It was a great pleasure and honour to have received an invitation from New Zealand Embassy’s Trade and Enterprise section for a get together over dinner to discuss strategic plans for NZ imports to Thailand. Our CO, Dr. Donn Pjongluck in turn invited the Trade Commissioner of New Zealand to Thailand, Ms. Karen Campbell and Business Development Manager of NZTE in Bangkok, Ms. Chatjen Tantakhom to lunch at our flagship lifestyle store, Tha Baxter Brenton on Charoenkrung Road in Bangkok’s city centre. Dr. Donn Pjongluck presented to the NZ Trade Commissioner to Thailand and Ms. Chatjen hampers of New Zealand products which are already made available through distribution/retail at leading gourmet stores and supermarkets in Thailand. In return, the NZ Trade Commissioner to Thailand presented Dr. Donn Pjongluck a photograph of the late King Rama 9th and Queen Sirikit who were among the first monarchs ever visited NZ then, landing in Christchurch.
Ms. Karen Campbell, having lived and occupied highly ranked positions in big conglomerates in Thailand for more than 20 years, is a commercial veteran in Thailand, with keen understanding of the Thai markets and Thai consumer behaviors. Being responsible for NZTE for Thailand and Indo-China,she is an expert in consumer products and strategic planning for retails Through our discussions, Ms. Campbell has praised that the strategies of Baxter Brenton in introducing NZ products have been on the right tracks of healthy organic growth, given New Zealand as generically perceived by consumers and competitions from products of other countries which might possess a better perceived image in their respective categories.
Ms. Karen Campbell is happy to see Baxter Brenton put an effort in bringing in packaged/dry goods from New Zealand, which is considered one of the toughest categories of products from New Zealand to break into the local distribution and a healthy post introduction sustainable growth. Most of products imported from NZ to Thailand have been meat, lamp, fruits and timber; mostly raw materials and agricultural products. Very small percentage has been for branded finished goods such as those being introduced by Baxter Brenton and given the nature and the challenges of this product category, Ms. Campbell initiated a meeting with Dr. Donn Pjongluck to locate long term strategic direction planning for sustainable growth and seek commitments from all parties that Baxter Brenton with the support from NZTE in Thailand, will attempt level best to sustain a good growth and additional introduction of NZ’s dry/packaged goods category to Thailand.
Discussions covered a range of non trade barriers presented, competitiveness of NZ products and their respective prices, competitions from other countries with similar products, perceptions of New Zealand and its products among the Thai Consumers, how to create awareness among Thai Consumers to know NZ’s other products better other than apples/lambs/beef and some wines, time to get the products to be approved by the big key stores, understanding and awareness of NZ suppliers towards how to do business with Thailand and understanding of Thailand’s consumer perceptions and behaviors, and how both Baxter Brenton and NZTE could help each other to ensure organic healthy growth of these introduced NZ brands to Thailand.