Day 1: Getting to know CP Intertrade Co., Ltd.

The first working day of SMART team has begun at CP Intertrade Co, Ltd. office located in the central part of Bangkok. Mrs. Naiyana along with Mr. Paradon Munro welcomed the SMART team. The team had one-to-one presentation and discussion sessions with the teams of the Marketing and Trade departments who provided a great overview of the CP Intertrade Co. Ltd. core businesses as well as described the marketing strategies, international and domestic markets of CP and Corporate Social Responsibility and a very innovative concept of Customer Satisfaction Management (CSM). 

CP Intertrade Co. Ltd. (“CPI”) is one of the companies of CP International Trading Business and the Charoen Pokphand Group conglomerate. CPI was founded in 1979 and focuses on integrated logistic joined with commodities and food trading and distribution around the world. CPI is also one of the biggest rice producers and exporters of Thailand. Currently, the rice of CPI under their Royal Umbrella brand is exported to more than 100 countries worldwide. In addition, CPI premium Thai Hom Mali (Jasmine) rice has been recognized as one of the best rice brands in the world. (http://www.cpthairice.com/en-US/Contact-Us.aspx).

It captures our attention that CPI´s core values are based in a concept they described as the “3 Benefits” which means that the programs and investment of the company has to be for the benefit of the country, the people and the company.  For CPI “rice is life” is part of the Thailand culture and traditions, hence CPI focuses on working hand by hand with the farmers to help them increase their production through educational programs and technological investments to ensure a sustainable growth of the industry for the benefit of the country. The sessions were very informative for us and helped us to understand how CP rice business works across the world.

From left to right: Maira Zamir, Samantha Yellen, Maria Jose Sanchez, Margaret Lynch

The first half of the day is ended with a lunch with the marketing team of CP Intertarde at “Noodles” and visited some of the traditional markets where Royal Umbrella brand rice is sold. At the end of the day the team had dinner with the CPI executive team at Blue Elephant restaurant.