly attract customers.

have to believe you can. I meet my clients every day and always see new opportunities.

Some may say there are too many Italian and Japanese restaurants, but there are always new ones emerging with their own distinctions. It gives customers choice. Another example is hotels, many people say Thailand does not have a law governing the number of rooms available where many countries restrict how many can be made available per year. As there is no rule, we have new hotels springing

How do you see the imported food and beverage market in Thailand at present? Is it a Red Ocean?

I believe businesses always have room, even if they appear not to. Even if someone has done one thing, if we can do those things better, than there is room. There are always short-lived new trends springing up, if a person can lock on to these trends, then they can find a space. You

up all the time and room rates are falling.

Nonetheless, many of these hotels still are able to fill their rooms, perhaps it’s because the new hotels sport a new angle that responds to the needs of consumers; perhaps they are boutique or serviced residences or they got rid of their mini-bars and spas, thus attracting more savvy travelers. If you can find out what consumers want, you can always find room.

"I believe businesses always have room, even if they appear not to. Even if someone has done one thing, if we can do those things better, than there is room. There are always short-lived new trends springing up, if a person can lock on to these trends, then they can find a space. You have to believe you can."

Regarding adjustments to the taxation for alcoholic beverages, how fast can Italasia adapt to new regulations?

There have been approximately 10 adjustments since I began working in this field. The adjustments are usually increases or changes to calculation methods, but almost all put us at a greater loss. A usual effect is that some of our products can no longer be properly marketed as their price adjustments remove them from the range of the targeted consumers, who then seek out lower priced products. This is a matter in which we must always be ready. The most recent adjustment was in September last year, when the size of products, such as their liter measurement, was also factored into the base tax. An example would be a bottle of wine of 3-5 liters, those commonly used for cooking or house wines due to being sold by the liter; under the new taxation the bottles practically tripled in price. After the adjustment, many of our clients switched to Thai made wines that were not subject to import taxes. The shift all but rid large size wine bottles from the market.

Which are the most requested Italian products in the Thai market? Why? The most popular beverage is unsurprisingly wine, which has a wide customer base. Wine is the choice of novice drinkers up until adults who enjoy it with their meals. The drink shares a relation to the popularity and quality of Italian cuisine in Thailand, where many people think of Italian food when thinking of Western cuisine, and where Italian restaurateurs who take pride in their products serve as a kind of brand ambassador on their own, suggesting

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BUSINESS FOCUS

Italiasia showroom their customers drink authentic Italian wine. As much as 80 to 90% of wine drunk in Italian restaurants here is from Italy, making it a very popular segment for us.

After wine is coffee, which is an ever growing segment. Statistics of coffee drunk per person remain low compared to colder countries such as South Korea and Japan as Thailand is a hot country but ever since large brands entered the Kingdom; from Starbucks to Au Bon Pain and Nespresso as well as local brands Wawee Coffee and Amazon, benchmarks have been established that have made consumers accept coffee at 80 Baht a cup and up. While not all the mentioned brands are our clients, they all serve to generate awareness of coffee for the Thai consumer. This is a segment that has continued to expand, even in times of crisis though at a slower pace.

Our hotel equipment segment has also grown consistently. Four to five years ago, clients in the segment were mostly 5 Star hotels, but today 3 and 4 Star establishments also see the equipment as a good long term investment.

They are realizing that the higher prices of our equipment are not derived only from aesthetic differences but because our products have longer lives and don’t require yearly changes.

Many people may believe that importing machinery is costly but in actuality some of our products are lower priced than those found in Thailand and are more durable due to their manufacturing scale being global, thus adhering to higher standards than equipment sold exclusively in Thailand.

What are ITALASIA’s goals for the next 6-12 months? How is Italasia approaching the establishment of the ASEAN Economic Community at the end of 2015?

Let me start with the next 3 months. It has been a good year for us and so we have chosen to work hard over the next 3 months to make this year one of our best in terms of sales.

From there, looking to the 6 month period,

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we are hopeful that the foundations we have established for coping with the low season will come into fruition in 2015. We at least want to see our services at almost 100%, meaning orders, deliveries and after sales services that are near perfect. There probably won’t be any new products introduced during the period as we won’t be focusing on expansion. Our focus will be on perfecting what we have already put in place. We hope 2015 will be a year of cruising, rather than one of problem solving.

ASEAN becoming a free trade area involves us, but not to the degree of other businesses.

We already have some trade deals with neighboring countries, mostly in the form of border trade in which we sell to dealers and agents who then handle the sales in their own countries. These deals are mostly with Myanmar and Lao PDR. We have already begun setting up framework to act as a distributor in Cambodia and Vietnam as well we are ready to enter Malaysia and Singapore. Nonetheless, I have yet to see any real benefit from the onset of the ASEAN Economic Community on my company, especially considering that alcohol is a sensitive matter across the region with differing laws.

Even if we were able to import our products without taxation into some countries, we would still have to cope with matters of licensing and excise tax, making the free trade agreements a moot point for us.

Nevertheless, I believe that businesses in our company’s sector, that is product distributors, whether in Malaysia, Singapore, Thailand, Cambodia, Vietnam or Philippines, would benefit from a development of logistics beyond rail to improved roadways, which would lower capital costs and foster trade. Such businesses would no longer have to overly stock goods and trade could be sped up. If my company were to transport Illy coffee from Bangkok via high speed rail to Malaysia without taxation, both us and our client would not have to depend on large storage spaces, bringing down our financial investments significantly

and improving our customer service. I believe this would be beneficial in the long term versus having to seek our new markets. The companies in the existing markets already have strong sales bases.

In this technological age, how does Italasia apply high technology to its business/supply chain?

Only this year we completely overhauled the software we use to run our company. The previous program integrated our sales and accounting departments but did not include stocks, necessitating stock control software.

The sales and accounting departments also used individual software, which while connected to one another, used separate databases. Another reason for our upgrade was so that we could use cloud computing technology, integrating all our databases and connecting them into a single unit. The new technology also allows for interfacing with smart phones, meaning remote access.

Customers can interface with us on their iPad while at their hotel; the completed order will be transported to the warehouse while accounting processes the sale. It has taken some time to acclimate our customers with the upgrade.

Some technological advancements take time to gain the trust of customers, such as swiping a credit card on your mobile phone. We try to accommodate both parts of the equation.

Apart from presenting a quality product, we also prioritize good and flexible service that addresses the needs of our customers.

ITALASIA ELECTRO CO., LTD. 30/F, 253 Sukhumvit 21, Asoke Road, Bangkok 10110 T: (66) 2261 7990-9 F: (66) 2261 8700 Interview by: Panizara Khabuz, Marketing & Public Relations Executive Thai-Italian Chamber of Commerce

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BUSINESS FOCUS

Imported Food: Great Opportunities in Thailand Remain Exclusive interview with Mr. Pierre Nicou, EUROFOOD General Manager Products and Supply Chain.

Twenty years ago, Eurofood became one of the first European companies to import Mediterranean food into Thailand.

The mission of Eurofood is to offer local hotels, restaurants, and supermarkets a wide range of quality products suitable for healthy cuisine.

What will be the approach of Eurofood going into the future?

In terms of distribution, Eurofood will continue selling its food products in Thailand only. We are not currently looking to expand abroad because the Thai Market still offers potential in terms of consumers and food related businesses. Thailand has become quite advanced regarding consumption habits and knowledge on foreign food, a development that is important for us because we strive to bring new products into the country, especially from the Mediterranean region. We know that people buy only if they understand the product and if the brand is familiar to them.

We are making sure our product selection and packaging are clear, and convey a short and precise message to consumers.

Does Eurofood have a specific plan for the next 6-12 months?

In the near future we would like to expand our offering of processed meat products. Although we are already specialized in selling cured meats as we import the brands Alcisa and Casa Modena from Italy, we have plants to create a wider offering of fresh sausages.

Another relevant product for us is Cheese. We are already importing several brands, such as Auricchio, but there is still a lot of potential to expand our business in this category.

What are your reactions to news that the Government or FDA may implement new kinds of certifications and policies?

Many companies are starting to worry about “grey� areas, such as the regulation on cured meats that is currently in the middle of bilateral talks. We have to follow the rules from the Thai Government, but we also have the support and cooperation of the Italian

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Embassy in helping us resolve difficulties in the import process.

the professionals who use our products as ingredients.

Most of the food products we import are highly taxed at around 30% of the import value. A small change in taxation rules has big consequences on prices and on the affordability of our products.

We organize free trials and participate in promotion programs set by chain stores. We dedicate a considerable part of our budget to marketing operations.

All these rules about food are nonetheless necessary and benefit the consumer. They guarantee the products are coming from a secure origin and produced under standard processes.

What type of cheeses do Thai people prefer and what is their general opinion on Italian cheeses?

Thai people are eager to taste new flavors when it comes to cheeses. Thai consumers travel, read and are informed more than in the past on the diversity of cheeses in the world.

Parmesan and Grana Padano are currently the most popular cheeses from Italy, their delicate taste can be found integrated in many dishes and you can find them in any supermarket.

The more refined and special cheeses like gorgonzola and taleggio have shorter shelf life, they come to us more expensive due to needing air shipment. Italian cheeses are much appreciated by Thai people but there is still a lot they can discover.

Which are your major channels of promotion and to entice consumers to try new products?

Eurofood mainly specializes in food ser vice.

We regularly promote our new products through tastings and promotions directly to

Do you have any suggestions to help Italian or EU producers export to the Thai market?

Due to the extensive choice of products already present in Thailand, there is a tough competition among Italian products imported to the Kingdom. Companies interested to penetrate the Thai market must be ready to support the distribution and promotion of their products and must allocate a strong budget to the launching and marketing activities of their products. The company must provide production certifications recognized by the Thai FDA, proving the

BUSINESS FOCUS

Mr. Pierre Nicou, EUROFOOD General Manager Products and Supply Chain

products are manufactured following strict processes and are good for consumption.

Depending on the product category, the good may sometimes have to go through a long registration process involving samples and documentations. The Thai FDA requests clear information on the products, the ingredients and usage must be clearly mentioned Are Thai consumers evolving and changing in their tastes and choices?

Thai people tend to prefer sweet products compared to salty. We noted that it is difficult to sell certain products which we first thought would be well accepted by Thais. What Europeans consider to be tasty is sometimes labeled as too salty for Asian consumers.

Although tastes are evolving, Thai people continue to mostly stay away from foods that are too salty.

Regarding imported food, is it more a matter of brand loyalty or price sensitivity?

Eurofood actually sells brands such as Riso Gallo, Auricchio and Alcisaand Divella.

This is the choice we made 20 years ago. Our imported products convey a whole history and tradition to the final consumer.

looking for authentic products that can be distributed in the Thai market.

What is your view on the olive oil market?

Olive oil is very popular and represents a considerable interest from Thai Consumers, there is a lot of marketing and information on magazines about its health benefits. Thai g people are conscious of its value and recognize that it adds true and good Mediterranean taste to the food they prepare. The market is already crowded with famous brands from Europe. Most of the oils are from Spain as the country provides 50% of the world’s production. Italy comes in second but its oils are considered premium quality in Thailand. Retailers tend now to more carefully

select their range of olive oils after realizing that many brands are present, and they are demanding clear support on marketing from their suppliers.

Interview by: Federico Prugnoli Fellowship Researcher Thai-Italian Chamber of Commerce

Today, we note that Thai people care about prices and are always looking for lower prices. However, when you talk about imported food, it’s difficult to find cheap prices. When it has been imported, the product is relatively expensive but each ingredient brings its history and originality in its recipe.

Eurofood wants to stay loyal to the brands we represent and is always

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BUSINESS FOCUS

Food Packaging: the Food Industry’s Next of Kin T

hailand’s biodiversity and abundance of natural resources has proved conducive to an array of businesses, including agricultural industries to do with meat, poultry, seafood, eggs and processed food. The Kingdom is such a major exporter of food products to its region and across the globe that it has come to be known as the “Kitchen of the World”.

An industry closely tied to that of food is the packaging industry in that packaging design closely correlates with consumer interest and sales volume, while the packaging itself serves to maintain the quality of the product and its shelf-life or high-barrier. Designing packaging to be attractive and to be a high-functional property reflects the marketing position of both the product and its manufacturer.

The packaging industry in Thailand has been expanding steadily. The factors contributing to this expansion are, first and foremost, the growth of the domestic market and consumption. The growth of the nation’s population is driving growth in consumption and has put the spread of retail stores on an upward trend. By 2016, it is expected that superstore Big C will reach 1,250 branches nationwide, while convenience store 7-11 will achieve as many as 10,000 branches by 2017 (Source: Institute of Plastics).

Following that factor is that the beverage industry in Thailand has grown by about 14% yearly (Drinktec Press Conference, 5 March 2013, Bangkok) A final and important factor to the packaging industr y’s growth has been Thailand’s transformation into a regional manufacturing site for major manufacturers such as Unilever, Colgate-Palmolive, P&G, Kraft, Johnson & Johnson, MARS Petcare & Food and Nestle.

The large production scales of such companies has greatly increased demand for packaging and have also enhanced the expertise of Thailand’s packaging producers to world-class levels.

From the viewpoint of consumers, there are a variety of factors that make it necessary for an array of of product packages. Consumers often desire short term design changes from year to year as well as long term changes. Surveys conducted by Thailand’s Institute of Plastics

found that the function of packages are deemed most important followed by their environmentalfriendliness. The third most important aspect of a package is its price. The fourth is its weight, which affects its price and logistics. The fifth aspect is the aesthetic of the package.

The types of packaging found on the market are; Flexible Packaging, Rigid Packaging, Glass Packaging, Metal Packaging, Aseptic Cartons and Paper Packaging, which are utilized in the proportions as follows: Trends within the packaging industry are beholden to the changing lifestyles of consumers.

At present, most people have an “on-the-go” lifestyle and depend on convenience and ease of use, leading to ever shrinking packages that lend themselves to being transported.

Apart from paying attention to the aesthetic and image of a package, consumers are also interested in the functional property of a package, requiring that it be portable as well

Packaging Consumption Categorized by Type in 2011

The second contributing factor has been the steady growth of frozen food and ready-to-eat products, which have maintained an average growth rate at almost 15% yearly since 2011.

A report from Thailand’s Institute of Plastics shows that the consumption of microwaveable packaging and plastic in Thailand has increased by more than 55% while the export volume of canned tuna from Thailand has become first-ranked in the world. Projects and policies from the Thai Government such as "Thai Food to the World" have added to the rapid expansion.

Type of beverage

Sales quantity 2012 (million litre)

Growth rate (2012-2016)

Soft Drink - Bottled water - Carbonated - Fruit/ vegetable juice - Sport/energy drink

4,501.8 1,340.7 2,048.5 236.7 436.3

18.1 15.3 13.3 24.1 13.8

1,958.7 1,451.3 815,400 tons

7.5 6.8 18.6

Alcoholic Drink - Beer Drinking Milk

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as safe. Consumers desire universal designs with low impact to the environment; part of the “Green” trend. These trends have led to such developments as Biodegradable Plastic or Bioplastic of which Thailand has strong potential for production due to its wealth of organic materials such as tapioca and sugar cane. The nation’s strong position in this regard has attracted investors both domestically and internationally towards its Bioplastic industry, an attraction that will benefit the packaging industry overall in the future.

BUSINESS FOCUS

Growth Food Industry (Source: Business Monitor International 2013)

Growth in Asia’s food industry is also of interest to the expansion of the packaging sector.

Packaging Industry in ASEAN (Source: Plastic Institute of Thailand)

An overview of the packaging industry in ASEAN indicates that each member of the region possesses differing capacities as a packaging manufacturer with Thailand possessing potential in the production of plastic, paper, metal and glass packages.

There have also been new packaging developments such as Active Packaging and Intelligent Packaging.

Moreover, Thailand is its region’s number 1 producer and exporter of plastics followed by Vietnam, Malaysia and Singapore.

ASEAN's Plastic Manufacturer (Source: ASEAN Federation of Plastic Industries 2011)

The future of the food packaging industry is one of cost competitiveness, the ability of producers to create emotional value, the addition of functional properties, the utilization of new materials and movement towards a Creative Economy. Packaging in the future must harness creative production and must be a part of creativity driven growth as to achieve value creation for itself. Such packages must promote intangible assets such as creativity, design and responsiveness to consumer demands.

Reference: Plastic Packaging and Global Trends, Plastic Institute of Thailand Packaging Trend & Design, vachirahut. wordpress.com Packaging standard to penetrate market in Japan, thailandindustry.com

By: Francesca Pantaleoni, Fellowship Researcher Panizara Khabuz, Marketing & Public Relations Executive Thai-Italian Chamber of Commerce

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BUSINESS FOCUS

Demo Power – New trends and strategies for the promotion of food products in the retail sector An Interview with Dirk-Jan H. Arts, Managing Director of Demo Power Thailand, explaining their successful marketing strategy. locations to train promoters to ensure that products are presented in the best and most professional way according to the requirements, benefits and brand message as briefed by the client.

The core business of Demo Power is “Effective Trial”. The company manages the organizational process of in-store booth set-ups where English and Thai speaking promoters create brand engagement and brand excitement by giving shoppers the opportunity to test or experience the promoted product in person. The range of Demo Power booths is diverse, including extending from products such as 28” televisions to microwaves and blenders.

Dirk-Jan H. Arts, Managing Director

D

emo Power is an internationally represented company whose main business is product demonstration and sampling. The company was founded in 1993 and expanded through Thailand in 1995. Today, Demo Power is present across Asia, in China, Hong Kong, Vietnam, Thailand, India, Malaysia, Indonesia, Philippines, Singapore, and Taiwan. Over the years, the company has worked to enhance its standardization and service quality to create better and more consistent service in all the countries it is present.

In Thailand, Demo Power is an exclusive partner to Big C, Tops, Villa Market and Tesco Lotus and is also partnered with Talad Thai and QBizm. The company has a field team of more than 220 supervisors that work across Thailand, from Bangkok to Phuket, and Chiang Mai to Khon Kaen as well as in several smaller cities. In total, Demo Power is present in more than 500 stores nationwide.

Demo Power is organized into several departments, such as the retailers department, which ensures smooth execution of demonstrations within the different hyperand supermarkets. Demo Power’s training department uses its various training rooms located at the Vanit building and in other

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In order to ensure successful and impactful activation for all kinds of products, Demo Power booths vary in size, structure and mechanics and in the facilities available inside the booth.

The average cost (excluding: electricity, training, logistics fees) is 2,500 baht per day, a fee which includes supervision, hardware, retailer space fees and one trial specialist promoter.

What are the most important aspects to keep in mind to create a good marketing strategy when it comes to “Effective Trial”?

For Demo Power, the most essential aspect of a successful marketing strategy is to create an unforgettable interaction between shopper and product by appealing to the five human senses (touch, taste and smell in addition to seeing and listening). It has been well documented that, people now have a strong perception of quality products and once they try high quality products, they continue to purchase them.

We believe product trial is the best way to effectively promote goods in a cost-effective way while also growing the brand. Our approach is also suitable for companies that do not have large budgets for promotion, because the costs are comparatively low as opposed to television or Internet advertising, for example.

As long as you believe your brand or product has unique qualities that consumers will appreciate, trial is the key to success; Demo Power enables customers to experience

products on the spot.

What are the best influenced categories of consumers?

Demo Power statistics show that modern trade shoppers are more open to experimenting with products and that purchasing power is higher in the urban areas of Thailand. Many Demo Power clients target these shopper segments.

We also help advise clients on planning their investments for the best returns.

In which goods category do you achieve the best results?

Demo Power manages product sampling and demonstration for different kinds of goods ranging from food and beverages to detergents, to beauty products. Traditionally, product sampling had the biggest effect on sales uplift for food and beverage categories, including cooking. However, new product services such as the ActivLink Promoter using conversion coupons printed on a wireless device have proven very effective in driving sales for Personal Care brands.

Regarding your market strategy, do you consider yourself a pioneer?

Demo Power was able to establish itself as a leader in terms of providing professionally managed in-store product demonstrations across Asia. We strive to innovate and automate our processes so we can continue to drive effective trial and conversion for our customers in a rapidly changing landscape.

What does TBE stand for?

TBE is short for “Total Brand Experience”, which is Demo Power’s unique signature service.

TBE is based on three main components: communication, effective trial, and conversion.

Demo Power drives the change of purchasing habits through effective trials. Once shoppers experience the product using the five human senses, they then have all the necessary knowledge needed in order to make a purchase decision.

Interview by: Francesca Pantalioni, Fellowship Researcher Thai-Italian Chamber of Commerce

LEGAL ISSUE

Starting a Restaurant in Thailand?

A Guide for New Entrepreneurs!

I

n any world ranking of people’s favorite food, Italian food always makes one of the top ten.

So, it is not surprising that we see many Italian restaurants in Thailand. If you are thinking of setting up a restaurant in Thailand, here are a few legal issues of which you should be aware.

Entity Selection There are many forms of business organizations we can choose from – sole proprietorship, unregistered partnership, registered partnership, limited partnership or private limited company. The most popular form of business organization is limited company because the owner’s personal assets are not exposed. The company’s liabilities are also limited to the company’s registered capital.

Governmental Agency and Governing Law The Department of Business Development (“DBD”), Ministry of Commerce, is the main governmental agency responsible for the registration of new companies and any changes relating to the company, such as the change of directors or shareholders or the change of the directors’ signing authority. The law concerning company formation and operation is the Civil and Commercial Code (“CCC”).

Setting Up a Company Under the CCC, at least 3 individuals called “promoters” are required to initiate the formation of a private limited company. The promoters will later become the newly formed company’s shareholders.

One of the promoters should apply for a name reservation with the DBD. The DBD considers whether the contemplated company name is identical to or is closely similar with those of existing registered companies. If not, the promoter could proceed with further steps of company incorporation.

The promoters then register the Memorandum of Association (“MOA”) with the DBD within 30 days. The MOA includes the company’s name, capital to be registered, names of three promoters, province in which the company is to be located and business objectives. The registration fee is 0.05% of the registered capital with a minimum fee of Baht 500 and a maximum fee of Baht 25,000.

Once the MOA is registered, the promoters call a meeting of share subscribers called the “Statutory Meeting.” At this meeting, the company’s Articles of Association (“AOA”), the list of shareholders, shareholding proportion and expenses incurred and/or advanced by the promoters in the company formation, nature of the company’s shares and the initial payment of the company shares are submitted for approval. The meeting also elects the

company’s directors and auditor.

The Board of Directors must call for payment of company shares. Thai law requires that all shares must be issued and at least 25% paid-up.

Once initial payments for the shares are made, the promoters must submit the incorporation application at the DBD within 3 months from the date of the Statutory Meeting.

The application registration fee is 0.5% of the registered capital with a minimum fee of Baht 5,000 and a maximum fee of Baht 250,000.

It takes only one day for the DBD to consider and approve the filed documents.

Once complete, a Certificate of Incorporation as well as other certified corporate registration documents, i.e. Affidavit, MOA, AOA, list of shareholders will be issued by the DBD Registrar within the same date the incorporation application is filed.

To further facilitate business operation, you can now register the MOA and incorporation application on the same day provided that all conditions in the CCC are met.

Foreign Shareholder Permitted?

The law that governs a foreigner or foreign company doing business in Thailand is the Foreign Business Act B.E. 2542 (1999) (“FBA”). Restaurant business falls under the list of restricted businesses under the FBA which shall not allow foreign majority own company to operate this business unless a Foreign Business License (“FBL”) is obtained prior to the operation of the business. In general, restaurant business will not be granted the FBL considering its activities do not meet the criteria under the FBA e.g., technology transfer, size of investment, research and development etc. and Thai people are not ready to compete in this business. Therefore, restaurant operator chooses to set up a Thai-majority owned company with at least 51% Thai shareholders for operation of restaurant business in Thailand.

In this case, the FBL shall not apply and a Thai-majority owned company can operate the business right away subject to specific licenses required for a restaurant mentioned below.

Thai law limits foreign shareholding in a company that operates restaurant business to not more than 49%. However, even if the company is Thai-majority owned, where a foreigner owns minority of the shares or is a director of the company, all Thai shareholders are required to show a form of financial documents demonstrating that they have the ability to pay for the shares. This is to prevent the nominee arrangement in a Thai company under the DBD’s regulation.

Now that we have the company set up, what do you need to run the company?

VAT Registration The company operating a restaurant may or may not require a VAT registration with the Revenue Department (“RD”) – depending on its income.

If the company’s income does not exceed Baht 1.8 million, the company may elect not to register VAT with the RD. But if its income exceeds such amount, VAT registration is required.

Selling Alcohol?

A full Italian course seems incomplete without Italian wine. A restaurant that sells wine or other alcohol requires a license to sell alcohol from the Excise Department under the Alcohol Act B.E. 2493 (1950).

License to Operate Restricted Commercial Undertakings Assuming the restaurant is located in Bangkok Metropolis, since a restaurant is considered one of the restricted commercial undertakings under the Bangkok Metropolis Regulation, the restaurant also needs to obtain a license to operate restricted commercial undertakings from the Bangkok Governor. If the restaurant is located outside of Bangkok, the restaurant would need to comply with the local regulations.

Cleanliness and Drainage The Public Health Act B.E. 2535 (1992) and the Bangkok Metropolis Regulation go into details on the restaurant drainage system, walls, sinks, kitchenware and dinnerware as well as dining tables and chairs. But to sum it all up, the restaurant is required to be kept clean, have good drainage system and sufficient sinks and toilets.

ILCT has a team of lawyers and legal experts to provide just the legal service you need. To learn more about us, please visit www.ilct.co.th.

International Legal Counsellors Thailand Ltd. 18th Floor, Sathorn City Tower 175 South Sathorn rd., Tungmahamek, Sathorn, Bangkok 10120 Tel: 66 (0) 2679 6005 Fax: 66 (0) 2679 6041 www.ilct.co.th & www.russinvecchi.com Member of Ms. Marisa Tejavanija Email: marisat@ilct.co.th

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Coffee: The World’s Black Charm “Last comes the beverage of the Orient shore, Mocha, far off, the fragrant berries bore.

Taste the dark fluid with a dainty lip, Digestion waits on pleasure as you sip.”

- Pope Leo XIII Horatian poem on ‘Frugality’

From Africa to Venice A brewed black, rich, deep and bittersweet beverage called ‘coffee’ has kept this world awake for more than 1,000 years. From its first discovery in Ethiopia circa AD 800, coffee has travelled a long journey to become the beverage we know today, involving religious, political, cultural and commercial movements in many pages of world history.

Coffee was first brewed around AD 1000 in Arabia and considered a religious drink for the Muslims by the 13th century as it kept the worshippers awake. It ultimately was taken to wherever Islam went; North Africa, the eastern Mediterranean, and India.

The black beverage set foot in Venice, one of Europe’s first ports since the 1570s, via flourishing trade with the Muslims and shops selling its beans opened by the 1640s. In its early era, coffee was considered sinful and deemed as an Islamic threat to Christianity until Pope Clement VIII expressed his favor of its unique taste and aroma. Then the first Italian ‘bar’ (an Italian coffee house) opened in around 1683, and quickly spread along the nation’s canals and later to the major cities of Italy. ‘Florian’s’ in Venice and the ‘Caffè Greco’ in Rome were some of the most famous bars during the period. Despite only a small amount of coffee grown in the country at the time, Italians welcomed the drink and did much to advance its status as a beverage for the world.

Coffee in Italian coffee houses before 1900 was

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prepared and served in pots using infusionbased methods. It took Luigi Bezzera, a Milanese inventor, to create a coffee machine that consisted of an upright, gas heated, brass boiler fired by carbon, which produced steam that was used to force hot water through a coffeecake clamped at a group head, under pressure of around 0.75 atmospheres.

The patented model was acquired by the manufacturer Desidero Pavoni in 1903 and the first espresso (which means ‘to be pressed out’ and made ‘expressly’ for the consumer on demand) machine was brought to commercial production in Italy in 1905.

Aside from the classic Espresso, today, a range of coffee based drinks can be found in Italian bars, including Cappuccino (coffee served in a large cup with spumy milk often drunk in the morning), Macchiato (coffee served with a dash of spumy milk) and Latte Macchiato (a glass full of spumy milk with a shot of espresso).

From Arabia to Siam Simon de la Loubère, Ambassador of King Louis XIV of France to the Ayudhaya Kingdom for trade negotiations and religious missions in 1687 during the reign of King Narai the Great, recorded in his archives, “Du Royaume de Siam” (published in 1691) that coffee consumption was found in Ayutthaya as well.

The introducers of coffee to the Kingdom were the Moors (Muslims from Persia, Arabia, the Ottoman Empire and India).

Nonetheless, the popularity of planting and drinking coffee among the Siamese was stronger in the period of Rattanakosin. Circa 1824, during the reign of King Rama III of Rattanakosin, Siam traded with foreign countries such as the United Kingdom and the Netherlands. From there, samples of coffee beans were planted in the Grand Palace and given away to Siamese noblemen.

In 1904, a Thai-Muslim pilgrim to Mecca in the Kingdom of Saudi Arabia, brought back Robusta coffee beans and carried out a trial cultivation in Tambon Baan Node, Amphoe Saba Yoi, Songkhla. After a good yield, the propagation and cultivation of Robusta coffee

was promoted widely in the South of Thailand.

The first coffee house in Thailand was “Café de Norasingha”, which opened during the reign of King Rama VI in the early 20th century

by General Admiral Chao Phya Ramarakop (M.L. Fua Pungboon), who was a Royal Bodyguard, Privy Councilor, Sua Pa Council President, Army General, Navy Admiral and a confidant of King Rama VI. The coffee house was popular among the merchants, foreigners and noblemen of the day until it was closed in the reign of King Rama VII. Later, several coffee shops emerged in ThaiChinese communities such as in the Yaowarat area, where the Teochew Chinese settled their families and businesses. Unlike the coffee sold in Europe, the coffee introduced by the Chinese was a mixture of Robusta beans and additives such as soybeans, corn or sesame seeds.

Most popular among the new additions were ‘Oliang’ or iced black coffee (derived from the Teochew dialect: w liáng. W means black.

Liáng means cold), and ‘Oyua’ or hot black coffee (derived from the Teochew dialect: w rè. Rè means hot). It is traditionally brewed using a cloth bag attached to a metal ring and sometimes served with condensed milk, or with a small pitcher of evaporated milk. Famous coffee shops from the era that still operate today include On Lok Yun and Ear Sair.

From 1972 – 1979, Arabica coffee was trialled in an opium crop substitution program in the North of Thailand. With satisfactory results, Arabica coffee has been promoted and cultivated in the North since 1980 to present day.

Coffee industry and trends From its origins in Africa, coffee cultivation has spread around the world and become one of the top natural commodities in terms of monetary value, second only to oil. In 2009 and 2010, 93.4 million bags of coffee were shipped across the globe. Those numbers continued to increase year after year so that by the end of 2013, a total 145.194 million bags of coffee were produced and shipped worldwide. With such figures, the importance of coffee to the world economy cannot be overstated.

CULTURE In Italy, coffee is widely consumed at a rate of 5.9 kilograms per person per year according to ChartsBin. Research from Euromonitor International shows that coffee penetration in Italy is very high. Almost 100% of Italian families drink coffee and are strongly attached to the coffee drinking habit. As they are traditionally loyal to a particular taste and very rarely decide to change it, brand is still very important for Italian consumers. However, in this current economic environment, Italian consumers tend to look for products which offer quality and convenience at the same time.

Today, while bars are still popular in Italy, coffee drinking habits have changed as in recent years the automatic espresso machine has found its way into Italian homes, especially the coffee-capsule variety. Repubblica.it reports that from 2011 to the first quarter of 2014, the number of families using coffeecapsule machines almost doubled, rising from 15 million to 26 million (11% of Italian households).

consumption in the Kingdom is composed of instant coffee or 3-in-1 mixes. Moreover, as Thailand is also a Robusta producer, and coffee exports to Thailand are an estimated 95% Robusta, the evidence suggests that the Thai market could absorb over 1 million bags of Robusta yearly which is considered a strong sign of growth for the strain.

While the retail volume and current value growth rates for coffee in 2013 were both down slightly on 2012, the slowdown was likely a result of the political environment in Thailand, which affected consumer confidence and led some coffee producers and distributors to postpone or scale back investment in

will continue to gain popularity in line with rising disposable incomes and increasing consumer sophistication, especially in urban areas. While the Chinese-inspired coffee still exists in the Thai market, there are countless coffee franchises both from within Thailand and internationally emerging in every corner such as Doi Chang Coffee, True Coffee, Starbucks, Dean and DeLuca, Costa Coffee.

Another sign of coffee’s growing ubiquity in Thailand is the rise of automatic Espresso machines such as those offered by Illy, Nespresso, Lavazza and Segafredo. The sellers of the machines also often provide coffee beans and powders or capsules, which make it

For ready-to-drink (RTD) coffee in Italy, the market share has remained quite limited as Italians are loyal to their traditional hot coffee.

There are only a few companies in the market.

Coca-Cola HBC Italia and Nestlé Italiana are holding the leading position with value shares of 35% and 26% respectively in 2013.

Consumption and per capita consumption in Thailand (Source: International Coffee Organization, Coffee Consumption in East and Southeast Asia: 1990-2012) In Thailand, as stated in the International Cof fee Organization’s repor t “Cof fee Consumption in East and Southeast Asia: 1990 – 2012”, domestic coffee consumption has been growing at between 7% and 10% over the last decade. Applying a relatively conservative rate of 7% per annum since 2001 would suggest that Thailand consumed just over 1 million bags of coffee in 2012.

Furthermore, with a population of nearly 67 million people, this would equate to around 950 grams per capita.

According to a report from the International Trade Centre, around 95% of domestic coffee

new launches and marketing campaigns.

However, population growth, favorable macroeconomic conditions and improvements in distribution ensured growth in retail volume and current sales remained reasonably robust overall. The category’s performance was also boosted by rising urbanization and the trend towards busier lifestyles, which strengthened consumer appreciation for the stimulant effect of coffee. Instant coffee will remain by far the most popular choice among Thais due to its convenience and relative affordability. Nestlé remained the leader in RTD coffee in 2013.

It is likely nonetheless that fresh coffee products

easy to enjoy espressos, cappuccinos and any variety of coffee-based beverages at home.

In conclusion, coffee is not only considered a kind of beverage but also constitutes lifestyles and cultures for consumers. Growing coffee consumption affects its value chain and provides room to the industry’s newcomers worldwide.

By: Francesca Pantaleoni, Fellowship Researcher Panizara Khabuz, Marketing & Public Relations Executive Thai-Italian Chamber of Commerce

Reference - A History of Coffee in Literature: - A Short History of Espresso in Italy and the World, Jonathan Morris, English language post-print of ‘Storia dell’ espresso nell’Italia e nel mondo’ inMaurizio Cociancich ed.,100% Espresso Italiano (Trieste, Antorami, 2008) pp.4-32: www.academia. edu/262226/A_History_of_Espresso_in_Italy_and_in_the_World_2008_ - The Italian Coffee Cultural Phenomenon: A History of Espresso: www.randomhistory.com/1-50/026coffee.html - The World of Italian Coffee: www.lifeinitaly.com/food/coffee.asp - Ayutthaya Studies, Discovering Ayutthaya page 91-93, Chanwith Kasetsiri, Editor: ayutthayastudies.aru.ac.th/content/view/260/76/ - Agricultural Research Development Agency (Public Organization): www.arda.or.th/kasetinfo/south/coffee/history/01-02.php - Thai Government Public Relations Department: thailand.prd.go.th - ChartsBin: chartsbin.com/view/581 - La tazzina da Venezia a Padova, passando per Trieste: unicaffe.illy.com/it/cultura/storia/in-italia/in-italia - Euromonitor International: Coffee in Italy, Coffee in Thailand, RTD Coffee in Italy, RTD Coffee in Thailand: www.euromonitor.com - International Coffee Organization: Coffee consumption in East and Southeast Asia: 1990 – 2012

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OSPITALITA ITALIANA

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MEMBERS AREA

TUTTOFOOD 2015 – All About Food Milan ITALY 3-6 MAY 2015

Thai-Italian Chamber of Commerce, (TICC) is the sole representative in Thailand for Fiera Milano, organizer of TUTTOFOOD 2015, leading international fair for the food and beverage sector.

Innovation, tradition and promotion are the key words for TUTTOFOOD 2015.

The exhibition will take place on 3-6 May 2015 in Milan and it is an extraordinary platform for international exhibitors.

The fair will embrace several food categories organized through different pavilions: sweet and confectionary, frozen food, mixed products, seafood, dairy products, green food, HO.RE.CA. food and beverage, meat and cured meats.

TUTTOFOOD 2015 is particularly important because is also the opening event of the Expo Milano 2015, the global exhibition taking place in Milan (May-October 2015) with the theme “Feeding the Planet, Energy for Life”.

– –

TUTTOFOOD 2015 will make the world smaller gathering food professionals coming from all over the world. Furthermore, according to the latest figures of the 2013 edition, the number of foreign visitors has increased of +25%, the exhibition area and the exhibitors increased their numbers respectively of +15% and +11%.

International Buyer Program’s Benefits for Thailand based companies – The International Buyer Program is addressed for those distributors interested into finding products for the Thai market.

– This program will cover the expenses of 3 nights in hotel and benefit of a free ticket to TUTTOFOOD 2015 and Expo Milano 2015. In addition, an experienced team will match companies and organize and agenda of meetings.

– TICC and Fiera Milano will help to get the most convenient and best located hotel near the fair and a free shuttle service will wait you for the transportation between the airport, hotel and the fair every day.

Another interesting contribution to keep in mind is the collaboration of TUTTOFOOD 2015 with Host-International Hospitality Exhibition to promote Food Hospitality World, the international food processing and hospitality industry exhibition that is held every year in a different part of the world – India, China, Brazil and South Africa.

TUTTOFOOD 2015 represents an extraordinary hub of opportunities not only where the demand and supply can meet but also a meeting occasion for national and international chefs, gourmets and opinion makers. Organizers have a more than positive expectation about this world food fair, an international business point of reference surrounded by the Italian flavor.

Data from past editions shows how this fair is a great business vehicle: 120,000 sqm exhibition area, 50,000 trade visitors and 2,000 represented trademarks from over 60 nations.

Why join TUTTOFOOD 2015 with TICC? The Thai-Italian Chamber of Commerce has been supporting Thai and Italian companies to develop new markets for the last 35 years; fairs are one of the many instruments offered by TICC to its members and supporters in order to do so.

TICC implements two different programs for TUTTOFOOD 2015

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Logistic support directly in Milan, Agenda of B2B meetings with selected potential partners.

Consolidate existing business partnerships Develop new business opportunities in Europe.

Extra Benefits only for TICC members – Business Visa Fast Track (only for TICC members) Special rates for flights (only for TICC members).

Do not miss this opportunity and contact our office for additional information!

For information please e-mail: trade@thaitch.org or call: +66 2255 8695 ext 104 For additional information please visit: www.thaitch.org, www.tuttofood.it/en http://www.expo2015.org/en

International Exhibitor Program’s Benefits for Thai food and beverage companies – Any company attending the fair will be introduced to the business community participating to the fair, and benefit from a special layout and exposure as Thai exhibitor.

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EASTERN SEABOARD COMMITTEE

Aroy Italy - A successful Italian food business in Thailand Exclusive interview with Mr. Francesco Amatori, Head Director Manager of Aroy Italy, Italian food importer and distributor

A

roy Italy is an importer of finished and semi-processed food products including wine and spirits for local Thai distributors and retailers. TICC had the pleasure of interviewing Aroy Italy Head Director Manager, Francesco Amatori, about his experiences as a distributor of Italian food in Thailand.

(2011), Bangkok and Phuket (2012), Hua Hin (2013) and Krabi (2014).

How does the Aroy Italy story begin?

Aroy Italy was conceptualized in 2008 and founded in 2011. We chose Thailand for the potential of its market in terms of tourism and business expansion opportunities. Furthermore, an important aspect that pushed us to invest here was the diffusion of Italian food culture and the existence of many Italian restaurants. Our first invoicing was back in the year 2011 when we started the construction of six warehouses in the main cities of Thailand: Pattaya and Samui

What are the main activities and what makes Aroy Italy different from its competitors?

Any company that decides to sell Italian products abroad deals with 5 basic products (called “commodities�): tomatoes, oil, pasta, mature cheeses and ham.

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Even though there were already competitors during our inception, Aroy Italy immediately distinguished itself by offering the import of different kinds of Italian products.

To differentiate ourselves, we offered a flexibility that was not present before our arrival in Thailand. Aroy Italy decided to not sell

only one type of commodity, but broaden the choice. Our buyers can consult a whole list of various goods that differ in terms of packaging, quality, price and flavor. Our warehouses are divided into three sectors: frost, fresh and dry spaces, as well to maintain constant temperature for the products during shipment, our delivery trucks are equipped with a variable temperature system.

All these tools allow us to sell an excellent quality product at a very advantageous price.

Another aspect that has led us to success in just 3 years is the speed and convenience of our service. Thanks to a large store of our commodities and our large fleet of delivery trucks, customers can receive their specific products, even if they are located on a distant island.

EASTERN SEABOARD COMMITTEE In addition, for periods of high demand, Aroy Italy operates every day and during most public holidays.

What are the differences in demand for products between Bangkok and the rest of Thailand?

The most significant difference between Bangkok and other places in Thailand is caused by the seasonality of tourism. In Bangkok, the shift from high to low season brings a variation of demand of only 20%.

The minor gap is due to Bangkok being a metropolitan that doesn’t solely depend on tourism. Its economy is active throughout the year. Bangkok also has an ever-growing market based on its wealthy local population.

On the islands, however, the market is quite unstable as it relies mostly upon tourism. There can be a season difference in demand of around 80%. Despite this imbalance, our team tries always to be ready to satisfy the customer’s needs and offer a good quality product at an affordable price.

Which of the products you offer have obtained the most and least success in terms of sales volume?

Of course, the products with the highest volume of sales are the ones that fall into the

commodities category. We maintain a wide variety of products as to reach several kinds of customer.

One category of product that is seeing great success is frozen foods. This is likely due to such goods having the same organic characteristics of fresh products, containing no preservatives, but still having a long storage life while always being ready to use.

Nonetheless, there are still some Italian delicacies that have yet to meet the tastes of the Thai population such as some types of ham and cheese (for example Pecorino cheese – a hard Italian cheese made from goat’s milk.). Some flavors or textures may need a greater time of introduction to the market to assimilate into the eating habits of the local people.

One product that has found many difficulties, against all expectations, has been chocolate, because Thailand is characterized by a very hot climate that makes selling chocolate in retail stores very complicated due to the air conditioning getting switched off during the night time.

Does Aroy Italy also sell products to customers who have special diet, nutritional, religious or health needs?

This is a field that has been expanding and we have begun to accommodate the health needs of our customers. Aroy Italy has begun to offer a line of organic products (such as canned vegetables, olive oil, milk, pasta and), and a line of gluten free goods. We are also introducing Halal certified products suitable to customers of the Muslim religion.

Talking about the future, what are the plans for Aroy Italy? In which category of product do you plan to invest more money, time and energy?

Logistically speaking, our plan is to open a new warehouse in Udon Thani (one of the North-East provinces of Thailand) and have our products reach countries bordering Thailand.

In the future, we see two different possible scenarios. If ASEAN (Association of Southeast Asian Nations) becomes an open-market in 2015, lowering the costs of export, we will be ready to open new branches in neighboring countries under a Bangkok headquarters. If the ASEAN community does not result in an open-market, we will focus on expanding our warehouses but orders will be managed through our office in Italy. Aroy Italy will also invest more in frozen food to steady its success.

INFORMATION ABOUT AROY ITALY Total Employees: 50+ Bangkok Branch: Soi 34, Satu Pradit, Bangkok 10120 Phone: +66 2 682 3392 Fax: 02 682 3393 Hua Hin Branch: 4/410 S. Moobannongkae T. Nongkae, Hua Hin, Prachuabkirikhan 77110.

Phone: +66 032 511510 Fax: 032511520 Phuket Branch: 19/103-104 M.8 Chaofa Road, Chalong, Muang, Phuket 83130 Phone: +66 76 381485 Fax: +66 7 6381485 Samui Branch: 157-11/12 MOO1 Bophut, Koh Samui, Surat Thani 84320 Phone: +66 7 7427074 Fax: +66 7 7427075

By Claudia Castelli, Fellowship Researcher Thai-Italian Chamber of Commerce

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PHUKET AND SOUTHERN REGION OF THAILAND COMMITTEE

Pluto Ice Cream - Traditional Italian gelato in Thailand Interview with Giovanni Durante, Managing Director of Pluto Ice Cream

T

he reputation of Italian gelato for its taste and quality is recognized worldwide, but few know that it was his introduction in France that made him famous throughout Europe. Francesco Procopio dei Coltelli, a Sicilian chef, managed in 1686 to prepare the first mixture that we all know today as Italian Gelato. In that same year, he opened his Café Procope in Paris, where he served the new creation in a number of varieties.

from Madagascar), chocolate, strawberry, mango, passion fruit and melon, while the less appreciated by Thai consumers are hazelnut, pistachio, peach apricot.

To compensate for these differences in preference, Pluto created a different range of flavors including lemongrass, lychee, coconut sorbet, green melon sorbet and even spice flavors.

In 2012, Pluto saw an increase of sales by 38% with the introduction of gluten-free and sugar-free flavors. The brand has even received exotic requests from famous chefs like Parmigiano, who asked for olive oil and saffron flavors.

There are however, an abundance of urban legends pertaining to the birth of the gelato.

One of these states that Ruggeri of Florence made a preparation which included cream, eggnog and fruit that soon became popular across France, allowing it to be served at the wedding of Catherine de’ Medici and Henri d’Orleans. There are of course, no traces to corroborate such events ever took place.

While catering to different tastes, Mr. Durante takes care to remember the main points of a good gelato, which are quality

Nonetheless, as in the story of Francesco Procopio dei Coltelli, the entrepreneur Giovanni Durante introduced Italian gelato to the Thai island of Phi Phi in 2001 to great success. We decided to interview the visionary to see how he derived Pluto Ice Cream’s success.

To first clarify, Pluto Ice-Cream produces Gelato and not ice cream. The former is made only with fresh products destined for immediate consumption, while the latter contains preservatives. Very often the term “ice cream” is used to describe both in a generalization without underlining their key difference.

Due to such distinction, it was not easy at first for Pluto Ice-Cream to sell its higher priced product amidst already existing competitors. While it appeared to be a risky choice to open a gelateria on an island and not in the capital, the objective was always to sell a higher quality product with a focus on tourism.

Pluto also had to deal with a culinary context completely different from that of Italy. However, with perseverance and determination, machinery was moved to Phuket City and, in the meantime, outlets in Phi Phi were improved, reaching a total of four shops. The decision on Phuket City turned out to be very wise because the major Tsunami of 2004 totally destroyed the shops.

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The period after that was dedicated to reconsidering production and obtaining the best hotels and restaurants in Phuket as customers. In addition, Pluto introduced new services such as delivery to customers by truck. Starting January 2008, collaboration with a company specializing in food distribution helped Pluto’s gelato reach the markets of Bangkok, Pattaya and Koh Samui.

Mr. Durante affirmed that in recent years, Thai culinary culture has come to include the gelato and appreciate the need for its price. He stated that Pluto has come to represent an authentic Italian choice for consumers seeking a fresh, cool treat on their hot island.

Among classic flavors, the bestselling gelatos are vanilla (made only with berries

Italian materials and good machinery.

While noting this, he pointed out that it is important to underline that Pluto has received health certification from Thailand’s Food and Drug Administration for all its gelato products.

Mr. Durante’s opinion is that the gelato is on the same course as pizza and pasta, spreading Italian food habits to Thailand.

Given growing appreciation for the cold Italian treat, Mr. Durante expects another expansion such as the brand’s opening in Vietnam in 2012, in other Asian countries in the near future.

By Claudia Castelli, Fellowship Researcher Thai – Italian Chamber of Commerce

PHUKET AND SOUTHERN REGION OF THAILAND COMMITTEE

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TICC EVENTS JULY

“Laos – what you need to know about the economy and how to do business there”, Joint Chambers Breakfast Talk, Bangkok – Thailand On July 8, TICC in collaboration with GTCC organized the breakfast talk to provide an up-to-date overview on Lao’s economical situation and underlying business opportunities. Dr. Ramon Brüsseler, Executive Director of the European Chamber of Commerce and Industry in Lao PDR presented the new investment guide as well as the result of the salary survey in person at the event.

“Leveraging the ASEAN Economic Community”, FTCC Joint Breakfast Talk, Bangkok – Thailand On July 10, TICC in collaboration with FTCC organized a breakfast talk to give ideas and information on how to set up or expand your business in ASEAN and how to best protect your operations in the region.

AUGUST

“Back to the Future of ASEAN 2015”, GTCC Joint Chambers Luncheon - Thailand On August 22, TICC, in collaboration with the German-Thai Chamber of Commerce, participated in the exclusive luncheon with Mr. Vikrom Kromadit, CEO of Amata Corporation who came to share his views on the upcoming ASEAN Economic Community (AEC) in 2015 with more than 100 delegates.

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“Investment Opportunities in Eastern Seaboard; Real Estate & Nautical Tourism Industry”, TICC Joint Chambers Business Talk - Thailand On August 1, TICC, in collaboration with the FTCC and AustChamThailand, organized a business talk and networking event at Ocean Marina Yacht Club, Pattaya. The presentations covered the investment opportunities in Thailand’s Eastern Seaboard in real estate and nautical tourism industry. The event commenced with the seminar attended by 50 guests from Bangkok and Eastern Seaboard provinces.

After the seminar, the event continued with Portofino site inspection, Sunset Champagne Cruise hosted by Ocean Marina Yacht Club, and Networking Party.

TICC EVENTS SEPTEMBER “CosmoProf Meeting” TICC Business Meeting – Thailand On 17 September, the TICC hosted the presentation of the next COSMOPROF (20 - 23 March 2015), the main international cosmetic fair, held in Bologna (Italy) for the last 47 years. The objective of this roadshow was to offer a broaden outlook of this global B2B exhibition and to explain the benefits to the Thai companies interested in this event. During the CosmoProf, each company will have the opportunity to introduce their knowledge and experience in the Worldwide beauty & cosmetic market. Next year, particular importance will be given to the SPAs’ market.

“Thailand Innovation and Design Expo 2014 (TIDE)” – Thailand From 18 to 21 September, TICC participated in the “Thailand Innovation and Design Expo 2014 (TIDE 2014)” at the Queen Sirikit National Convention Center (QSNCC) with its members in the Italian Pavilion.

The event was organized by the Department of International Trade Promotion (DITP) under Thailand’s Ministry of Commerce. The Pavilion was visited by the Prime Minister on October 18 and gained attention from the public.

“Working Together Forum 2014”, FTCC Joint Chambers Business Matching - Thailand On September 25, TICC took part in the Working Together Forum 2014, a business matching event between large corporations and SMEs based in Thailand organized by the Franco-Thai Chamber of Commerce. The event was also attended by the BeLuThai, British-Thai, Danish-Thai, German-Thai, Netherlands-Thai, Thai-Finnish, Thai-Italian, Thai-Norwegian, Thai-Swedish, ThaiCanadian and Swiss-Thai Chambers of Commerce.

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TICC EVENTS OCTOBER “Myanmar: Strategic Investment Opportunities for SMEs”, TICC Business Talk - Thailand On October 2, TICC, in collaboration with the United Nations Industrial Development Organization (UNDO), Economic and Social Commission for Asia and the Pacific (ESCAP) and Tilleke & Gibbins International Ltd., organized a seminar about Myanmar’s competitive advantages and opportunities for the investment. The presentation covered the economic context and FDI trend, potential and risks of Myanmar’s market, promising sectors and the strategies for foreign investors. The issue about Italian government support for the creation of mix companies and the UNIDO’s initiatives to encourage building partnerships were also introduced to the attendees, including the Foreign Investment Law and explained the restrictions for Foreign Investors.

NOVEMBER “Ospitalità Italiana Bangkok Award Ceremony” in Happy Eating Festival - Thailand As previously introduced in the Press Conference in October, on November 14, TICC organized the Ospitalità Italiana Bangkok Award Ceremony 2013/2014 at the Royal Paragon Hall, Siam Paragon with 4 awarded Italian restaurants: Luce (Chef Edoardo Bonavolta), Brio (Chef Danilo Sangrigori), Il Bolognese (Chef Andrea Bernardi) and La Taverna (Chef Corrado Macrì) located in Bangkok and Pattaya, Thailand.

The event was organized in a food retail fair “Happy Eating Festival” which took place from 14 to 16 November at the Royal Paragon Hall.

During the Festival, TICC was there to present the Ospitalità Italiana Project with the list of certified restaurants in Thailand since its first launch in 2010.

The Ospitalità Italiana 2013/2014 project is supported by Eurofood (The Commercial Company of Siam Ltd.) and Italasia Trading (Thailand) Co., Ltd., official partners of the whole project, together with the Media Partner Thailand Restaurant News Magazine.

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TICC EVENTS “Bonjour French Fair - Ciao Italia! Press Workshop” - Thailand On November 20, TICC participated in the Press Workshop of “Bonjour French Fair - Ciao Italia!” organized by the Franco-Thai Chamber of Commerce at Café 1912, Alliance Française Bangkok. The workshop introduced the “Bonjour French Fair - Ciao Italia!” a retail fair organized consecutively for 12 years targeting 50,000 high-end Thai consumers and expats during 11-14 December 2014 at the Queen Sirikit National Convention Center, Bangkok, Thailand. The workshop was presented by the exhibitors such as Italasia Trading, Marvel Vision (SUPER Glasses importer), Vivin Gourmandises Maison, Lampe Berger and Mega Selection.

DECEMBER "Bridge of Hope 2014 - Christmas Charity Dinner" - Thailand On December 18, TICC and Camillian Hospital organized the “Bridge of Hope 2014 – Christmas Charity Dinner” at the Eastin Grand Hotel Sathorn. The objective of this charity event is to raise funds to help children living with disabilities and HIV/AIDS at the Camillian Home. The event welcomed almost 400 guests including supporters of the Camillian Home, Camillian Hospital, members of TICC and other Chambers of Commerce, the Italian Embassy in Bangkok and high profile business representatives.

The event started with the Italian Aperitivo followed by an amazing dinner prepared

by Chef Edoardo from Luce restaurant, recently awarded by the Ospitalità Italiana Project 2013-2014. The dinner period commenced with the speeches from TICC's and Camillian Hospital's representatives followed by series of amazing performances such as soprano singing and harp glass music. The evening was closed with Panettone, Gelato and Spumante and with the Christmas blessing from Father Giovanni Contarin from the Camillian Hospital.

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MEMBERS AREA

THE BANGCHAK PETROLEUM PUBLIC COMPANY LIMITED 555/1 Energy Complex, Building A, 10th Floor, Vibhavadi Rangsit Road, Chatuchak, Bangkok 10900 T: +66 (0) 2335 4632 W: www.bangchak.co.th

KUNKA CORPORATION LTD. 999/2 Moo 6 Terapak Road, Terapak, Muang, Samutprakarn 10270 T: +66 (0) 2385 1345 W: www. Kunkacorp.com

Company Background Leading importer of innovative vehicles: MV Agusta, KTM, Morgan, Segway

Company Background Bangchak is a Thai Oil Company running business of refining of crude oil. The Company also sells its finished oil products through the network of over 1,100 service stations throughout the country.

In addition, Bangchak has extended its direct sales channel to large and medium- scale oil consumers.

CHAO PHAYA RESORT LTD. (ANANTARA BANGKOK RIVERSIDE RESORT & SPA) 257/1-3 Charoennakorn Road, Samre Thonburi Bangkok 10600 T: +66 (0) 2476 0021 W: www.bangkok-riverside@anantara.com E: bangkokriverside@anantara.com

C.A.T. ACCOUNTING AND TAX CO., LTD. 64/70-71 Moo 12, Soi Thepprasit, Nongprue, Banglamung, Chonburi 20250 T: +66 (0) 38 301 019, (0) 38 300 220, (0) 38 300 674 W: www.accounting-tax.co.th E: info@accounting-tax.co.th

Company Background Established in 2002 to provide accounting and tax, administrative and business advisory services. Received the Quality Assurance Certification from the DBD in 2013.

Company Background Hospitality property offering services in accommodation, dining and leisure activities.

CENTRAL DEPARTMENT STORE 1027 Chidlom Building, 7/F Ploenchit Road, Lumpini, Pathumwan, Bangkok T: +66 (0) 2793 7484 W: www.central.co.th

Company Background Department store chain, owned by central group.

OMNI MARKETING GLOBAL 32nd-33rd Floor, Vanit Building II, 1126/2 New Petchburi Road, Makkasan, Ratchathewi, Bangkok 10400 T: +66 (0) 2250 7100 W: www.omg-asia.com E: info@omgthailand.com

Company Background Omni Marketing Limited its operations in 1993, and now employs a team of 1,000 full time and over 20,000 supporting employees.

In Thailand OMG’s key subsidiaries are:

DemoPower: Demonstration, Sampling & Activation in Thailand’s leading retail chains, such as Tesco, Big C, Tops, Food Hall, The Mall and Villa Market.

ActMedia: In-Store Media Channel in Supermarkets, such as Tops, the Mall, Villa Market.

U-marketing: Membership Marketing Services Red Basket: Shopper Marketing Services

GO HOLIDAY TOUR CO., LTD. 446/9 Thanapol Building, 3rd Floor, Soi 20 Mithuna 11 Huykwang Bangkok T: +66 (0) 2977 6000 W: www.goholidaytour.com

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Storeminder: Merchandising & Audit Services Continuity Plus: Continuity & Shopper Loyalty Programs

MEMBERS AREA ELEONOR.09 459/59 Suanplu Soi 8, Sathorn Tai Road, Tungmahamek, Sathorn, Bangkok 10120 T: +66 (0) 95 938 4298 E: mino.crescenzo@liberto.it

• Creative Graphic Design, Video & Photography, Trend Spotting and Insights about our targeted demographics • Content Marketing and Distribution • Wine Technical Knowledge

Company Background

• • • • • • • • •

The company imports ranges of products including beverage and Food. Most of product was imported from Italy such as Elah, Bufour or Novie.

The Wine n’ About expertise consists of: Wine Trend-spotting n’ Writing SocialMedia n’ Digital competencies Marketing n’ Advertising Management Brand, Creative n’ Graphic Design Editorial n’ Content Management Photography n’ Video production Web n’ IT development Business n’ Partnership Development Retail n’ Hospitality Marketing

PACIFIC B&B Co., LTD. 394/26 Soi Sukhumvit 65, Prakanong-Nua, Wattana, Bangkok 10110 T: 02 660 3610 W: www.pacific-bb.com E: sales@pacific-bb.com

ENERGOLINE CO., LTD. Casalunar Avenue, The Rise B2 Condominium, 141/7-8 M.1, Nartmontasavee Road, T.Samed, A. Muang, Chonburi 20000 E: rene.okanovic@gmail.com

Company Background

Company Background

A beverage company with a strong passion for craft brands, focusing and distributing artisanal Italian beers for the Thailand market.

MOTO CORSE CO., LTD. 1745 Ladprao Soi 94, Plappla, Wangthong, Bangkok 10310 T: +66 (0) 2949 0809 F: +66 (0) 2949 0975

Company Background Moto-Corse is the Exclusive Distributor in Thailand for BIMOTA Motocycle from Rimini, Italy.

WINE AND ABOUT S.E.A. CO., LTD. 111/1 Soi Sukhumvit 55 (Thonglor 5), Klongton-Nua, Wattana, Bangkok 10110 T: (66) (0) 2713 5952 F: (66) (0) 2713 5952 E: info@wineandabout.com

The company provides services consulting, design, engineering, and project management in energy sector, T&D, telecom.

NINKALA CO., LTD. 129/5 Nawamin 163, Moo 5, Klongkum, Buengkum, Bangkok 10290 T: (66) (0) 2948 8787 F: (66) (0) 2948 8787 W: www.facebook.com/ninkala E: ninkalajj@gmail.com

Company Background The company offers Thai spa products that has Thai flowers scents which are considered real products from Thailand.

Company Background Wine n’ About was founded in early 2014 as a digital marketing and social media platform to help clients foray and succeed in the digital and social media arenas.

The company focuses on food and wine, because it is our passion and our footprint is here in Thailand.

Core competencies are: • Integrated Marketing Strategic Planning • Understand of the Social Media landscape in Thailand and its demographics • Creative Writing, Copy Writing, Blogging • Web and Social Media Platform – IT– development and management

LUCCI CREATIONS CO., LTD. 388Exchange Tower, 29th Fl. Sukhumvit Rd., Klongtoey, Bangkok 10110 E:italdesigncreations@hotmail.com

Company Background The company has professional and international profile in interior design for 35 years with experiences in the Middle East, Asia and Europe.

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MEMBERS AREA

Participating companies

MEMBER for MEMBERS Card Benefits - Special discounts in selected products and services offered by participating companies - Opportunities to expand customer base Terms & Conditions - Additional registration is required.

- The offers are not application with any other promotion and subject to change without prior notice. Additional restrictions can be applied.

For more information please visit www.thaitch.org/members/ members-for-members-card or contact Membership Executive at membership@thaitch.org or 02-255 8695 ext. 106.

AIRLINES │Turkish Airlines AUTOMOTIVE │Cavallino Motors y Vespiario CONSULTING │The Social Lawyers y Legal and Commercial Services Internation y Smart Search Recruitment EDUCATION │ KIS International School y D&D Business Language Service Co. Ltd. FURNITURE & INTERIOR │ K.V.R. Trading HOTEL │ Crowne Plaza Bangkok Lumphini Park y Eastin Grand Hotel Sathorn Bangkok y St. Regis Hotel Bangkok y Paradise Beach Kamala y Banyan Tree Bangkok y Sheraton Grande Sukhumvit y Boomerang Village Resort y Happy Elephant Resort MEDIA & PR │ Scandinavian Publishing Co., Ltd TRADING │ SKGF trading (2002) Co., Ltd. HOSPITAL │Camillian Hospital y Bumrungrad Hospital FASHION & TEXTILE │ Arte di Murano REAL ESTATE │ Happy World S.M.Co.Ltd LOGISTICS │ FLS 1993 FOOD & BEVERAGE │ Great Earth RESTAURANTS │ LUCE Italian Restaurant (Eastin Grand Hotel Sathorn Bangkok) y Rossini’s Restaurant (Sheraton Grande Sukhumvit) y Saffron and Taihei (Banyan Tree Bangkok) y Crowne Plaza Bangkok Lumphini Park y La Buca Italian Restaurant y diVino Food&Wine y Sole Mio Restaurant y L’Opera Restaurant y Mamma Mia! (Hua Hin) y Café del Sol Restaurant (Boomerang Village Resort Phuket) y Da Maurizio Bar e Risto (Phuket) y Cape Sienna Phuket y La Capannina (Phuket)

BUSINESS DIRECTORY OF THE THAI-ITALIAN CHAMBER R OF COMMERCE 2014 The business directory is a great working instrument for TICC members, Italian entrepreneurs working in Thailand, and public institutions in both Italy and Thailand. The business directory includes an overview of both countries and information about TICC activities, fairs & exhibitions to enhance business growth and network internationally.

Hard Copy Format price: 2,500 THB (standard postage included) Electronic Format: 2,000 THB (delivered by email) For more information please visit www.thaitch.org/publications/directory or contact Marketing & PR Executive at pr@thaitch.org or 02-255 8695 ext. 103.

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MEMBERS AREA

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TICC FAIRS-UPCOMING EVENTS

International Trade Fairs in Italy 2015 Exhibitions In Italy

Detail

Date

Venue/Website

CosmoProf

Cosmetics

20 – 23 March

Bologna, Italy www.cosmoprof.com

TUTTO Food

Food

3 – 6 May

Milan, Italy

HOST

Hospitality

23 – 27 October

Milan, Italy

In 2014, take your golden opportunity to display and trade your products and services in the TICC supported fairs!

For more information and Special conditions for BUYERS and EXHIBITORS through TICC, please contact: Mr. Michele Tomea Trade Manager Email: trade@thaitch.org Tel: 02 255 8695 Ext. 104

International Trade Fairs in Thailand 2015 Exhibitions in Thailand

Detail

Date

Venue/Website

PIMEX

International Boatshow

8 – 11 January

The Royal Phuket Marina, Phuket, Thailand

Upcoming Events January – March 2015 Date

Event

Location

Ice Breaker Networking Lifestyle Night GTCC - DTCC - FTCC - TICC

TBC

February 24

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