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TVO has four crushing facilities and three refineries in the Nakornprathom province. The company has a 6,000 tons production capacity of soybeans per day; while manufacturing and distributing products in both domestic and global markets.

PRODUCTThe company is now selling various types of cooking oils under the brand name “Angoon” such as soybean oil, sunflower oil, corn oil, and canola oil. Angoon Cooking oils are typically liquid and are generally clear at room temperature and recommended for both deep-frying and stir-frying. This oil category is extensively used in several major food and non-food manufacturers, especially retail packs for consumer markets, as well as catering in hotels and restaurants.

For the consumer market, the cooking oil is packed in PET bottles and wrapped with a clear design label to emphasise its clean and clear colour. For industrial usage, they can actually be used as a key ingredient in several applications including oil in tuna cans, deep fried food, baking food, chili paste, mayonnaise, candies, chocolates, snacks, cosmetics and resins. However, Angoon’s manufacturing is a complete line processing from soybean seed to refined soybean oil; therefore, the company can ensure the freshness of oil by importing soybean seeds in Panamax size and using it all up every

MARKETThe cooking oil market in Thailand maintained a steady growth at 3% in 2014/2015. Market size of the cooking oil for household usages had gone up to 14,000 million Baht (change approximately +1%). Total cooking oil consumption in 2014/2015 was 334 million litres. Major players in this market are soybean oil, palm oil, rice bran oil, sunflower oil, corn oil, canola oil and olive oil. Angoon gained the greatest market share of the cooking oil market at 28%. Only the soybean oil market itself has grown 7% in 2014/2015 and “Angoon” gained the highest market share in this market, at 73%.

The cooking oil industry is to be one of the commodity businesses in Thailand. Pricing strategy is one of the most important factors in this market since the cooking oils retail price is under control by the Thai government. The most popular size is 1 litre, and soybean oil price is set at 55 Baht per bottle therefore each brand tries to reduce its cost to be competitive in the market. Thai people are quite lucky because cooking oil retail prices are actually lower than other countries in Asia. As a result very few Thai brands of cooking oil would be willing to spend a big budget for their advertising, especially when compared with other consumer

products, such as cosmetics, beverages, mobile phones etc. Pricing decisions are influenced by several factors including cost of raw materials, world market prices, or even competitors’ moves, gasoline prices and currency exchanges. In 2015, cooking oil retail prices have dropped sharply from Q1 to Q4 around 12% - 17% due to the slowing down of Thai economy and the continuing decrease of soybean and palm world prices.

ACHIEVEMENTSAs an Asian leading vegetable oil manufacturer, the company is determined to produce high quality products through the whole manufacturing process, under the philosophy “The Company will produce the quality products for a better quality of life”. Angoon also was the first brand in Thailand to introduce a unique selling point of being a healthy cooking oil product. Soybean oil contains high polyunsaturated fat, which is also an essential oil for daily consumption and offers good benefits for your health and heart.

Having launched an advertising campaign “Angoon : Mai Pen Kai”, it has created positive awareness for Thai people to be more concerned about what to eat when they cook any food at

home with the cooking oil. Many market surveys demonstrated that Thai people are often able to recall this slogan and the picture of keeping cooking oil in the refrigerator whether it is high in saturated fat. Besides, the company has currently certified to the International Standards Certification including GMP, HACCP, Halal, FDA approved, ISO 9001:2008, ISO 50001, ISO 2000, ISO 14001, and ISO 17025.

For the cooking oil market in Thailand, Angoon was the first brand to attain the “Carbon Footprint Certification” from Thailand Greenhouse Gas Management Organisation (Public Organisation).In addition, in 2015, Angoon also received the following awards:l Voted to be “Number One Brand in Thai consumers’ mind” by “Marketeer” magazine.l Trusted Brand Awards by Reader’s Digest Trusted Brand.l Recognised as a “Superbrand” from the international Superbrands organisation for being a quality brand, which has been accepted and trusted among Thai consumers.l Best Company Performance Awards by “SET AWARDS 2015” HISTORYThai Vegetable Oil Public Company Limited was founded in 1968 by the “VITAYATANAGORN” family and produced a few types of cooking oil such as rice bran oil, blended vegetable oil and soybean oil. As the brand name “Angoon” in Thai language means “grapefruit”, several times Thai consumers asked the reason why they were given the name “Angoon”. The founder of the company, Mr. Teow Poshi, gave the brand name of the cooking oil originally in Chinese language (Chow Cho language). It pronounced “Poo Tor Eiw” which can have double meanings of either “grapefruit” or “prosperity”.

In 1975, Thai Vegetable Oil Co., Ltd. or TVO was the first manufacturer in Thailand who brought “PET bottles” to pack the cooking oil for Thai consumers. In 1980, TVO spent a big investment on enhancing technology in the refinery production called “High Pressure Streaming Process” which can ensure a better quality of refined oil products. In 1990, the company was publicly listed in the Stock Exchange of Thailand (SET) under the name “TVO” and built its headquarters in Bangkok. TVO became “Southeast Asia’s Largest Soybean Oilseed Processor”.

month. TVO cooking oil’s quality has

been globally accepted among industries and end consumers, as can be seen from the frequent repurchasing orders.

RECENT DEVELOPMENTSAs a consequence of the global warming problem that has resulted from excessive Greenhouse Gases (GHG) emissions; effective reduction methods for GHG emissions have been promoted and practiced globally. Thailand Greenhouse Gas Management Organisation has promoted the development of the Carbon Footprint for Products (CFP) project which aims to provide an alternative way to consumers for contributing towards reducing GHG Emissions by purchasing low emission products and services. TVO has been certified the Carbon Footprint Products from Greenhouse Gas Management Organisation since 2011 by joining the project to control and reduce greenhouse gas during production activities. The company has a policy to develop and improve to produce less of an impact on the environment during its production process. Its waste system does not have any wastes going through public space and a government agency inspects this process annually.

PROMOTIONIn 2015, Angoon cooperated with the Thailand Department of Internal Trade, Ministry of Commerce to help bring the cost of living for the public down. Angoon cut its price between 20% and 30% for consumers who purchased the cooking oil size of 1 litre. Angoon also launched a new consumer promotion campaign to give away “Summer Fabric Bags” for any purchase of three bottles during the summer time of 2015. This campaign was meant to help reduce global warming by replacing plastic bags with “Angoon Summer Fabric Bags”.

BRAND VALUESAngoon is the most popular brand in the Thai market among other soybean oil products. Although its price of the 1 Litre bottle is basically more expensive than any other brands on shelf, Thai consumers still perceive Angoon brand value as being a “quality product” and willing

to buy the Angoon brand. Quality products in cooking oil categories cover several features such as healthy, clean, stable and trustworthy. Angoon has never compromised on producing the best quality products for consumers as mentioned in the company’s policy. Not only Thai consumers can remember our slogan “Mai Pen Kai”, but they can also recall Angoon’s clean and clear packaging design, which is actually different from other brands.

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THINGS YOU DIDN’T KNOW ABOUTANGOON

l Essential fatty acids are fatty acids that humans must ingest because the body requires them for having good health. Angoon soybean oil is rich in the polyunsaturated fat (Omega-3 and Omega-6), so it provides essential fats that human body needs but cannot produce itself.l To get one bottle of Angoon soybean oil (size 1 Litre), you need about five bottles of soybean seeds. Soybean seeds contain approximately 19%-20% of oil.l In cold weather countries like Japan, demand for a cold test for cooking oil is required. They prefer cooking oil still to be clear in colour and no crystals in a condition of zero degrees for five hours. Angoon soybean oil can be kept in the refrigerator at zero degrees for five hours and shows no crystals in the bottle.