May 29, 2013

Betagro Group has changed the brand identity of its HyMeat chicken products and HyEgg eggs to "BETAGRO", in an effort to strengthen and unify its leading market position as a major food manufacturer and food safety leader recognised internationally.

The brand name change is also to reaffirm consumer confidence in and acquaintance with the group's core brand identity Betagro.

President of Betagro Group Vasit Taepaisitphongse said, "Partnering with leading food service businesses abroad has resulted in the development of joint ventures in the food production industry, coupled with increased opportunities to export our food products internationally and gain a worldwide reputation for quality and food safety. To create greater awareness of our meat products and eggs, we have decided to adopt single brand identity BETAGRO for both HyMEAT and HyEGG branded items. We believe the change will represent a higher level of quality, reliability and consumer confidence defined by Betagro."

"According to a recent survey, most consumers, customers and partners accept and are acquainted with the name Betagro. We have been focusing on B2B communication over the past several years, and from now on we are placing more importance on B2C to extend awareness of our products in the consumer market. From 10% of B2C communications, we plan to increase to 20-30% in the near future. We also plan to launch more marketing campaigns to boost sales of our standard products in the consumer market through modern trade, supermarket and retail outlets," he added.

"The transition to the BETAGRO brand targeting this standard consumer market will boost consumer acceptance and brand awareness. The brand positioning of BETAGRO is to deliver product quality with high reliability, accessibility and integrity, and to provide consumers with clear information," concluded Taepaisitphongse.

With the addition of the BETAGRO brand, the group currently has two major brands: S-Pure offering premium food products and BETAGRO supplying standard quality options. BETAGRO branded food products including pork, chicken and eggs will be available from June 2013. It is also planned that processed and cooked foods under the Better Food brand will adopt the BETAGRO brand in the near future.