Thai Coco is investing 30 million baht to build a premium coconut brand, expanding into the Thai market and aiming for a global reach.

Thai Coconut is moving forward with its strategy to elevate itself to a “Coconut Specialty Brand,” investing over 30 million baht in marketing to fully penetrate the Thai market. It will highlight the strengths of its organic fragrant coconuts from Ratchaburi and create a brand experience through the “Ratchaburi in the City” exhibition, showcasing the value from production to consumption. The company aims for 100 million baht in domestic sales, while its export business continues to grow in over 50 countries worldwide.

11 July 2569 – Dr. Worawat Chinpinkliaw, Chief Executive Officer and Managing Director, Thai Coconut Public Company Limited. It was stated that today's consumers do not choose products based solely on taste or quality, but also want to know the origin of the product, the production process, and the brand's role in caring for the environment and the community. This led to the upgrading of Thai Coco into a brand that truly reflects expertise in coconuts, from cultivation and working with farmers to selecting produce and producing to international standards.

One of the key strategies for this year. คือ Creating shared experiences with consumers through a Brand Experience Exhibition under the concept of "Ratchaburi in the City". Held in the Beacon Zone of CentralWorld, the event showcased the story of organic coconut plantations in Ratchaburi province through an immersive experience, allowing consumers to learn about the journey of coconuts from production to the final ready-to-drink product.

Within the exhibition, visitors can experience the organic farming process, learn about the properties of the soil, water, and climate that make Ratchaburi a source of high-quality fragrant coconuts in Thailand, and discover the product selection process and production standards that ensure consistent taste and quality.

Another highlight of the brand. It is a presentation. "28-Day Secret" This is the optimal time to harvest fragrant coconuts to achieve the best level of sweetness, aroma, and taste before entering the processing stage using internationally standardized technology and a traceability system that allows for tracing the product back to its source, building confidence in its quality and safety for consumers.

Ms. Napassorn Chinpinkliaw, Chief Marketing Officer, Thai Coconut Public Company Limited. The company stated that for this marketing campaign in Thailand, it is positioning the COCO brand as a “Coconut Specialist,” highlighting the strengths of organic fragrant coconuts from Ratchaburi province, which aligns with the growing consumer focus on health.

The primary target group is Gen Y and Gen Z consumers, as well as fitness enthusiasts, who are looking for natural electrolyte drinks to help with post-workout recovery.

For 2569, the company allocated over 30 million baht for marketing to build brand awareness through integrated marketing activities, including exhibitions, "Kind Coconut Water Truck" roadshows, product sampling, and collaborations with business partners.

Currently, the product is available in 7-Eleven stores nationwide for 25 baht per bottle. The use of PET bottles in packaging aligns with Thai consumer behavior, who prefer chilled beverages over carton packaging.

Furthermore, the company enhanced its brand presence at the event through the Coconut Bar, co-developing beverage menus with Roots Specialty Coffee to create a new experience for consumers. The company also plans to expand its collaboration with YENYEN by Ichitan in the future for product development and marketing activities.

Although Thailand is a new market that Thai Coco is fully launching this year, with a sales target of 100 million baht, Thai Coco has over 12 years of experience in international markets. Exports began in 2557, and the product is currently sold in over 50 countries worldwide, covering key markets such as Japan, the United States, the United Arab Emirates, and Europe, with continued growth potential.

Another key aspect of the company's strategy is creating a sustainable value chain from upstream to downstream, through collaboration with a network of farmers in Ratchaburi province. This includes promoting organic farming, transferring knowledge, upgrading cultivation standards, purchasing produce at fair prices, and strictly controlling production quality. The goal is to provide consumers with high-quality products while simultaneously creating stable income for farmers and the community.

Dr. Worawat said The company's long-term goal is to establish Thai Coco as the first brand that consumers worldwide think of when it comes to premium coconut products, whether it's coconut water, coconut milk, or innovative new products. We believe that building trust through quality, transparency, and sustainability will be key factors in ensuring strong brand growth in both Thailand and the global market.

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