Building the Employee LOVE Brand
Together with building a strong organizational culture, CPF strengthens employee engagement by promoting shared values and creating meaningful work experiences. These efforts build pride, a sense of belonging, and commitment among employees, helping the organization progress toward its sustainability goals.
Building a Strong Organizational Culture
CPF fosters a strong organizational culture by embedding its six core values (CPF Way) as a shared framework guiding the behaviors and practices of employees at all levels. Cultural education is embedded throughout onboarding, leadership development, and diversity and inclusion programs to reinforce organizational values and foster a shared understanding of CPF's culture across the workforce driven through the 3Ps approach. In addition, all employees are required to complete annual refresher training on the Code of Conduct to reinforce ethical behavior, compliance awareness, and alignment with the Company's values (CPF ways).
Process
People
Platform
Employee Engagement
CPF has conducted Employee Engagement Surveys in collaboration with leading global employee engagement consulting firms. The survey assesses key dimensions of the employee experience, including job satisfaction, sense of purpose and meaningful work, workplace happiness, and stress levels.
In 2022, the Company conducted an employee engagement survey in collaboration with Kincentric, achieving an employee engagement score of 64%, which was classified within the Moderate Zone of the Asia-Pacific region. In 2024, the Company conducted its Employee Engagement Survey with Gallup and achieved an Overall Engagement Score of 4.16 out of 5. These results reflect a positive trend in employee engagement. The Company places strong emphasis on continuously strengthening employee engagement through ongoing investment in people development, employee well-being, leadership development, and workplace environment improvement. To further enhance these efforts, the Company has elevated its approach by establishing the CPF Employee Engagement Committee (CEEC) to systematically oversee, monitor, and drive employee engagement initiatives across the organization.
In 2025, CPF conducted two Pulse Surveys (Survey to Assess the Progress of the Employee Engagement Enhancement Initiative) to monitor employee engagement. The survey results showed improvements across all key engagement dimensions, demonstrating the effectiveness of the Company's continuous and systematic employee engagement management approach.
In addition, CPF continues to strengthen employee engagement through the development of engagement improvement plans at the business unit level, as well as through the ongoing “CPF@Heart” Program.
CPF@Heart
CPF We Care
The Company has adopted practices that respond to both work and life needs to strengthen employee engagement and support long-term career progression. These practices comprehensively cover employee care across four dimensions:
- Benefits and Welfare (Care for Benefits)
- Career Advancement (Care for Career)
- Well-being (Care for Well-Being)
- Values and a Supportive Work Culture (Care for Culture)
CPF LOVE & SHARE
The Company provides special privileges and discounts on products and services within the Charoen Pokphand (CP) Group for employees and their families, including:
- Discounts at restaurants operated by the Group’s business units.
- Benefits on other products, such as pet food.
- Discounts on True network communication services and devices.
- The AMAZE Application, a points accumulation platform for redeeming premium items from both CP Group companies and external partners.
- The development of C.P. Ambassadors and CPF Super KOLs—employees who are proud representatives of the organization and capable of communicating accurate information and sharing CPF’s creative stories both internally and externally. Currently, there are 4,220 C.P. Ambassadors and more than 250 CPF Super KOLs.
Care for Benefits
Educational Support
CPF provides educational scholarships for employees and employees' children to pursue higher education both domestically and internationally, totaling 80 scholarships, to support employees who seek to further their knowledge through higher education. Currently, 14 employees have successfully completed their studies, while 16 employees are currently pursuing higher education, demonstrating the Company's continued commitment to developing human capital and fostering long-term career growth.
Employee Health and Well-Being
Medical benefits for employees and their families.
On-site fitness facilities.
Annual health check-up programs tailored to employees’ age groups.
Vaccination programs for employees and their families at special rates.
Access to specialist physicians for consultation, treatment, and physical therapy for office syndrome.
Collaboration with the “Mordee” application, enabling employees to consult doctors 24/7 via telemedicine, helping to save time and reduce expenses.
Paid paternity leave of 15 days for male employees to care for newborn children.
Family care leave.
For Pregnant Female Employees
Flexible working arrangements and appropriate workplace adjustments.
Maternity leave and prenatal medical leave totaling 120 days, with 60 days of paid leave in accordance with legal requirements.
In addition, the Company recognizes the importance of supporting employees in achieving a healthy work-life balance by providing appropriate facilities and support measures, including dedicated lactation areas, expert guidance for breastfeeding mothers, and childcare services, taking into consideration employees' needs and the operational context of each location. Through these initiatives, the Company aims to enhance employees' well-being, promote gender equality, and foster a family-friendly workplace..
Care for Career
Internal Job Rotation Program
The Company provides employees with opportunities to gain in-depth work experience and develop multi-skilled capabilities through Opportunity Day, which is organized annually. The program consolidates available internal job openings, allowing employees to rotate roles within the organization and plan career paths that best align with their interests and potential.
Development of Essential Skills
The company continually develops employees’ digital capabilities—from foundational to advanced skills—covering areas such as AI Canva, AI Agents, AI Automation, and emerging AI trends. This strengthens sustainable career development, enhances performance, and prepares employees for evolving ways of working.
In 2025, more than 50,000 employees participated in these skill development programs.
Care for Well-Being
CPF promotes quality of working life by supporting both employees’ physical health and mental well-being, while recognizing that workplace stress can impact employees’ well-being, engagement, and work performance. As a result, the Company has implemented Workplace Stress Management through a holistic approach under the “Care for Well-being” framework. Key initiatives include Flexible Working Hours, allowing employees to choose their working hours within designated timeframes; Remote Work arrangements for eligible roles, supported by digital technologies to ensure effective communication and collaboration; and Part-time Employment, particularly within the restaurant business. These initiatives support employees in managing their working schedules more effectively in accordance with their daily lives, while enabling the Company to better accommodate the varying needs of individual employees.
Adapting Work Arrangements to Align with Lifestyles
The company promotes flexible working arrangements through various approaches, such as
Flexible working hours.
Remote work for functions that can operate off-site.
Part-time employment, particularly in the restaurant business.
These initiatives enable employees to better align their working hours with their daily lives and effectively respond to the diverse needs of individual employees.
Enhancing Quality of Life in Physical Health, Mental Well-being, and Relationships
The Company promotes employee engagement and well-being through 19 employee clubs, with more than 11,500 members and over 100 activities organized. These initiatives aim to foster holistic well-being and strengthen positive relationships among employees, including:
- Sports-related activities: Badminton Club, Running Club, and Go (Weiqi) Club
- Recreational activities: Music Club, Volunteer Travel Club, and Community Service Club
- Well-being and inclusion initiatives: LGBTQ+ Club, Happy Life Club for retired employees, and Family Well-being Club
In addition, these clubs serve as important channels for gathering employee feedback, which is used to improve policies and practices in line with employee needs, while further strengthening employee engagement and connection with the organization.
Enhancing Quality of Life through Financial Well-being and Retirement Readiness
The Company promotes employees’ quality of life, particularly by strengthening their knowledge and skills in personal financial management. These efforts aim to help employees build financial stability and effectively plan for their future.
Since 2023, the Company has continuously collaborated with banks and expert organization. Most recently, it partnered with the Stock Exchange of Thailand (SET) to organize five training programs through its Savings and Investment Employee Clubs, achieving 90% of participants expressing satisfaction with the program.
The Company supports its employees in preparing for retirement and creating post-retirement income opportunities through creative workshops such as 'Special Recipes for Retirement' and 'Happy Job: New Careers After Retirement'." In additional, CPF provides dedicated transition support covering pre-retirement planning, financial guidance, health and wellbeing preparation, and vocational skill development for life beyond employment.
Care for Culture
CPF develops the next generation of leaders through the “Guiding without directing” approach. This helps future leaders reach their full potential by working with speed and high quality, encouraging innovation, and staying true to CPF Way values. The Company values diverse perspectives and encourages continuous learning, sound decision-making, and collaboration across teams. These values are developed through the following mechanisms:
- Rewards and Recognition Program: CPF fosters a culture of appreciation both within and across business units, particularly recognizing employees who demonstrate behaviors and ways of working aligned with the CPF Way in both their professional and personal conduct. Recognition is delivered through multiple channels, including offline channels such as appreciation cards and outstanding employee boards, as well as online channels via CPF Connect through “Thumb Up” acknowledgements. This initiative has been well received by employees, with more than 36,000 peer recognitions recorded throughout 2025.
- CPF Super KOL Program: The Company develops employees to become Culture Ambassadors through the C.P. Super KOL Bootcamp program, which equips employees with communication capabilities through digital tools and modern content creation techniques. The program enables employees to share positive workplace experiences and effectively communicate the Company's core values across both internal and external channels. In 2025, CPF organized the C.P. Super KOL Award Day to recognize outstanding employee ambassadors. To date, more than 250 employees have participated in the CPF Super KOL Program, strengthening employee engagement and reinforcing a values-driven organizational culture.
- C.P. Ambassador Program: This program develops organizational ambassadors, responsible for communicating accurate information and sharing CPF’s positive and creative stories with both internal and external audiences.
