Thai Union Integrates its Global Businesses under One Master Brand Reinforcing its Position as the World's Seafood Leader


Photo Caption – From center, Mr. Kraisorn Chansiri, Founder and Chairman; Mr. Cheng Niruttinanon

Founder and Executive Chairman (right); and Mr. Thiraphong Chansiri, President and CEO (left), Thai Union Group Public Company Limited, stand proudly in front of the new corporate identity following the grand celebration together with the Thai Union executives and employees at various locations across the globe.

Photo Caption – From center, Mr. Kraisorn Chansiri, Founder and Chairman; Mr. Cheng Niruttinanon

Founder and Executive Chairman (left); and Mr. Thiraphong Chansiri, President and CEO (right), Thai Union Group Public Company Limited, pose for a “selfie” shot with more than 3,000 employees revealing the new Thai Union identity in the background. The moment was witnessed by thousands of employees worldwide live from the event and via live broadcast channels.



Photo Caption – Thai Union’s Global Leadership Team (GLT) poses for pictures after the official launch of the new corporate identity at the event in Bangkok; Thai Union’s headquarters. From center, Mr. Kraisorn Chansiri, Founder and Chairman; Mr. Cheng Niruttinanon, Founder and Executive Chairman (3rd from right); and Mr. Thiraphong Chansiri, President and CEO (3rd from left); Mr. Joerg Aryle, Group CFO (2nd from left); Mr. Shue Chung Chan, Global HR (far left); Mr. Rittirong Boonmechote, President, Global Shrimp Business (2nd from right) and Mr. Faisal Sheikh, Director, Group Strategy (far right).

Thai Union Frozen Public Company Limited announced its ‘Corporate Brand Initiative’; an extensive plan to integrate Thai Union’s operating companies around the world under a single new corporate vision, mission and core values as well as one unified corporate brand. Thai Union Frozen Public Company Limited, listed in the Stock Exchange of Thailand, is now ‘Thai Union Group Public Company Limited’. Effective 23rd September 2015, the new stock ticker symbol of ‘TUF’ will be changed to ‘TU’.

The announcement of the change was celebrated globally on Friday 18th September, by

Mr. Kraisorn Chansiri, Founder and Chairman; Mr. Cheng Niruttinanon, Founder and Executive Chairman and Mr. Thiraphong Chansiri, President & CEO of Thai Union together with the Thai Union executives and employees at various locations across the globe – all under a celebratory theme entitled “Becoming One: Rising to The Future.”

Mr. Kraisorn Chansiri began the special remarks and, recalling the earliest days of Thai Union, noted, “We began as just a small supplier. And we all worked hard to build a strong foundation for a business that would last. But even early on, I could see that the right attitude and perspective was an essential ingredient for growth. Hard work is important, but the willingness to listen carefully and learn was of equal importance. I am so proud to see us here today.”

The company’s co-founder and Executive Chairman, Mr. Cheng Niruttinanon, echoed the pride he feels in the commitment and hard work of all the Thai Union employees and spoke of the qualities that he believes are responsible for the company’s success in international markets. “We have approached our international colleagues with the sincere desire to build relationships of collaboration and mutual respect. It is these qualities that have gotten us to this position of leadership. I thank our employees for their dedication throughout the years to Thai Union and to the seafood industry.”

Mr. Thiraphong Chansiri concluded the remarks from Thai Union leadership saying, “From our increasingly global perspective, we look at the seafood industry and we see immense opportunity as well as immense responsibility. Being a leader in this industry is about balancing those two imperatives. We are finding our way, but we must continue to work harder.”

“This unification of our brand reflects our belief that integration and transparency in our industry are better for business and better for management of resources and will make us more effective in our role as leading agent of change for the seafood industry”.

“The change also better communicates the true scale of our organization to key stakeholders from new recruits to investors, a scale which enables us to provide better service for our customers, more innovative product for our consumers, more balanced lives for our employees, better returns for our shareholders, and most importantly, more efficient management of our precious resources.”

“In short, this integration will make us an even stronger and more sustainable seafood player business than we have been in the past.”

Thai Union’s new corporate Vision is to be the world’s most trusted seafood leader, caring for resources to nurture generations to come. In order to achieve this ambitious vision, we believe we must become the seafood industry’s leading agent of change, making a real positive difference to consumers, customers and the way the entire seafood category is managed.

“Our vision and mission have been updated to reflect the dynamic growth over nearly four decades in our existence. We are committed to bring our now global Thai Union family closer together through the common culture of pursuing our vision and mission and living these values,”

Mr. Chansiri concluded.

Also revealed last Friday was the new Corporate Brand visual identity, a graphic design whose form is inspired by the ocean: a symbol of forward movement, fluidity and subtle power, representing characteristics of the kind of culture to which Thai Union aspires. The new visual identity is a modern expression of Thai Union’s high performance and positive energy yet remains remarkably Thai, reflecting pride in the company’s heritage.

Overseeing the strategic and creative process of global rebranding for Thai Union Group is the Far East Asia studios of Landor Associates, the renowned global brand-consulting firm.