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Amidst a constellation of corporate achievements, Charoen Pokphand Foods Public Company Limited (CP Foods) has emerged, stellar and proud, as the recipient of a high honor—none other than the Her Royal Highness Princess Maha Chakri Sirindhorn Trophy. This dazzling recognition for Marketing Excellence came during the grand ceremony of the Thailand Corporate Excellence Awards 2023. Anointing CP Foods with this prize was a coalition of prestige: the Thailand Management Association (TMA) in collaboration with the esteemed Sasin Graduate Institute of Business Administration at Chulalongkorn University. It wasn’t just about marketing savvy; this was about a campaign that rocketed into the stratosphere!
Their runaway success, the “Thai Chicken – Mission to Space” campaign, not only turned heads but set sights beyond the skies, aiming for a quality of food safety that would suit an astronaut’s pouch. Through this galactic initiative, CP Foods broadcasted their wholesome promise across the universe—that their offerings are as safe as they are nutritious; and they pinned this pledge not just on a board of corporate values but also on a commitment to an enhanced societal, communal, and global landscape.
With a twinkle in his eye, CEO Prasit Boondoungprasert envisioned a future where CP Foods is the illustrious ‘Kitchen of a Sustainable World’. Picture it: a world where innovation buddies up with technology, where foods don’t just tick the box for being healthy but also give a high-five to the environment. The celestial project that is ‘Thai Chicken – Mission to Space’ soared high, majestically elevating Thai chicken to a prestigious league of safety—that of spaceship-bound space food.
A landmark event worthy of a spacewalk, CP Foods’ enterprise saw an alliance with the interstellar experts at NANORACKS LLC from the good ol’ US of A, as well as mu Space—the pride of Southeast Asia. This alliance, my dear reader, was no small step for chicken; it was a giant leap for Thai food, raising it to an orbit where it can rub shoulders with the sustenance of astronauts.
Upon receiving this illustrious trophy, Prasit stated with glee, “We at CP Foods are jubilant, our hearts buoyant, as we hold this symbol of our triumph in providing nothing but the crème de la crème in products and services.” This distinction, clear as the starry night, is a testament to their relentless pursuit of safety in edibles, bringing forth to the Thai people, a taste that knows no earthly bounds—the kind of nosh that would make an astronaut nod in approval.
Latching onto principles of Innovation, Wellness, and Planet, CP Foods is the virtuoso of nutritional symphonies, serving up affordable delicacies that are all the while guided by a compass of quality. They are acutely aware, their ear to the ground, of the pulse of consumer needs and appetites, and so they spin the wheels of product research and development, weaving campaigns, and brand stories that dance to the rhythms of contemporary lifestyle trends.
With ethical stewardship at the heart of their animal husbandry, CP Foods curates their flocks with the utmost care, using avant-garde feeds sprinkled with probiotics sourced from leading research institutes. This not only nurtures the birds’ innate immunity but also shows us a future where medication is a page in history, leaving behind a legacy of products that embody purity and are gloriously residue-free.
Championing the “Three Benefits to Sustainability Philosophy” of the revered senior chairman Dhanin Chearavanont of the CP Group, CP Foods’ mantra is in sync with the cosmic chorus of the United Nations Sustainable Development Goals (SDGs) and the pledge to exit stage left for greenhouse gases. This philosophy speaks of a trio of harmonies: benefit of the nation, people, and company—CP Foods’ oath to the stars, promising a sustainable, value-spangled path for the welfare of humanity and the celestial body we call Earth.
Concluding on a note as grand as the trophy itself, the Thailand Corporate Excellence Awards cast a spotlight on organizations embodying the zenith of corporate finesse across nine spectacular categories. These chosen few stand as stellar paragons from which others can glean wisdom and inspiration. With each award, bestowed by the grace of Her Royal Highness Princess Maha Chakri Sirindhorn, the companies bask in the glow of recognition for their luminosity in excellence—celestial bodies in Thailand’s corporate cosmos, inspiring others to reach for the stars.
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