Quality and Food Safety Management throughout the Chain
Quality and safe food comes from our stringent production control that meets international food quality and safety standards.
CPF Food Standard Certifications
The Company started the CPF Food Standard Project under the CPF Quality Policy in collaboration with the British Standards Institution (BSI) to establish a quality and food safety management and a sustainable food production system throughout our production processes. This is set to be a standard for our productions throughout the world. The standard integrates a number of international standards such as quality, food safety, and food sustainability standards by which we have been certified:
- International food standards such as CODEX, ISO 9001, ISO 22000
- National and international regulations
- Customers’ requirements such as BRC, Genesis GAP
These standards have helped improve the efficiency of our quality and safety risk management. Thus, we are able to consistently deliver product values to customers, gain consumers’ trust, and are accepted by stakeholders from all sectors.
We announced the pilot of the CPF Food Standard in our broiler and duck businesses. It was first implemented in the integrated broiler business, including the feed, farm-processing, and food businesses. Audited by an independent third party. We are ready to expand the practice to all integrated broiler and duck businesses by 2019.
We plan to expand the project to our overseas operations.
Digital Traceability System
The Company began food product traceability according to the CODEX international food standards.
We started the development of the CPF Digital Traceability throughout the value chain, from raw material sourcing, to animal feed production, animal farming, food production, and product distribution, following the Traceability Policy. With the digital technology system that has been designed and developed specifically for our products. We can trace back the production and distribution of products in a timely manner. The system was first implemented in the broiler business.
We successfully implemented the CPF Digital Traceability in the broiler business.
- Thailand: in the process of developing a model of the digital traceability system in swine, duck, shrimp, and ready-to-eat products businesses and to cover every business.
- Vietnam: successfully implementing the CPF digital traceability system in broiler business and in the process of installing the system in swine, layer, shrimp, fish and ready-to-eat products businesses.
- Laos, Cambodia, China, Malaysia, and India: in the process of installing the CPF digital traceability system
We trained executives and employees in order for them to transfer knowledge about digital traceability throughout the value chain to:
- every business in Thailand;
- overseas operations in eight countries (Laos, Cambodia, Vietnam, the Philippines, Malaysia, Russia, India, and Turkey).
Listening to and Learning from Consumers’ Feedback
Feedback from customers and consumers is an important factor that drives The Company towards developing quality products in response to their needs and satisfaction. We use multiple channels to collect feedback and opinions about our food products from our customers and consumers. This is in accordance with the customers and consumers’ complaint management policy, the trading and export complaint management policy, and the product recall policy. Communication channels available are the CPF Consumer Center, direct contact to the Company, emails, websites, and online social platforms such as Facebook and web boards. The Company has an ultimate goal to have zero product recalls due to safety and quality issues.
The CPF Consumer Center offers integrated services in providing information, receiving complaints, and servicing, as well as taking orders and delivering our products. We have set three levels of complaint management based on the severity of the issues. The CPF Consumer Center acts as a central operator sending the complaints to responsible departments, and following up with the investigation until the issue is resolved. Complaints received from other communication channels will also be sent to the CPF Consumer Center to be processed.
Customer Loyalty to Our Products
Customer loyalty to products in 2020 was 75%, based on online consumer surveys.
Promoting Access to Knowledge or Skills about Food, Nutrition, and Sustainable Consumption in Consumers