Ple Nakorn Silachai Invests 50 Million Baht in “Sompoi” Fermented Fish Sauce Brand to Enter Ten-Billion Baht Market,Aiming for 3% Market Share in One Year

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Mr. Ple Nakorn Silachai, President of Madame Food World Co., Ltd., revealed the origin of the “Sompoi” traditional boiled fermented fish sauce brand. It stems from his love for the food business, which he has been involved in for over 20 years, his expertise in selecting quality ingredients, and his dedication to “deliciousness,” which is the heart of the food business. Popular dishes at his restaurant, besides meat, include papaya salad and Isan cuisine.

A survey of “fermented fish sauce enthusiasts” found that every household and restaurant that uses fermented fish sauce in their dishes has more than one brand to mix and create their desired taste. This reflects that there are over 100 fermented fish sauce brands in the market, but only a few are bestsellers. This sparked the idea to create a cooked fermented fish sauce brand that is delicious, flavorful, and complete in one bottle. This led to the research and experimentation with formulas, using high-quality fish ingredients until a “delicious” recipe was achieved, with confidence that it could be sold.

“We use a ‘Moo-keting’ strategy because our family is into spirituality. Therefore, we named the brand ‘Sompoi,’ which is an auspicious herb that drives away evil and removes bad luck from life. It’s a herb that people in Northern and Northeastern Thailand, as well as those interested in spirituality, know, are connected to, and are familiar with. The main consumers in the North and Northeast are the core customer base who enjoy fermented fish sauce. It also brings good fortune to the businesses of merchants, who are the main target group of the brand.”

Ple Nakorn has invested over 50 million baht in building a new production line for the “Sompoi” fermented fish sauce brand at his own factory, which has received international GHPS and HACCP certifications for fermented fish sauce production from BSI to control quality and standards, with sufficient production capacity to meet customer demand. The brand aims for a 3% market share within the first year.

“Sompoi” highlights its unique selling point of “complete flavor in one bottle,” developed from the experience and feedback of customers at Ple Nakorn’s own restaurant. It focuses on quality and taste that appeals to consumers.

To achieve its goals, “Sompoi” plans to expand its distribution channels both online and offline to cover more than 10,000 channels. Offline channels will distribute products through wholesalers in major cities and leading modern trade stores nationwide. Online channels will include official online stores on Lazada and Shopee platforms, as well as the company’s website, to make it convenient and accessible for customers to order products.

Initially, “Sompoi” will allocate over 30-40% of its budget to marketing to create widespread awareness and encourage consumers to try and use the product through promotional activities, online marketing, and promotions to make the brand known and achieve the targeted market share.

Ms. Pimprapa Ahmad, Executive Director of Madame Food World Co., Ltd., revealed that the product is currently being sold in major traditional trade channels nationwide, such as the main traditional trade in the Talat Si Muang market. In the next 2-3 months, it will be available in 7-Eleven and leading modern trade stores nationwide, such as Big C, Lotus, and Tops Supermarket. The brand also plans to export “Sompoi” fermented fish sauce to foreign markets in the CLMV countries, Europe, and America in 2025.

The “Sompoi” fermented fish sauce business has a sustainable business model in two dimensions. The first dimension is sustainable organic growth. In the first year, the goal is to sell 300,000 bottles per month, totaling approximately 1,800,000 bottles. The focus is on building brand awareness, encouraging consumers to try the product, and ensuring “deliciousness,” which is the core of the fermented fish sauce product, to create word-of-mouth recommendations.

In 2025, the sales target is to grow to 500,000 bottles per month, totaling 6,000,000 bottles, with revenue reaching 100 million baht. The “Sompoi” fermented fish sauce brand aims to be among the top 10 most popular fermented fish sauce brands in the Thai market. The second dimension is creating a sustainable business for merchants and restaurant entrepreneurs who need fermented fish sauce as an ingredient in their cooking. They will receive quality ingredients that appeal to customers, helping them increase sales and grow their businesses together.

For those interested in trying the deliciousness of Sompoi fermented fish sauce, you can follow these channels: Facebook:น้ำปลาร้าตราส้มป่อย, Shopee: Madamegusga, Lazada: Madamegusga, Tiktok: น้ำปลาร้าตราส้มป่อย, Line:@plarasompoi

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