Thai Union embraces new corporate identity, revamps logo

Thai Union has embraced a new corporate identity that has both its name and logo getting a makeover.

What was once Thai Union Frozen Co. is now the Thai Union Group, a change that reflects the company’s expanding seafood interests and will serve to promote its new commitment to sustainability, said the company during the reveal event for its new identity. Such a rebranding will serve to unite all of Thai Union’s 56 subsidiaries across Asia, North America, Europe and Africa under one unified vision, and better show shareholders the “true scale” of the business.

“We began as just a small supplier. And we all worked hard to build a strong foundation for a business that would last. But even early on, I could see that the right attitude and perspective was an essential ingredient for growth. Hard work is important, but the willingness to listen carefully and learn was of equal importance,” Thai Union founder and chairman Kraisorn Chansiri said during the unveiling, as reported by

“We have approached our international colleagues with the sincere desire to build relationships of collaboration and mutual respect. It is these qualities that have gotten us to this position of leadership,” added Thai Union co-founder and executive chairman Cheng Niruttinanon at the event.

Acquisitions of Bumble Bee in the United States and King Oscar in Europe highlight the company’s rapid international expansion over recent years; Thai Union has come to produce a wealth of products under 10 frozen seafood brands and two pet food brands since its establishment in 1977. Some 46,000 people are currently employed by the company, which operates manufacturing plants out of Vietnam, Poland, Portugal, Norway, the United States (Georgia), Seychelles, Ghana and Papua New Guinea.

The new Thai Union logo (pictured above) is emblematic of the company’s “high performance and positive energy” as well as its Thai heritage, representatives said according to


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