“At Chia Tai, we are committed to fostering trust through integrity by delivering Rabbit Brand Fertilizer with a comprehensive variety of nutrient formulas that empower farmers to grow efficiently and achieve optimal yields. Consequently, they share their positive experiences with others, which further helps us build up trust and makes us the ultimate choice in the hearts of farmers.” – Mr. Wiroat Tuenweeradech, Vice President of Fertilizer Business, Chia Tai Company Limited.
People might be familiar with the popular commercials featuring the iconic rabbit symbol, often depicted alongside abundant crops. Throughout generations, the rabbit has remained the central figure, symbolizing Rabbit Brand Fertilizer’s trustworthiness and strong commitment to mutual growth between the brand and Thai farmers through its longstanding journey spanning over 60 years. Rabbit Brand Fertilizer by Chia Tai Company Limited, Thailand’s leading innovative agricultural company, is the top-quality fertilizer brand in Thailand’s chemical fertilizer market, consistently maintaining its leading position among professional farmers. This is supported by the 2023 research survey on brand health and advertising assessment in the chemical fertilizer business category, which recognized Rabbit Brand Fertilizer as the number one choice among farmers for its proven ability to deliver high-quality yields and consistently meet farmers’ expectations.
Mr. Wiroat Tuenweeradech, Vice President of Fertilizer Business at Chia Tai Company Limited, proudly leads the team in overcoming business challenges to maintain the brand’s top position while also remaining committed to continuous improvement. To illustrate Rabbit Brand Fertilizer’s unique approach, he emphasizes that the core foundation of trust and brand loyalty, which sustains a strong customer base, lies in unwavering integrity, starting with the integrity of product quality. Rabbit Brand Fertilizer sources raw materials from globally recognized and reputable suppliers to ensure they meet high standards. These materials undergo rigorous analysis and testing procedures, resulting in high-quality chemical fertilizers with pure and clean pellets free from contamination, each containing complete nutrients essential for successful agriculture. This aligns with its current slogan, “Delivering Complete Quality, Cultivating Exceptional Value”. Moreover, Rabbit Brand Fertilizer has achieved ISO 9001:2015 certification for its outstanding warehouse management system, further reinforcing its position as the market leader in chemical fertilizers, offering comprehensive formulas tailored for rice, field crops, and horticultural crops.
Additionally, the company remains steadfast in its commitment to a strategy focused on building strong partnerships, recognizing this as essential for expanding and fortifying the business sustainably. This approach covers every phase of the value chain, from sourcing high-quality fertilizer raw materials, transportation, and packaging, to distributing and delivering products to farmers. The company’s dedication is evident in its collaborative efforts with all related stakeholders, including business partners, large and small dealers, and the farmers themselves. Mr. Wiroat explained, “Achieving a sustainable business depends not only on our efforts but also on the contributions of dealers and farmers. Therefore, we focus on collaborative development with dealers nationwide and prioritize the quality of every fertilizer pellet to ensure that we can all thrive together in a strong and sustainable manner. What we do not only fulfills our business requirements but also significantly supports the stability and sustainability of our dealers. For instance, the New Gen Dealer Project helps prepare new-generation dealers to take over their family businesses. Furthermore, we actively adapt to the modern-day business environment by implementing various operating systems, such as the e-Ordering and Truck Queue product receiving system at our warehouses, which seamlessly enhance convenience for our valued customers by facilitating easy ordering, quick operations, and immediate product receipt.”
In addition, Rabbit Brand Fertilizer prioritizes direct and easy-to-understand communication with farmers by analyzing and understanding their needs, then creatively utilizing various media. By sharing easy-to-understand articles and video clips on cultivation techniques and tips, Rabbit Brand Fertilizer serves as a valuable agricultural knowledge resource, empowering farmers to apply this knowledge to their own farms. Currently, Rabbit Brand Fertilizer is more than just a trusted, high-quality product for farmers; it is also a key solution provider for the Thai agricultural sector. This is due to its relentless efforts to develop new fertilizer formulas catering to all groups of farmers. Furthermore, Rabbit Brand Fertilizer closely collaborates with other business units under Chia Tai’s umbrella, such as those overseeing agricultural drones and plant protection products, to offer comprehensive solutions. For example, its rice field solutions improve rice production quality, giving farmers greater confidence. Additionally, Rabbit Brand Fertilizer works seamlessly with agricultural drones to enable precise fertilizer applications, efficiently saving both time and labor.
Adapting to changing times, focusing on stakeholders, understanding target groups, and operating with integrity are the key factors that have contributed to Rabbit Brand Fertilizer’s longstanding popularity. These principles have not only sustained its market presence over the years but have also positioned it as the preferred choice among Thai farmers, fostering stability within the agricultural sector on a sustainable basis.
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