Mr. Sarach Kamolthornthai, Managing Director of Sarach Marketing Co., Ltd., revealed that “sweet tamarind” is an important economic plant that creates value for Phetchabun Province. With a suitable cultivation area for growth, it produces high-quality, delicious products. With the unique identity of Phetchabun tamarind and its expertise in processing, “Tamarind Sarach” is known as the first processed tamarind producer in Lom Kao District, which processes the original recipe of tangy tamarind that stands out for its originality. It has also continuously created a variety of new and unique flavors, reaching consumers of all generations. As a result, Sarach Marketing has grown by 10-20%, and can produce more than 7 million pieces of products per year with a production capacity of 600,000-800,000 pieces per month, divided into 80% domestic sales and 20% international market, driven by the demand for processed food for convenience and the increasing popularity of tamarind in international markets.

There are 4 brands under the production and distribution of Sarach Marketing: Sarach (SARACH TAMARIND) targets the mass market, Alisa targets the Youngster group, modern women, focusing on reaching target groups in the digital age, ASHIRA SAN is a subsidiary brand of Sarach that adds fun and enhances the taste of eating, and SARACH GOLD is a premium tamarind brand. Throughout the nearly 50 years, more than 30 flavors of products have been produced, no less than 100 SKUs. Popular products include Tamarind Jeed Jad, Tamarind Khluk, and Tamarind Kaew, which taste memorable among customers. Raw materials come from quality sources in Phetchabun Province that have been certified by GI standards, allowing the brand to produce processed tamarind with the unique taste of authentic Phetchabun tamarind. In addition to the flagship “Phetchabun tamarind”, there are other processed products such as star gooseberry, mango, pineapple, Ya Moo brand tamarind chili paste, tamarind sauce, etc. to help strengthen the Sarach brand, reinforcing its credibility and trust, making it a top sales leader in the country’s processed food business.

The business direction of Sarach Marketing aims to make Phetchabun tamarind famous worldwide, striving to develop new products to meet consumer needs with a strategy to create new experiences for customers all the time, in order to increase choices for customers and increase growth opportunities in the processed fruit market in the future, under the production process of international standards. Marketing plan to elevate local products to the world market Mr. Sarach added that product development must respond to “consumption trends” continuously, consistently, and promptly. This year, the company has invested in organizing marketing and sales promotion activities to refresh the brand, bringing in food innovations to strengthen the brand, meeting the needs of modern consumers, hoping to increase business opportunities. By preparing to launch more than 10 new products in various forms that are new and never-before-seen tamarind processing methods that provide a different texture and taste of tamarind, more delicious and enjoyable to eat. In addition, the company has organized a marketing communication campaign to emphasize the originality of tamarind, the number one best-selling product of the Sarach brand, by promoting both online and offline, setting up booths and doing various activities with consumers to experience the fresh taste of Sarach's tamarind, which is sour and satisfying in every flavor in every jar. By penetrating the market in every distribution channel, hypermarkets, supermarkets, modern trade, on shelves in convenience stores or convenient stores, selling through online channels to expand the base to consumers in every segment. As for marketing abroad, it is currently exported to Australia, Vietnam, Singapore, America and countries in the EU. It also accepts OEM production for investors interested in distributing processed tamarind products. The revenue share in the Sarach business group is 80% and the OEM business is 20% according to the plan. This year, it is expected to grow by more than 30%.

In addition to purchasing products from tamarind farmers at a fair price, Sarach Tamarind is also a center for connecting products and communities by promoting the creation of large-scale tamarind farmers to help reduce production costs for small farmers, leading to a community cluster, increasing cultivation efficiency, accessing technology, and professionally managing products, making the quality of products meet equal standards, creating opportunities to access the market and increasing bargaining power in the market. It also encourages farmer groups in the network to register for GI certification for Phetchabun sweet tamarind. All of this helps generate income for farmer groups and create jobs for thousands of families in the community. Mr. Sarach believes that the business that has grown today, in addition to being the original processed tamarind in Phetchabun, with good taste, appropriate product quantity, reasonable price, constant development of new formulas, easy to find, product research development, searching for new ingredients, bringing in innovation to help develop production potential, and using modern processing technology to help maintain the quality and nutritional value of the fruit. Working together with farmers and communities to develop tamarind products to meet standards, making products diverse and responding well to market demands, are all proof of success, reaffirming Sarach's leadership in the tamarind processing business, which is ready to move forward to the international level.

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