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CP launches Kurobuta Premium Pork in Tops Supermarkets

[Company news]

05/feb/2010 - (0 comments)
source: www.cpfworldwide.com

Mr Somsak Hongsrichinda, Consultant to Office of President and CEO, Charoen Pokphand Foods PLC (CPF) together with Ms Phattaraporn Phenpraphat, Vice President — Marketing & Public Relations of Central Food Retail Co., Ltd. are participating in the launch of “CP-Kurobuta Pork” premium pork product that will be distributed for the first time through Modern Trade Channel in Tops Supermarkets, at Central food Hall, Central World.

Mr. Somsak Hongsrichinda reveals that “CPF has started distributing CP-Kurobuta Pork into modern trade through 22 branches of Central Food Hall and Tops Supermarkets. The products can categorize into Chill 6 SKUs, Frozen 3 SKUs and Marinated 4 SKUs, with an average price of 90 baht per pack and 360 baht per kg.”

Marketing and Sales Promotion activities will focus on point of purchase especially in Central Food Hall which will have mini event including special price, tasting activity, and giveaway products. The launch of new products (especially chill products which have never been sold) will help increase market share of CP Pack Brand in Tops, which expects to increase from 30% in 2009 to 45% this year. The company’s sales target at Tops targets at 2 million baht per month, under production capacity at 1,400-2,000 pig per week.

Ms Phattaraporn Phenpraphat, Vice President — Marketing & Public Relations of Central Food Retail Co., Ltd. said that Central Food Retail and CPF have established a long term alliance. The launch of CP-Kurobuta Pork complies with the company’s policy in selling quality pork and environmental friendly. The product will meet customers’ needs that focus on health concern, high basket size and in a B+ financial status.

CPF is the leader in Research and Development of swine breeder that has been recognized internationally. The CP Kurobuta pork is the product innovation that CPF is the first and only company in Thailand. It is the premium pork products with superior tenderness and juiciness and can cook into many delicious menus. Consumers can confident on the product quality, safety and traceability; fit for consumers who concern healthy and safety.

With its specialty, CP Kurobuta pork received a good feedback after trial launch through various channels. The company will expand in other modern trade after launching 6 months in Tops.

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