CP Foods: 3C Platform key to Thai broiler industry growth

Charoen Pokphand Foods (CP Foods) suggests that consolidation, contribution and collaboration can lead to success for Thailand’s broiler industry.

(Courtesy CP Foods)
(Courtesy CP Foods)

Charoen Pokphand Foods (CP Foods) suggests that the “3C Platform” is the key to success for Thailand’s broiler industry. The principle will enable Thai farmers to adopt a more efficient and more sustainable business model, as well as assuring consumers around the world on safety, hygiene and traceability throughout the supply chain. 

Dr. Payungsak Somyanontanagul, DVM, vice president and head of CP Foods’ animal welfare committee, said that the company has placed great importance on animal welfare practice and is one of the strategic goals of the company’s CPF 2030 Sustainability in Action. Somyanontanagul says the company focuses on good health of animals, health of humans and health of the environment in accordance with the World Organisation for Animal Health (OIE) One Health concept. The company successfully applied 3C Platform to address the sustainable development in the broiler industry.

The 3C Platform consists of Consolidation, Contribution and Collaboration and the company believes that platform will assure the safety, hygiene and traceability of Thailand’s broilers to consumers around the world.


The broiler industry should consolidate and further develop its strengths in order to improve its competitiveness. He explained that Thai broiler supply chain has numbers of strong points such as advanced disease prevention system. CP Foods cooperates with Thailand’s Department of Livestock Development to set up a poultry compartment system according to the standards of the OIE to proactively prevent the outbreak. Moreover, Thai chickens are raised in closed system houses following the high animal welfare principles. This allows the chickens to stay healthy, reducing the chance of antibiotic use and, eventually, supporting the One Health principle.


The industry should focus on advanced technology development to increase efficiency, reduce costs and be environmentally friendly, said Somyanontanagul. Moreover, such principles should be integrated into all aspects of business, covering feed, farm and food. Somyanontanagul pointed out that CP Foods is currently working on multiple research and development projects such as alternative feed ingredients, precision nutrition, and autogenous vaccine for Thai livestock to improve the competitiveness of the industry and reduce dependence on imports.


Partnership and contribution from all related sectors are crucial for strengthening broiler industry competitiveness and to achieve the goal of development of product champion for the country.

In addition, CP Foods focuses on research and development to enhance animal welfare standard throughout the supply chain. To date, 100% of the company's farm animals are raised according to five freedom principles under responsible and prudent antibiotics. The company has adopted Smart Farm to increase production efficiency and promote animal welfare in broiler farms. Artificial intelligence and automation enable CP Foods to control an environment and ensure good well-being of the animals within the farm, for example, the Smart Eyes system can track the food and water intake of animals in real-time, reducing the risk of disease human contact.

In 2021, CP Foods has improved its score to Tier 3 on the latest version of Business Benchmark on Farm Animal Welfare (BBFAW) report, showing significant development in the areas of innovation and leadership as well as performance reporting and impact.
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