For more than fifty years, Pueng Ngee Chiang has won local consumers’ hearts for its quality snacks made mainly from pork in Nakhon Ratchasima province, northeast Thailand. However, during the past few years, the brand has expanded to reach urbanites that want quick and convenient snacks, international travellers, and penetrate overseas markets.
“As we have been in the food industry for a long time, we’ve learned that we need to focus on every process, by selecting high-quality raw materials and ingredients manufactured under stringent safety procedures,” says Ampoon Aurjongmanee, Assistant Managing Director of Pueng Ngee Chiang Food Products. “Moreover, to better serve the modern market and penetrate overseas, we’ve learned to adopt new technology to produce products that better respond to current market demands.”
Ready-to-eat Chinese sausage is the latest product that has received a welcome response from local consumers. Convenient to eat and take everywhere, the product is well suited to modern consumers who do not need to cook it.
The company has developed plant and machinery with new technology to help develop the production process as well as new products that better serve international standards. These are exported to overseas markets such as Hong Kong, China, Australia, Vietnam and Cambodia. Pueng Ngee Chiang plans to expand throughout ASEAN and to other countries this year.
Aurjongmanee explains that the company has continued to develop with support from the DITP.
“We joined the DITP’s Tonkla to Goal Project, which helped us get an idea of how to develop products and packaging to serve our customers,” he says. “Ready-to-eat Chinese sausage is the product that has received an award from the Tonkla to Goal Project.”
Since the company’s main products are made from pork, in order to expand its customer base Pueng Ngee Chiang has developed a greater variety of products from other ingredients, such as seafood and cereals to serve the international market.
To reach more consumers throughout Thailand, Pueng Ngee Chiang has developed a strategy to open outlets in PTT gas station under franchise. Now, it has 130 shops all over the country and will expand to other areas to reach both local and international customers.
Responding to the digital era, the company has embraced e-commerce, developing its own LINE@ official online stores with leading e-commerce platforms to attract a younger and more modern consumer.
According to Aurjongmanee, in the past year online sales have jumped significantly by over 300%, demonstrating that the company has made the right decision in focusing on new technology and up-to-date strategies, which are key to its success.
For more information, please visit: www.puengngeechiang.co.th
Words by Petchanet Pratruangkrai
Photo courtesy of Puengngeechiang