Food/Betagro

Editorial staff

SET-listed Betagro Plc (BTG), a leading integrated food company in Thailand, has launched "La Comida," a brand of European-style ready-to-eat charcuterie to the market.

This move reinforces Betagro's strategy to add value to its products, aiming to become a leader in the premium charcuterie market.

La Comida's unique selling point is its ultra-premium quality, produced from S-Pure pork, which is 100% natural pure products. The meat is meticulously trimmed and processed using traditional European methods, ensuring the finest and most authentic taste.

Dr Oliver Gottschall, the company’s chief operating officer - food business, said that the growing trend of charcuterie and cheese boards in Thailand, especially among the younger generation and European food enthusiasts, along with the fact that these products are primarily imported, led Betagro to develop the charcuterie product line under the brand "La Comida." This initiative aims to reinforce the strategy of adding value to Betagro's products and establishing itself as a leader in the ultra-premium charcuterie market in Thailand, providing high-quality products to food entrepreneurs without the need for imports.

Vasit Taepaisitphongse (center), chief executive officer and president of Betagro Plc, along with Chayadhorn Taepaisitphongse (2nd from left), chief strategy and innovation officer, Dr Oliver Gottschall (4th from left), chief operating officer- food business, and Betagro's management team, partners, and customers, inaugurated the first "La Comida Shop" flagship store at Park Silom.

Additionally, the company has launched the "La Comida Shop," its first flagship store at Park Silom, to offer charcuterie, cheese, and imported products, catering to both Thai and international customers who enjoy European cuisine. The shop also features experts who provide charcuterie food service solutions, covering menu development, ingredients sourcing, and product delivery. The company plans to open 3-5 more branches in Bangkok and major cities such as Chiang Mai and Phuket by 2027, with further expansion into Asian markets.

The La Comida brand uses S-Pure pork as its primary ingredient, which is 100% natural pure products and is the first and only brand in Thailand that has been certified “Raised Without Antibiotics (RWA)” by NSF USA. This product is processed using traditional European methods, including salting and spicing, curing and smoking, resulting in ultra-premium quality products, with the finest and most authentic taste guaranteed by European experts.

The European-style ready-to-eat meat products are categorized into three groups. Dry-cured hams includes products such as "Coppa," made from S-Pure pork collar, with a fragrant blend of garlic and black pepper; "Filet Mignon," made from S-Pure pork tenderloin, offering a balanced flavor with thyme, rosemary, and a smoky aroma; and "Lomo Embuchado," made from S-Pure pork loin, featuring an intense taste of paprika and garlic for a bold flavor.