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Mr. Chai was delighted by the idea and thought that it was a good product that Thai people would want as seasoning sauce had to be imported from overseas at that time. As time went by the fame of the brand grew and demand increased. Therefore, Mr. Chai started to study all information as to expand the current manufacturing capacity and finally found the perfect location to construct a factory on Sukhumvit Road, Phrakhanong; the registration of the Thaitheparos Factory was registered as an Ordinary Partnership on June 1st, 1954.

“Thaitheparos” name was chosen from grandfather’s younger brother and sister because it has a good meaning and “Golden Mountain” was chosen by Mr. Chai and its meaning is forever sustain and plentiful.

Since then, the company’s management has continually striven for excellence in the industry. Today, under the leadership of Mr. Parinya Winyarat “Golden Mountain” has been the trademark of Thaitheparos Public Company Limited for over 61 years.

Under Mr. Parinya Winyarat’s professional leadership, which has established firm confidence through operational efficiency

and successful marketing strategies, Thaitheparos has experienced steady growth in term of sales and also ongoing development within the factory. As a set policy, the company has always devoted to research and development in order to secure continual product excellence.

PRODUCTl Golden Mountain Brand: Seasoning Sauce, Soy Sauce, Cooking Sauce, Oyster Sauce, Chili Sauce, Tomato Sauce, Chili and Tomato Sauce and Distilled Vinegar.

l Sriraja Panich Brand: the original Sriracha Chili Sauce: Red Chili Sauce (Hot and Strong Hot), and Sriracha Spicy Mayo. l Kinzan Brand: Japanese Soy Sauce.

RECENT DEVELOPMENTS Thaitheparos recently introduced the new cap design for Golden Mountain PET Bottles, both 500 ml and 1l, to provide easier and more convenient usage. Moreover, the detachable cap makes it easy to separate the cap from the bottle during the recycling process.

In 2015, the company launched a new cooking sauce for “one step stirred-fry cooking” under the

brand Golden Mountain, with a vibrant and energetic new bottle and cap designed for easy usage. This product is designed to capture younger consumers and is suitable for the modern lifestyle of young people who wanted to cook something simple yet delicious.

Furthermore, in the previous year “Sriracha Spicy Mayo” was launched under “Sriraja Panich” brand to create the fusion of flavours between Thai spicy sauce and European mayonnaise. This product has also been awarded a silver medal from the Royal Hobart Tasmania in Australia. It can be found in any department store in Thailand.

In 2014, Thaitheparos commemorated its 60th anniversary and launched a new corporate logo for the company to enhance brand equity and represent a modern international brand.

PROMOTION Golden Mountain focuses on television advertising and are also looking for other alternatives like online media as well as

MARKET Thaitheparos Public Company Limited operates in the food manufacturing industry and is listed on the Stock Exchange of Thailand (SET) under the stock symbol “SAUCE”. The company manufactures and distributes food seasoning products under the brand “Golden Mountain”, “Sriraja Panich”, and “Kinzan”. Products under the “Golden Mountain” brand include seasoning sauce, fermented soy sauce, chili sauce, oyster sauce, tomato ketchup, chili and tomato sauce, and distilled vinegar. In addition, Sriracha chili sauce is marketed under the “Sriraja Panich” brand, while naturally brewed Japanese soy sauce is marketed under the “Kinzan” brand. Each food seasoning product has its own unique recipe and the extraordinary quality of the “Golden Moun-tain Sauce”, which has been in the market since 1954, is unmatched by other brands.

It is without doubt that Thaitheparos products have been a familiar name for households and restaurants for over 61 years. Nevertheless, the company seeks to expand its presence in the industrial segment by providing high quality raw

materials for other food manufacturers. Currently, Thaitheparos supplies soy sauce powder, seasoning sauce powder, and distilled vinegar to major food manufacturers, both domestic and overseas.

Thaitheparos is committed to delivering high quality products and pays great attention to details from the selection of raw materials to production and packaging. The company strongly believes in doing business with integrity. Customers should get what they pay for.

In 2014, Thaitheparos continued its lead in the Thailand condiment market and launched new advertisements and promotions to secure its market share, while increasing its product display space in the modern trade channel. Moreover, the company realised the importance of modern trade in both Bangkok and upcountry, and therefore hired merchandisers to monitor products in modern trade by decorating shelves, introducing their products to customers and placing products on shelves to ensure that the products are available for sale at all times. They also set up promotions on shelves by giving discounts, gifts, and cooking demonstrations.

Thaitheparos also participated in a big marketing activity in the “Vegetarian Festival” by sponsoring with their partner, Modern Trade, and their customers both in Bangkok and up country. The company also focuses on television advertising and has started to look into other advertising channels such as the online and social media.

The company realises the importance of good marketing activities, which can lead to access of new target customers and market expansion, as well as encourage consumption and strengthen the company’s brand image.l Vegetarian festival -Thaitheparos participated in the Vegetarian festival 2014 with the “อ่ิมบุญเจริญอาหารสุขภาพดีกับผลิตภัณฑ์ภูเขาทอง” campaign. The company supported their Vegetarian Products to encourage customers throughout Thailand to eat vegetarian for better health. Moreover, there are display contest programmes and promotion campaigns “จัดสวยรวมทรัพย์รับเทศกาลเจ” for the Vegetarian festival.l Communication - Thaitheparos is the main sponsor of the TV programme “ The Iron Chef Thailand” airing on Wednesdays 11.00pm - 01.00am and “The Iron Chef Special’ airing every holiday 09.00am-10.00am.l Magazine Advertising - “MAEBAN MAGAZINE” and “KRUA MAGAZINE.” Communicating with consumers via fan page “Golden Mountain Brand by Thaitheparos” on Facebook.l Booth Activities - “Presenting and Tasting activity” held in many famous shopping malls and traditional shops in local areas as well as in many festival fairs Cooking Demonstration activities “Cooking Class” with “SAENG- DAD publishing house”.

ACHIEVEMENTS Thaitheparos is determined to deliver the highest satisfaction to all its customers. The company continuously puts efforts into research and development and has been awarded with international quality certifications such as GMP, HACCP, ISO9001:2008, HALAL, KOSHER and FSSC. Other awards include:l 2012 - Thailand Trust Mark Certificate.l 2013 - Silver Medal from Royal Hobart Tasmania for Golden Mountain fermented Soy Sauce and Sriraja Panich Spicy Mayonaise. l 2014 - Number One Brand under Soy Sauce category from Marketeer.l 2015 - Thai Select for “Golden Mountain” Chili Sauce and “Sriraja Panich” Sriracha Chili Sauce.

HISTORYIn 1954 Mr. Chai SaeKow established Thaitheparos Factory to manufacture a variety of food seasonings and distributed them under the brand “Golden Mountain”. Under the professional guidance of Mr. Chai SaeKow and Mr. Krailas Winyarat, Golden Mountain met with marketing success and achieved remarkable production efficiency.

Initially, Mr. Chai SaeKow and his son, Mr. Ittipon Winyarat established a traditional business related to the purchase, sale and exporting agricultural products under the shop name Chai Lee Chan. However, Mr. Chai’s passion for cooking, his Vietnamese friend had persuaded him to co-invest in manufacturing seasoning sauce in Thailand.

Things you didn’t know about

l Golden Mountain is the first soy sauce company who use their own design of glass bottle in Thailand. l Golden Mountain is the first soy sauce company to use wrapped-around boxes for condiment products in Thailand, if you noticed the hexagonal box of soy sauce, that is Golden Mountain wrapped-around box.l Golden Mountain Seasoning Sauce and Soy Sauce have protein values or total nitrogen in finished products higher than any other in the market. As a result it has higher penetration of soy sauce into your food during marinade and stewing or slowing cooking. With higher protein level, this enhances the maillard reaction during grilling of meat.l Golden Mountain only uses 100% NON-GMO Soy beans to manufacture fermented Soy Sauce and Seasoning Sauce.

social media. In the near future they are opening their own cooking studio for the general public as well as for foreigners who would like to learn Thai Cooking. In Asian countries, for example, Lao GM returns profit to customers through the ongoing campaign “Lucky draw to win Gold with Golden Mountain”. In Myanmar, Golden Mountain focuses on advertising on buses which are the country’s main means of transportation.

Thaitheparos PLC realises the importance of marketing activities which can promote and push the sales process to be more efficient. It also can convince and help them access new target customers and expand the market as well as encourage consumption. It also can strengthen their brand image and maintain the good attitude of the consumer.

BRAND VALUESThaitheparos plans to move forward to be the leader of condiment manufacturer in Thailand and Asia Pacific region.

Thaitheparos aims to run the business sustainably, with integrity for delivering high quality products to consistently meet consumers’ satisfaction, and enhances brand loyalty.

Thaitheparos’ s company slogan is “Your Flavour Fulfillment” (รสชาติของคุณ ความสุขของคุณ). The company’s core values are:l Put the right man in the right job.l Push an action as soon as you know and work out immediately.l Create positive thinking as follows: honesty, discipline, educating, hard-work, hygienic practice and economising.l Unity creates happiness and benefits.