Food FocusThailand
NOVEMBER 2015
41
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Disseminationof research results from the seminar “FindingOpportunities through
CreatingaThai Food IndustryValueChain toPenetrate the IndonesianMarket.”
Solutions for Thai Food in Indonesia
Assistant Professor Dr.Ravipim added that the public and private
sectors should jointly promote exporting halal food to Indonesia by
investing inbrand recognitionof Thai productsandbyadvertising to
help importers inmarketing in thesameway theKoreangovernment
does. At the same time, the public sector should coordinate with
LPPOMMUI of Indonesia inhavingpersonnel trained toestablisha
halal system of certification in Thailand so that the Thai halal logo
standardsareacceptable, ashasbeendoneby thegovernments in
China, SouthKorea, andTaiwan.
For Thai business operators, in addition to seeking a business
partner with potential for the import and distribution of products in
Indonesia, theyshouldcooperate inmakingmarketingplanswith the
importers to respond to customer demands and competition. Thai
operators should especially focus on themidrange to upper urban
market that is likely to grow, and they should focus on producing
processedgoods that are lacking in the local Indonesianmarket due
to insufficient production, technology, and raw materials. Also,
emphasis should be given new products and unique modern
packaging. Thai operators should not focus on the lower-priced
markets because they will not be able to compete with China. In
addition, products need tohavea long shelf lifedue to the lengthof
time required to import anddistributeproducts to retailers, whichon
average takes about 23 days.
Moreover, large Thai manufacturers of OEM or OBM products
shouldbuildallianceswith retailerswhohavestoresnationwidesuch
asAlfamart (9,187 branches) and Indomaret (10,400 branches), or
enter in joint ventures for the production and distribution of goods.
Premium product manufacturers do not need to use the halal logo,
butshouldpartnerwith importersofpremiumproductswhicharesold
at high-end supermarkets in Jakarta, Surabaya, Bali, Bandung, and
Medan.
However, for themanufacturing sector, certifying the production
standards isconsidered important increating initial value inThai food
products,as iscreatingmechanismswithin thecountry tocertifyhalal
food in compliedwith international level.Meanwhile, a solidalliance
of halal certification should be established in the region to push for
practical enhancements so that Thai operators can successfully
compete in theAEC.
