Responsible Marketing
Targets
Performance
Food is fundamental to public health and well being, and a balanced diet is a cornerstone of a healthy lifestyle.
CPF affirms that its meat and meat products—sources of protein, energy, fats, vitamins, and minerals—are produced under certified quality and food safety standards and can contribute to healthier, balanced diets. Accordingly, the Company is committed to responsible marketing through clear and transparent product labeling, proactive consumer engagement and multi stakeholder collaboration, and effective customer relationship management (CRM).
Transparent Product Labeling
The Company places importance on communicating accurate, clear, and sufficient product and service information. Product labels serve as a key channel for providing nutrition information, consumption and storage instructions, as well as raising awareness of post-consumption packaging management and encouraging participation in reducing environmental impacts.
The Company’s operations in Thailand has established a Food Regulatory Office to assess and monitor food-related regulations. This ensures compliance with labeling standards, including the declaration of ingredients, nutritional content, energy values, and the use of clear and non-misleading terms.
All of the Company’s ready-to-eat chilled and frozen meals feature Guideline Daily Amounts (GDA) nutritional labeling, allowing consumers to compare energy, sugar, fat, and sodium content—key factors associated with non-communicable diseases (NCDs). This supports informed decision-making and enables consumers to choose or avoid specific foods based on their individual dietary needs.
Nutritional Information
Products under trademark CP provide important nutritional information in foods as required by law, and also includes number of servings per package.
Guideline Daily Amounts
One-dish main meal products requiring refrigeration or freezing throughout the shelf period, under the trademark CP provide nutritional information on energy, sugar, fat and sodium, which can contribute to non-communicable diseases.
Specific Information
Products provide additional ingredient and nutritional information, such as allergen information and halal mark.
Healthier Choice Symbol
A simple logo enables consumers to choose better nutritious food products and make purchasing decisions faster.
Additional Information
Products provide information on how to use, store and handle packaging after use.
Engagement and Collaboration
Good health is essential to quality of life and to sustainable socio economic development. Accordingly, the Company is committed to enhancing awareness and understanding of nutrition, food, and sustainable consumption through continuous programs, educational marketing activities, and cross sector collaboration.
In addition, the Company has been a member of the World Business Council for Sustainable Development (WBCSD) since 2015 to help promote sustainable food systems.
2025 Activities
World Egg Day: Encouraging Consumers to Increase Protein Intake
Thailand Research Expo 2025
At the Thailand Research Expo 2025, organized by the National Research Council of Thailand (NRCT), the CPF Food Research and Development Center participated in a panel discussion and presented research findings on innovative, health oriented Thai recipes incorporating plant based proteins, including the Company’s Meat Zero products.
Findings from a study of consumers with health risks indicate that a plant forward approach to Thai cuisine can improve health outcomes and reduce the risk of non communicable diseases (NCDs), including obesity, diabetes, and hypertension. In addition to the panel discussion, the Company presented an exhibition booth under the “Sustainovation” theme, showcasing CPF’s sustainable food innovations to promote healthier consumption in tandem with sustainability.
Sharing Expertise in Food Innovation
Customer Relationship Management
Customer and consumer feedback is essential to the Company’s continuous product improvement and development. Feedback is collected and managed through multiple channels in alignment with the Company’s various policies on complaint management, trading and export complaints, and product recalls.
In Thailand, the CPF Consumer Center provides comprehensive services—including product information, complaint handling, and order placement with delivery—via the hotline 0 2800 8000, operating Monday to Sunday from 8:00 a.m. to 6:00 p.m. Customers and consumers may also contact the Company directly through its offices, email, the corporate website, and social media platforms such as Facebook and web boards. The Company’s objective is to achieve zero product recalls resulting from quality or food safety issues.
Complaint Management
Quality
e.g., color, odor, taste
within
Safety
e.g., foreign objects
within
Critical Cases
e.g., consumer illness
within
Complaint Management
| Grievance Cases | Number of Complaints (Cases) | Corrective Actions / Remedies |
|---|---|---|
| Consumer health | 0 | Providing accurate Information and/or Compensation. |
| Product safety | 304 | Providing accurate Information and/or Compensation. |
| Product quality | 1,180 | Providing accurate Information and/or Compensation. |
| Product labels | 0 | - |
| Product advertising | 0 | - |
| Customer or consumer privacy | 0 | - |
Customer Satisfaction of CPF Branded Products
In 2025, the Company’s annual B2B customer satisfaction survey—covering the feed, farm, and food businesses—achieved a score of 96%. The findings were used to drive improvements in product quality, reduce logistics lead times, accelerate development of customer centric products, and expand channels to enhance product accessibility.
Online Services
In a digitally driven economy, technology enhances efficiency and creates value across production, logistics, sales, and services, presenting substantial business opportunities. Recognizing the importance of always on online channels, the Company has developed online ordering services for Business to Business (B2B) customers in its Thailand food operations. These services currently support foodservice operators and modern trade customers, with expansion to traditional trade customers underway.
