"Mitr Phol" unveils its potential as a solution provider at THAIFEX 2024, empowering entrepreneurs and retailers with next-level business solutions

Mr. Parin Amatyakul, Senior Executive Vice President of the Marketing Division of Mitr Phol Group, talked about the event: "With a legacy spanning over 67 years, Mitr Phol remains steadfast in its commitment to advancing expertise, knowledge, and innovation within the sugarcane and sugar industry. Recently ranked as the world's first sustainable leading company in the food products industry by S&P Global, we take great pride in this recognition, which underscores our dedication not only to business growth but also to societal well-being and environmental stewardship for the sustainable progress of all. Aligned with the ethos of Mitr Phol Group, Mitr Phol Sugar brand goes beyond merely delivering high-quality products and services that adhere to international standards; we aspire to transcend traditional sugar production. By assuming the role of a solution provider, we aim to enhance and address every conceivable business need for our customers, partners, and international allies who place their trust in us. Our strategy fosters collaborative partnerships, ready to deliver innovations and comprehensive service solutions across multiple domains—from research and development to supply chain optimization, recipe creation, and collaborative marketing. These efforts not only boost business but also ignite new ideas and meet the diverse needs of partners ranging from small entrepreneurs to global industrial groups. This leads to our booth concept 'MITR PHOL SUGAR BEYOND THE SWEETNESS' that awaits everyone all to explore."

In this event, Mitr Phol showcases a wide array of its top-quality products in a modern Infinity-designed booth, symbolizing boundless innovation and technological advancement. Seamlessly integrating the unique identities of the showcased products, the spotlight of this year's exhibition is on the revamped Mitr Phol Sugar for Bakery, packaged in a fresh, vibrant design. Visitors are also invited to indulge in a special cooking experience led by Chef Lat (Raphatsorn Chirachurichai), a renowned culinary figure, who will demonstrate the creation of popular dishes like Khanom Piak Poon (Pandan Pudding) Chiffon Lava Cake and Flat Croissant, tantalizing the palates with new, delightful flavors. Moreover, Freshy, a fusion of juice and real fruit pulp, marking a grand entrance during the past summer, offers a wide selection of sweet treats and beverages across 9 delectable flavors. This innovation has received positive feedback from consumers and has been created into fresh, inventive menus in collaboration with leading Thai food and beverage establishments. Visitors can also experience trendy, aromatic, and flavorful fruit-infused beverages at the event.

Beyond the unmissable lineup of sweeteners, Mitr Phol has unveiled a multitude of other standout products, lauded for their innovation and eco-conscious technology. Among these include: VAVA, a natural mineral water sourced from the depths of pristine forested hills, a UNESCO World Heritage site, awarded the prestigious Superior Taste Award (3 Stars) for two consecutive years by the International Taste Institute in Belgium. It has also garnered top honors for design on the global stage. Additionally, there are eco-friendly compostable food packaging under the CaneX brand and compostable compound plastic pellets under the PlaneX brand, both meeting international standards. Developed and manufactured from natural materials like sugarcane and cassava, they biodegrade within six months under appropriate conditions without leaving behind microplastics. Furthermore, the Vallex brand introduces V-FOS (Fructo-oligosaccharide), a prebiotic dietary fiber derived from natural sugarcane, aiding in fiber intake and maintaining a safe and healthy digestive system. There is Meat Avatar, a plant-based protein product offering body benefits with proteins sourced from plants. It has been developed by enhancing the taste and nutritional profile of vegetables and grains to match that of animal meat, along with being low in calories and sodium. These innovations perfectly align with the thriving trend of healthy eating.

For those interested in discovering the latest offerings from Mitr Phol, we extend a warm invitation to visit our booth at THAIFEX - Anuga Asia 2024, the largest and most comprehensive food and beverage exhibition in Asia Pacific. You can locate us at Booth 2-Y01, Challenger 2, Entrance 2, IMPACT Muang Thong Thani. The event will be held from May 28th - June 1st, 2024, from 10 am to 6 pm (Trade Days), and on June 1st, 2024, from 10 am to 8 pm (Public Day).