Boston is in the culinary spotlight in Bangkok these days, but not because of popular lobster, clam chowder, baked beans or cream pie menu pleasers. Instead, it’s Boston Market frozen prepared food products that are front and center under the “Taste of America” banner.
Dhanin Chearavanont Sr., chairman of the Charoen Pokphand Group (CP), and United States Ambassador to Thailand Glyn T. Davies recently presided over the opening of a container stuffed with Boston Market frozen ready meals at the American Embassy in Bangkok. Four products made in the United States by Bellisio Foods, which was acquired by Charoen Pokphand Foods (CPF) for $1.075 billion in 2016, will be available at leading Thai supermarkets beginning in March.
True to recipes developed and served by the Boston Market restaurant chain across the USA, the offerings are: Salisbury Steak (Two Steak Patties in Gravy with Macaroni & Cheese); Beef Steak & Pasta (Seasoned Beef Steak in Mushroom Gravy over Pasta); Chicken Parmesan (Breaded White Meat Chicken & Spaghetti with Marinara Sauce & Mozzarella Cheese); and Chicken Fettuccine Alfredo (Grilled White Meat Chicken, Fettuccine & Broccoli in a Creamy Alfredo Sauce).
“Boston Market Home Style Meals are delicious and convenient. They are terrific American products that have just arrived in the Thai market. Already available at 7-11 stores throughout the Kingdom, the Thai people can now get this great food anytime, just next door to home or work,” said Ambassador Davies.
More Investment in USA Likely
As CPF sees an opportunity to market these products elsewhere in Asia as well as in Thailand, its chairman is considering additional acquisitions or mergers in the USA, as he believes there is “good sentiment” for doing business in a country under the administration of President Donald J. Trump. Diplomatic relations between Washington and Bangkok have clearly improved following the departure of President Barrack Obama, who was not pleased with the military coup that took place in Thailand during 2014.
US Ambassador to Thailand Glyn T. Davies (left) and Dhanin Chearavanont Sr., chairman of the Charoen Pokphand Group, are all smiles as Boston Market frozen ready meals are introduced in the Southeast Asian country.“CP Group stands ready to support and promote trade and investment between the United States of America and Thailand,” said CP Group Chief Executive Suphachai Chearavanont. He added that the company is committed to building a “lifetime partnership” with the USA.
“We receive tremendous support from the Trump administration,” said Boonchai Opas-iam-likit, US Business Chairman of the CP Group. “The United States is a large market with tremendous spending power. Now with the good sentiment, increasing confidence of consumers and tax reform, CP views that it is good opportunity to increase trade and investment.”
Boonchai went on to say that the Boston Market label is a right choice for the new-generation American food admirers Thailand.
The remarks were well received by Ambassador Davies, who said he was “impressed” with CP’s investment in Bellisio and called it a “win-win” for both Thailand and the USA to expand the distribution of American products in Asia.
CP, meanwhile, has exported significant quantities of frozen shrimp and other seafood to the United States for many years. Among value-added products shipped is Shrimp Wonton Ramen with Yu Choy distributed under the CP Authentic Asia label.
“Under CPF’s “Kitchen of the World” vision, the launch of these authentic American dishes not only offers a new food choice for Thai consumers, but also serves as an exchange of food culture between the two countries,” said Boonchai.
Prasit Boondoungprasert, chief operating officer in CPF’s International Trade and Business Development division, said that Boston Market frozen products fit the new lifestyle of Thai consumers, foreigners, tourists and others in Thailand who are familiar with authentic American food.
He added that Boston Market products have been available at 7-Eleven and CP Fresh Mart in Bangkok since December of 2017 at a price of Bt149 to Bt155 per package.
