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 embracing its six core values (CPF Way) as a shared framework guiding the conduct of employees at all levels. This culture is driven through the implementation of the 3Ps.
Process
People
Platform
Employee Engagement
The Company conducts an employee engagement survey every year to help improve how it supports and engages employees. The 2024 survey results were used to guide improvements in four main areas: helping employees better understand what the Company expects of them, ensuring they have the right tools and equipment to work effectively, increasing recognition and appreciation, and strengthening care and support from supervisors and colleagues. Progress on these improvements is tracked and reported monthly to the CPF Employee Engagement Committee (CEEC).
In addition, CPF continues to strengthen employee engagement through the "CPF@HEART" initiative.
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
Quality of Life
The Company has designed initiatives to enhance employees’ quality of life, particularly by strengthening knowledge and skills in personal financial management. These initiatives aim to help employees build a solid financial foundation and effectively plan for their future.
Since 2023, the Company has continuously collaborated with banks and expert organizations. Most recently, it partnered with the Stock Exchange of Thailand to deliver training programs through savings and investment clubs. In the past year, a total of five training sessions were conducted, with participant satisfaction reaching as high as 90%.
The Company promotes retirement readiness by helping employees explore post-retirement income opportunities. Examples include programs such as “Special Recipes for Retirement: Learning to Cook Favorite Dishes” and “Happy Job: New Careers After Retirement.”
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.
Private lactation rooms and expert-led programs to prepare employees for motherhood.
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 provides on-site childcare to support employees with children. Employees can bring their children to the childcare facility during working hours at no cost. The company covers all operating expenses, provides nutritious food ingredients, and regularly reviews and upgrades learning and developmental materials to ensure they are appropriate for children at different ages. The company also offers other types of leave to meet employees’ diverse needs.
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.
Educational Opportunities
The Company provides educational opportunities for employees and their children through more than 30 scholarships. These scholarships are designed to support employees who wish to pursue higher levels of education. To date, 14 employees have successfully completed their studies, while 16 employees are currently pursuing their education, reflecting the company’s continued commitment to human capital development.
Care for Well-Being
Adapting Work Arrangements to Align with Lifestyles
The company promotes flexible working arrangements through various approaches, such as
Flexible working hours.
Flexible working hours within defined timeframes.
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.
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 invites and selects employees who are interested in enhancing their communication capabilities and contributing to corporate culture building. Participants are provided opportunities to develop modern communication skills under the guidance of experts, enabling them to become leaders in contemporary communication. Activities include the C.P. Super KOL Bootcamp Day, and in 2025, CPF organized the C.P. Super KOL Award Day to recognize outstanding contributors. Currently, more than 250 employees serve as CPF Super KOLs.
- 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.
