Thai Union Is Rebranding To “Chef Of The World”

News 10:53 13/09/2014
(Bangkok Post) Thai Union Frozen Products Plc (TUF), the world's largest canned tuna producer, is undertaking a major corporate rebranding to prepare for the emergence of the Asean Economic Community (AEC).

The company hopes to double exports to the region within two years, said president Thiraphong Chansiri. At present, Asean outside of Thailand accounts for around 5-10% of TUF’s annual sales of USD 3.23 billion.

The rebranding, the first in the company’s 35 years of operation, is aimed at strengthening TUF’s corporate identity to be on par with well-known companies such as Charoen Pokphand and Unilever.

“So far, consumers know our products through our brands, such as Chicken of the Sea. But they don't know they are produced by TUF,” he said. TUF bought a stake in Chicken of the Sea in 1997 and now owns 100% of the US-based company.

So far, TUF’s Select Mackerel and Fisho have been distributed to neighboring countries, such as Vietnam, Laos, Cambodia and Myanmar, Mr. Thiraphong said. “These neighboring economies have a good deal of potential, and consumers there are willing to pay more for quality food from Thailand,” he said.

“As the AEC is going to remove trade barriers in the region, we are putting more of an effort into branding ourselves.”

TUF is promoting itself as “Chef of the World” and aims to increase its revenue to USD 8 billion by 2020. It projects 17-20% revenue growth this year.

The marketing budget for Thailand will double to 200 million baht this year. About 40 million baht is allocated for the rebranding campaign.

Bạn đang đọc bài viết Thai Union Is Rebranding To “Chef Of The World” tại chuyên mục News của Hiệp hội VASEP

TIN MỚI CẬP NHẬT

Vietnamese tuna exports seek momentum from growth markets

 |  09:00 25/05/2026

(vasep.com.vn) Vietnam’s tuna exports reached USD 81 million in April 2026, down 6% compared to the same period in 2025. In the first four months of the year, export turnover totaled USD 289 million, down 4.8%. Although the overall export picture has yet to brighten significantly, market trends are becoming increasingly diversified rather than moving in a single direction.

Pangasius industry restructures from broodstock to enhance competitiveness

 |  08:59 23/05/2026

(seafood.vasep.com.vn) Vietnam’s pangasius industry is undergoing strong restructuring starting from the broodstock and fingerling segment in order to improve productivity, quality, and export competitiveness. This is considered a critical foundation for the sustainable development of the industry amid rising production costs and increasingly stringent market requirements.

Pangasius exports in April 2026 rise 18%, U.S. market shows signs of recovery

 |  08:21 21/05/2026

(seafood.vasep.com.vn) According to Vietnam Customs data, pangasius exports in April 2026 reached USD 206 million, up 18% compared to the same period in 2025 — marking another consecutive month of double-digit growth since the beginning of the year. Cumulative pangasius export turnover in the first four months of 2026 reached USD 720 million, up 17% year-on-year, reflecting the positive growth momentum of this key export product.

Shrimp exports in the first four months of 2026: Stable demand from Asia, rising pressure from the US market

 |  08:55 19/05/2026

(seafood.vasep.com.vn) Vietnam’s shrimp exports in the first four months of 2026 maintained positive growth momentum, reaching approximately USD 1.5 billion, up 15% compared to the same period last year. However, behind this result lies diverging trends across markets, as the global shrimp industry continues to face pressure from inflation, high inventories, price competition, and increasing trade risks.

Vinh Tuy (Kien Giang): Bottom aeration system improves shrimp farming efficiency

 |  08:36 15/05/2026

(seafood.vasep.com.vn) In Vinh Tuy commune (Kien Giang Province), many shrimp farmers are adopting bottom aeration systems and reporting clear economic benefits, helping increase income and reduce production risks.

Vietnam’s crab exports in Q1/2026: Strong growth, but caution remains necessary

 |  08:59 14/05/2026

(vasep.com.vn) In the first three months of 2026, Vietnam’s exports of crabs and other crustaceans reached more than USD 93 million, up 23% compared to the same period last year. The result shows that the sector is experiencing a fairly positive recovery, especially in its two key product groups: crabs and swimming crabs. However, behind the growth figures are several concerns: export markets remain highly concentrated, raw material supply is unstable, and trade barriers from the US and EU are becoming increasingly stringent.

Ca Mau shifts strongly toward high-tech shrimp farming

 |  08:34 13/05/2026

(seafood.vasep.com.vn) In Ca Mau province, many farmers are transitioning from traditional methods to high-tech shrimp farming, adopting recirculating systems with minimal water exchange to improve efficiency and reduce risks. In Hung My commune alone, there are about 260 super-intensive shrimp farming households covering more than 265 hectares, playing a key role in local economic development.

Amid competitive pressure, fish cake and surimi exports still have growth opportunities

 |  09:08 09/05/2026

(seafood.vasep.com.vn) In the first three months of 2026, Vietnam’s exports of fish cake and surimi reached USD 63 million, down 5% compared to the same period last year. Although total export value declined slightly due to decreases in some key markets, many other destinations continued to post strong growth, opening up room for this convenience-oriented processed segment in the coming quarters.

Fisheries in Quang Tri show positive results

 |  08:52 07/05/2026

(seafood.vasep.com.vn) Favorable weather conditions in the early months of 2026 have brought encouraging signs for fisheries activities in Quang Tri. Output has grown steadily, contributing to improved livelihoods for local residents.

What opportunities lie ahead for Vietnam’s seafood exports in 2026?

 |  16:45 05/05/2026

Entering 2026, Vietnam’s seafood industry is facing a period of both high expectations and mounting pressures. Following the positive recovery in 2025, production and export activities in Q1/2026 demonstrated the strong adaptability of Vietnam’s seafood business community amid continued global trade volatility, intensifying international competition, and increasingly stringent compliance requirements in import markets.

VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM

Chịu trách nhiệm: Ông Nguyễn Hoài Nam - Phó Tổng thư ký Hiệp hội

Đơn vị vận hành trang tin điện tử: Trung tâm VASEP.PRO

Trưởng Ban Biên tập: Bà Phùng Thị Kim Thu

Giấy phép hoạt động Trang thông tin điện tử tổng hợp số 138/GP-TTĐT, ngày 01/10/2013 của Bộ Thông tin và Truyền thông

Tel: (+84 24) 3.7715055 – (ext.203); email: kimthu@vasep.com.vn

Trụ sở: Số 7 đường Nguyễn Quý Cảnh, Phường An Phú, Quận 2, Tp.Hồ Chí Minh

Tel: (+84) 28.628.10430 - Fax: (+84) 28.628.10437 - Email: vasephcm@vasep.com.vn

VPĐD: số 10, Nguyễn Công Hoan, Ngọc Khánh, Ba Đình, Hà Nội

Tel: (+84 24) 3.7715055 - Fax: (+84 24) 37715084 - Email: vasephn@vasep.com.vn

© Copyright 2020 - Mọi hình thức sao chép phải được sự chấp thuận bằng văn bản của VASEP

DANH MỤC