Department of Industrial Promotion Collaborates with Chulalongkorn University to Elevate Cocoa to an Agro-Industry Product for Global Markets 

The Department of Industrial Promotion, in collaboration with Chulalongkorn University, operating through Chula UniSearch, with Prof. Dr. Nongnuj Muangsin as head of the project, organized the opening ceremony of activities and transfer of knowledge on productivity development for target agro-processing businesses (business and marketing plans) under the Project for Upgrading Agricultural Products to Agro-Industry for the fiscal year 2025 on July 8, 2025, at CSII Digital Auditorium, 3^rd floor of Chamchuri 10. Mr. Boranasak Madmdmaiy, Director of Agriculture-Industry Policy and Planning Group, Innovative Agriculture-Industry Division, Department of Industrial Promotion, gave the opening speech.

The event featured lectures on “From Experience to Inspiration: Turning Ideas into Thai Cocoa Businesses” by Mr. Bodin Charoenpongchai, President of the Thai Cacao and Chocolate Trade Association, and “VUCA World: Preparing and Adapting for Entrepreneurs” by Asst. Prof. Dr. Burim Otakanon, an expert in marketing strategy. The afternoon session included a workshop on “Design Thinking for Business and Innovation Development” by Dr. Worasak Klongthong, an expert in finance and business feasibility assessment, and Dr. Jakkrit Thavorn, an expert in management and strategy. In addition, the project’s experts—Assoc. Prof. Dr. Phallapa Petisan, Asst. Prof. Dr. Kwanrat Suanpong, and Dr. Prapharat Aswanetramanee—also attended the opening ceremony to meet with entrepreneurs and prepare guidelines for future consultations. 

Mr. Boranasak Madmdmaiy, Director of Agriculture-Industry Policy and Planning Group, Innovative Agriculture-Industry Division, Department of Industrial Promotion, said that this activity focuses on enhancing the productivity of processed agricultural and food entrepreneurs. This year, cocoa has been designated as the main target product due to the recognized potential of Thai cocoa for further economic and innovative development. Hence, there is an initiative to create a specialized, comprehensive business model for entrepreneurs in this area, covering business planning, marketing, management, and access to customer channels, enabling sustainable development and competitiveness. For 2025, the Department of Industrial Promotion has assigned Chulalongkorn University’s UniSearch to serve as the main project management unit, applying academic knowledge in business administration to develop the capabilities of all 30 participating enterprises.

This activity focuses on developing customized business plans and marketing strategies for each participant. Chulalongkorn University lecturers will act as mentors to help entrepreneurs manage their businesses systematically and establish clear marketing plans. These efforts aim to increase productivity, reduce costs and losses, and boost sales by no less than 10%, in line with the project’s goals, with follow-up evaluations to be conducted later. 

The Department of Industrial Promotion has set a framework for developing entrepreneurs in five key areas to enable them to compete on the global stage. These areas include upgrading production quality and standards from the upstream level, e.g., ISO, GMP, Organic, and Halal standards; Supporting technology and innovation, such as the use of AI and Big Data in production; Developing brands and international-level marketing, i.e., enhancing uniqueness by creating their own brands to reach target markets; Building infrastructure and online trading platforms to accommodate the digital era, directly connecting small-scale producers to the global market; Promoting grassroots economy with a focus on sustainability and the environment, fostering businesses that grow alongside social responsibility. In addition, the concept of Soft Power has been adopted as a key tool to drive cocoa and chocolate products through clear storytelling, unique local identity, and attention to consumer health—for example, cocoa rich in antioxidants or low-sugar chocolate. At the same time, production must follow sustainable processes, be environmentally friendly, and comply with international standards. 

Regarding the challenges of Thailand’s processing industry, Mr. Boranasak stated that entrepreneurs still face issues such as insufficient or inconsistent raw material supply, high production costs, and a lack of modern technology. Additionally, regulatory limitations, standards, and environmental requirements from foreign countries, as well as rapidly changing consumer behavior, pose more challenges. Therefore, if entrepreneurs do not adapt to keep pace with these changes—especially in the areas of health, environment, and standards—they will miss the opportunity to access high-potential markets both domestically and internationally. 

“30 cocoa-related businesses participating in this activity will be able to create accurate models and business plans for agricultural and processed agricultural products. They will be able to plan and manage marketing strategies and product-specific business plans, expand channels to reach target customers, and reduce marketing costs. This will foster sustainable growth and enhance competitiveness in the global market, resulting in long-term benefits for the country’s overall competitiveness,” said Mr. Boranasak.

• Facebook
• Twitter
• Line