CPF drives its Kitchen of the World vision at Thaifex-Anuga Asia

Ekpiyah Ueawuthikrik, Managing Director of CPF Food Network, stated that this year’s business direction remains focused on quality and sustainable innovation, with strong emphasis on product safety and high standards.

Award-winning products

At the show, CPF showcased its award-winning products, including:

• Thai Chicken in Space — Developed under NASA’s Space Safe Standard program, this high-quality CP chicken meat is approved for space missions.
• Soup-Filled Sausages — Created for better eating experience, these are part of the CPF Kitchen Joy brand, which features cube-shaped ready-to-eat meals designed for modern consumers seeking fun, convenient, and high-quality options.

CPF also exhibited a variety of food products under brands like Chef Care, and Royal Umbrella Rice, as well as a range of sauces — available both in Thailand and internationally.

“We have evolved from a producer of raw chicken, pork, and shrimp into a global leader in processed food, with brands like CP ALL Authentic Asia, CP Kitchen Joy, and CP Meat Zero gaining traction across Asia, Europe, and the Americas,” Mr Ekpiyah said.

Net zero by 2050

CPF is committed to achieving net zero emissions by 2050. The company is working to reduce its carbon footprint across all production processes.

In collaboration with the Thailand Greenhouse Gas Management Organization, CPF has conducted product-specific carbon footprint assessments. Currently, over 90 of its products have lower emissions than industry peers.

CPF is also aligning with long-term health trends by developing products that boost immunity and promote overall well-being, such as:

• Benja Chicken
• Cheeva Shrimp, raised naturally and rich in Omega-3 and Omega-6 — comparable to salmon, but at more accessible prices.

“We don’t use antibiotics in raising our chickens. Instead, we use probiotics, which is a step forward in health for both Thais and global consumers,” explained Mr Ekpiyah.

Strategic marketing focus

CPF continues to operate under three key marketing pillars:

• Value for money – Delivering high-quality products at reasonable prices, particularly relevant as consumers dine out less.
• New experiences – Creating food innovations that offer unique and engaging experiences for modern lifestyles.
• Health & wellness – Developing health-focused products that balance taste with nutritional benefits.

Expanding international reach

CPF sees strong growth potential in international markets, particularly in Europe, including the Baltic States and the Commonwealth of Independent States (CIS) where Muslim populations are increasing.

With its halal-certified products, CPF has a strategic advantage in expanding across these regions and the Middle East.

The company is also exploring growth opportunities in smaller countries and emerging markets, beyond established regions like Scandinavia, the UK, and Germany.

Despite global economic uncertainties, CPF is confident that its strong strategy, innovative product development, and commitment to quality and sustainability will reinforce its leadership in the global food industry — fulfilling its role as the ‘Kitchen of the World’.