Betagro Group broadens focus to consumer market

General Press Releases Thursday May 23, 2013 16:53
Bangkok--23 May--Betagro Group
Betagro Group broadens focus to consumer market
Meat products and eggs shift to new "BETAGRO" brand name

Betagro Group has changed the brand identity of its HyMEAT chicken products and HyEGG eggs to "BETAGRO". The brand name change is expected to help strengthen and unify its leading market position as a major food manufacturer and food safety leader recognised internationally. It is also a compelling sensory cue to reaffirm consume confidence in and acquaintance with the Group's core brand identity BETAGRO, which is clearly associated with integrity, transparency and reliability that drive its brand-building success.

Vasit Taepaisitphongse, President of Betagro Group, said, "We have been operating our end-to-end integrated agricultural and food production business based on integrity and trust by customers and partners from generation to generation. Today, we are praised as premium food manufacturer among major food service providers, food retailers and restaurants domestically and internationally, including those in Japan, Hong Kong, Malaysia and Singapore as well as those in European countries.

"Partnering with leading food service businesses abroad has resulted in the development of joint ventures in the food production industry, coupled with increased opportunities to export our food products internationally and gain a worldwide reputation for quality and food safety. To create greater awareness of our meat products and eggs, we have decided to adopt single brand identity BETAGRO for both HyMEAT and HyEGG branded items. We believe the change will represent a higher level of quality, reliability and consumer confidence defined by BETAGRO," continued the President.

"According to a recent survey, most consumers, customers and partners accepted and are acquainted with the name BETAGRO which incorporates the Group's three core values: integrity, transparency and reliability. We have been focusing on B2B communication over the past several years, and from now we are placing more importance on B2C to extend awareness of our products in the consumer market. From 10% of B2C communications, we plan to increase to 20-30% in the nearfuture. We also plan to launch more marketing campaigns to boost sales of our standard products in the consumer market through modern trade, supermarket and retail outlets.

"The transition to the BETAGRO brand targeting this standard consumer market will boost consumer acceptance and brand awareness. The brand positioning of BETAGRO is to deliver product quality with high reliability, accessibility and integrity, and to provide consumers with clear information," concluded Vasit.

With the addition of the BETAGRO brand, the Group currently has two major brands: S-Pure offering premium food products and BETAGRO supplying standard quality options. BETAGRO branded food products including pork, chicken and eggs will be available from June this year. It is also planned that processed and cooked foods under the Better Food brand will adopt the BETAGRO brand in the near future.

At THAIFEX - World of Food ASIA 2013, which is scheduled for 22-26 May 2013 at Hall 1, Challenger, Muangthong Thani, Betagro Group is showing its potential as a leader in food manufacturing and export by participating in the event's trade exhibition and new product showcase under the theme "Quality for Life". Apart from free food tasting and food product sales, highlights at Betagro booth (TT-01) at the event include cooking demonstrations by chefs from Thailand Culinary Academy such as the Academy's president and founder Chef Willment Leong, Chef Ink and Chef Bib from Junior Master Chef Thailand.

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