Locally-owned TH Group has shared its experience about developing its brand name at the Vietnam Business Summit of the 2017 APEC Economic Leaders’ Week.
|TH Group chairwoman Thai Huong meeting Prime Minister Nguyen Xuan Phuc at the Vietnam Business Summit
Thai Huong, chairwoman of TH Group, the owner of the TH true MILK brand, said that one of the key drivers of this brand is the group’s focus on developing the core value of “For the health of the people.”
“When we design and develop our brand, we always bear in our mind that we must create safe and fresh milk with all our heart. With the brainpower and the combination of scientific achievements and modern corporate governance, our milk products meet international standards,” Huong said.
TH Group is operating its $1.2-billion high-tech concentrated dairy and fresh milk production project in the central province of Nghe An’s Nghia Dan district. This project has made the first breakthrough in the domestic milk industry by using state-of-the-art technology for grass cultivation and raising dairy cows.
The group’s product development strategy and brand promotion has earned a series of awards. In 2015, Asian Record Organisation recognised the TH project as “the largest concentrated hi-tech applied dairy farm complex in Asia,” which accounted for more than 40 per cent of Vietnam’s fresh milk market.
“Our business is built around five core values, including ‘For the health of the community,’ ‘Completely from nature,’ ‘Fresh-Delicious-Nutritious,’ ‘Environmentally friendly,’ and ‘Excellent mindset and harmonised benefits,’” Huong said.
Following the great successes in Vietnam, the group is now boosting overseas production activities, with a hi-tech concentrated dairy and fresh milk production complex (first stage) in Russia. This $2.7-billion project, which is currently under construction, will be finished within ten years. In October 2017, the project will receive the first cows.
After the project is completed, it will have more than 350,000 dairy cows with the total processing capacity of 5,900 tonnes per day, equivalent to nearly 1.8 million tonnes per year.
It is expected that TH Group will take the first high-yielding dairy cows to Russia in the near future, and that in May 2018 the first batch of products from this project will be marketed in Russia. At that time, millions of Russian people will be able to enjoy TH true MILK products, which are produced under international standards.