Charoen Pokphand Foods (CPF) anticipates 2010 to hit another record earning in the history of the company.

The company's growth has been supported by positive factors namely: 1) higher domestic livestock meat prices in 1H10; 2) lower than estimated raw material prices despite an expected average cost rise on-year; 3) flourishing shrimp exports due to a supply shortage in the world market; 4) the good performance of its overseas aquatic feed business, particularly in India; 5) the profitability of its broiler chicken business in Turkey has been sustained; and 6) the contributions provided by Vietnam's CPALL and CP.

CPF's management mentioned the possibility of a further advertising rate hike for its super prime-time slot in October which follows a 9% hike for the 7-8.30 p.m. time slot this month. Prospects remain favourable with no sign of weakening in demand for television advertising, while operating costs have been on a more normalised base since first quarter of 2010.