Thai Union, the global seafood leader, has joined forces with local restaurant After Yum to deliver a unique new product, SEALECT tuna x After Yum - canned tuna in a special sauce to which consumers can add lime juice, chili and vegetables to make their very own unique spicy salad dish. The After Yum restaurant is a local street-style spicy salad eatery in Pattaya, Thailand’s famous beach town, where people queue for hours to dine.
Saran Rattanarungruengchai, General Manager - Emerging Markets at Thai Union, said this collaboration has brought the taste the matches the Thai palate to a tuna dish. “Thai Union is currently one of the biggest canned tuna providers in the world and our products are available across the globe. Our goal is to make tuna consumption in Thailand as robust as in other parts of the world like the US or Europe. So, we came up with the idea to develop a spicy salad dish, which is a Thai favorite, and After Yum was a natural and perfect partner for that,” he said. “The product was designed in ‘DIY’ style, meaning consumers need to add fresh ingredients like lime juice and chili to the tuna in our special sauce to create their own customized, unique, spicy and healthy salad full of protein and taste. And this is just the first of many interesting dishes that can be created.”
Thai Union believes in innovation and collaboration with startups and SMEs, especially as it was an SME itself some 43 years ago and has seen first-hand the incredible potential that comes out of startups and small enterprises. The company believes that this strategy will bring new ideas to life and help provide original, innovative solutions and options that address customer needs and requirements. “Given how quickly consumer trends change and adapt, any collaboration requires agility in terms of both the business and the people – trying news ideas and moving quickly,” Rattanarungruengchai said.
After Yum founders and owners Kritkool Choomkaew and Thirawiwat Bootaya always ensure that their restaurant places high importance on quality – of both ingredients and taste. “Our intention with every dish we prepare is to make it as if we were serving our own family. Back when we first started this project, we learned that SEALECT has a similar business philosophy – to focus on quality and delicious food. It is a great pleasure for us to work with Thai Union as we know that using SEALECT products assures the quality and confidence in our recipes and dishes.”