Thai Union sets sights on Asean with rebrand
By SeafoodSource staff
Published on 04 April, 2012
Thai Union Frozen Products Plc (TUF), the world’s largest canned tuna producer, is undertaking a major corporate rebranding to prepare for the emergence of the Asean Economic Community (AEC).
The company hopes to double exports to the region within two years, said president Thiraphong Chansiri.
At present, Asean outside of Thailand accounts for around 5 to 10 percent of TUF’s annual sales of USD 3.23 billion.
The rebranding, the first in the company’s 35 years of operation, is aimed at strengthening TUF’s corporate identity to be on par with well-known companies such as Charoen Pokphand and Unilever.
“So far, consumers know our products through our brands, such as Chicken of the Sea. But they don’t know they are produced by TUF,” he said.