Page 26 - FoodFocusThailand No.231 June 2025

SPECIAL
SPECIAL INTERVIEW INTERVIEW

In an era where global consumers value food with a “story”
that reflects local identity, while also emphasizing health
and cultural values, upgrading Thai local food is no longer
just about enhancing taste or appearance. Technology and
innovation must be key in elevating standards, increasing
value, and sustainably expanding into international markets.

Scaling Thai Culinary Heritage

for International Opportunities

In the June issue of Food Focus Thailand magazine, we had the Role of Food Innovation and Packaging Center
opportunity to speak with Asst.Prof. Shitapan Bai-Ngew, Ph.D., (FIN) in Connecting SMEs to Global Markets
Director of the Food Innovation and Packaging Center (FIN) at The Food Innovation and Packaging Center (FIN Center)
Chiang Mai University. She shared her insights and strategic at Chiang Mai University plays a vital role in bridging
approaches for driving the development of Thai local food products knowledge, research, and technology from academic
toward global competitiveness and long-term sustainability. institutions to entrepreneurs, particularly small and medium-
sized enterprises (SMEs). These businesses often face
Key Obstacles in Elevating Local Foods for Global Markets various challenges and limitations. The center operates
SMEs aiming to bring local food products to the global stage face numerous under a concept known as “Co-Innovation,” which focuses
challenges. Asst.Prof. Shitapan Bai-Ngew, Ph.D. noted that many not only on providing ad-hoc assistance but also on fostering
communities possess unique, traditional recipes. The main barriers often long-term collaboration with entrepreneurs. This includes
lie in a lack of knowledge regarding food processing technologies, quality enhancing product quality, developing formulations,
control, and legal requirements for food exports—all crucial factors for selecting appropriate technologies, conducting market
meeting international standards. testing, sourcing funding, building brand identity, and
Moreover, overly advanced technologies may not suit the scale and developing marketing strategies.
context of small or community-based producers due to costs, investment One example of successful collaboration is the
needs, machine maintenance, and technical know-how. Without development of health food products from local cuisine,
technology designed to fit their context, commercialization becomes such as transforming Kaeng Phak Chiang Da into
difficult. a functional food. This includes creating Chiang Da
Additionally, while ideas for local product development may be vegetable soup tailored for the elderly and those at risk of
appealing, they often do not align with consumer behavior. While some non-communicable diseases (NCDs), along with suitable
entrepreneurs also struggle to effectively communicate the story behind packaging ready for market distribution. Another noteworthy
their products—a key factor in building value and consumer motivation— initiative is the ‘Lanna Gastronomy Tourism project’,
thus limiting market expansion internationally. supported by government agencies, aimed at revitalizing
Chiang Mai’s economy following the COVID-19 crisis. This
Adding Value to Local Foods through Technology and project focuses on enhancing the capabilities of restaurant
Innovation operators in Northern Thailand. The FIN Center provides
Modern food processing technologies play a major role in preserving both consulting services on the application of food science
the taste and nutritional value of local dishes. These technologies also knowledge to develop and modernize local dishes. A key
support quality control—from raw material sourcing to processing— achievement is the creation of 100 local menu items, which
serve as a model for expansion to other secondary cities in
especially in establishing food safety standards, which are essential for Northern Thailand. In addition, the FIN Center has
exports. implemented the ‘Hyper Local Food – Local Food with
Another important aspect is using innovation to modernize and appeal Innovation project’ focusing on developing quality
to traditional foods, such as transforming “Khao Nook Nga” (a traditional standards of food products in tourist communities to make
northern snack) into a modern, healthy snack. Ready-to-eat foods tailored them viable as locally produced souvenirs, thereby
for modern lifestyles and well-designed packaging that conveys cultural promoting sustainable growth.
stories can also significantly increase product value. Through its involvement in various projects, the Food
After rebranding to appear more modern and appealing, utilizing digital Innovation and Packaging Center has become more than
marketing channels becomes an effective strategy to promote these just an academic service provider. It also acts as a trusted
products and enhance their visibility—especially in international markets. partner in business and innovation—standing alongside
Another significant opportunity lies with tourists, who often show interest entrepreneurs at every stage of product development. This
in local food as a cultural representation. This includes experiencing commitment is rooted in the belief that when SMEs thrive,
unique regional flavors or purchasing products as souvenirs. If local food they contribute to the long-term stability and resilience of
products can be developed with appropriate shelf life, along with packaging Thailand’s grassroots economy.
that is safe, convenient, and suitable for transport, the potential to expand
into both domestic and international markets increases greatly.

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