Exotic Food Public Company Limited recently marked a memorable milestone with an exuberant celebration of its 25th anniversary, setting an ambitious goal to crown its Sriracha chili sauce as the world’s number one Thai sauce. For an impressive span of over 24 years, the company has been exporting Sriracha sauce under the revered Flying Goose brand, achieving unprecedented profit levels year after year. This jubilant celebration saw a gathering of top executives and international partners from over 30 countries, filling the atmosphere with lively chatter, warmth, and delightful fun.
Mr. Jittiporn Jantarach, the diligent Managing Director of Exotic Food Public Company Limited, shed light on the company’s specialized approach in manufacturing and distributing an array of seasoning sauces, dipping sauces, curry pastes, and quintessential Thai culinary ingredients. Not stopping there, the company offers an enticing variety of ready-to-eat and semi-ready-to-eat delights like green curry, tom yum, and pad Thai. Boasting a vibrant portfolio of over 700 SKUs, including more than 40 sensational flavors of Sriracha chili sauce, Exotic Food stands tall as the most diverse exporter in the chili sauce arena.
Over the years, the company has experienced a continuous growth trajectory, with its chili sauces gaining skyrocketing popularity in international markets. As the leading exporter of chili sauces in Thailand, Exotic Food is fiercely climbing the global ranks, aiming to secure a spot among the top three chili sauce brands worldwide under its flagship brands: EXOTIC FOOD, FLYING GOOSE, and THAI PRIDE. In a resounding testament to its success, 2023 saw the company’s sales surge by over 75% compared to the prior year.
This phenomenal success can be attributed to the company’s adept ability to captivate the palates of consumers worldwide, thanks to a robust network of distributors spanning more than 70 countries, including Europe, the United States, and beyond. The company continues to showcase operational excellence, posting record profits again in the first quarter of 2024, with growth soaring over 173% and revenue escalating by nearly 80% compared to the same timeframe last year. The sauce product group alone contributes to more than 90% of total sales, underscoring its dominant position in the market.
“Our mission is to establish the Flying Goose brand’s Sriracha chili sauce as the unparalleled Thai sauce on the global stage. We are unwavering in our dedication to product innovation and market expansion, not only to reinforce our brand’s stature but also to elevate Thailand’s pride on an international platform,” shared Mr. Jittiporn Jantarach with conviction as he outlined the company’s strategic vision for its 26th year. Building upon the success of the in-demand Sriracha Original and Sriracha Mayo flavors, which enjoy top-seller status in every country, the company plans to roll out an array of new products this year.
Future market expansion endeavors are focused on developing novel and innovative Sriracha flavors while infusing Thai uniqueness. The company aims to broaden its horizons into Eastern Europe, Asia, and other continents over the next 1-2 years. Additionally, Exotic Food plans to make a bold entry into the US market by distributing through approximately 3,000 modern trade channels this year and participating in around 24 global trade shows annually. To cater to the burgeoning demand, production capacity at the state-of-the-art factory in Rayong province will be significantly ramped up.
The grand 25th-anniversary celebration was hosted at OJO BANGKOK, the city’s highest and most scenic restaurant. The event attracted over 70 distinguished guests and customers, including prominent international dealers from Germany, the Netherlands, the United States, and other nations who came to savor the company’s exquisite products. One of the event’s standout moments was the launch of the new Flying Goose Sriracha chili sauce label, which proudly incorporates Thai script to celebrate the brand’s Thai heritage on a global pedestal. The celebration was further enlivened by mesmerizing musical and cultural performances, and a grand prize raffle added an extra layer of excitement, ensuring an energetic, fun-filled, and heartwarming gathering.
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It’s amazing to see a Thai brand aim for global dominance with such confidence!
Absolutely, but do you really think it can compete with the giants like Huy Fong?
That’s a fair point, Anna. Huy Fong has a strong grip on the market, especially in the US, but Flying Goose seems to have a diverse product range.
It might be tough, but competition is good for consumers. More variety is always welcome!
True that. Plus, it might push all brands to innovate more with their flavors.
I’m skeptical. How can a company from Thailand take over the US market?
Thailand has a rich culinary tradition that has global appeal. They have a genuine chance if they market well.
I see your point, Amy, but it’s still a big leap. US consumers can be very brand-loyal.
It’s all about quality and taste. If Flying Goose delivers, it will find its own fanbase.
You’re right. Taste is king.
I love their green curry paste! If their Sriracha is as good, I’m sold.
Same here, Olivia. Their ready-to-eat meals are lifesavers during busy days.
Absolutely! Convenience and quality – a winning combo.
As a chef, I can vouch for their products. They’re top notch.
That’s great to hear from a professional, Tim!
Does anyone find the idea of 40 flavors of Sriracha a bit overwhelming?
Yeah, sometimes less is more. Too many choices can be confusing.
Exactly! I prefer a few well-done flavors over an endless variety.
I think it’s awesome. More flavors mean more chances to find something you love.
Different strokes for different folks, I guess.
Why are we focusing so much on Sriracha? There are other great Thai sauces worth talking about.
True, but Sriracha has a huge market impact. It draws attention to Thai cuisine.
Fair point. Maybe it can be a gateway to other Thai sauces.
Launching new products is always risky. They’ve grown a lot, but can they maintain it?
Growth often comes with risks, but they seem to have a solid strategy.
Let’s hope the strategy works. It’s a huge investment.
I’ve tried Flying Goose Sriracha, and it’s superior to many other brands out there.
I don’t get the hype. Sauce is sauce.
It’s interesting how they incorporate Thai script in their new label. Celebrating heritage is a smart move.
Agreed. It gives them a unique identity and connects consumers to their roots.
Exactly! It’s branding that tells a story.
I’m eager to see how their entry into the US market will pan out.
The US is a tough market, but they seem well-prepared.
Preparation is key. Their distribution strategy looks promising.
A celebration at the city’s highest restaurant sounds over the top.
Why wouldn’t they celebrate in style after 25 years of success?
Guess you’re right. It’s a big achievement.