Sarach Marketing, the leader in processed tamarind from Phetchabun, announces a major brand refresh plan after nearly half a century. The company is moving forward to create new experiences through product innovation, reinforcing its status as the originator of “Tamarind Jeed Jard,” while aggressively expanding distribution channels both domestically and internationally. The goal is to propel Phetchabun GI tamarind onto the world stage, forecasting growth of over 30% this year.
Phetchabun, Thailand – This marks a significant step for Thailand’s processed fruit industry as Sarach Marketing Co., Ltd., widely known as “Sarach Tamarind,” the pioneering leader in processed tamarind from Phetchabun province who has captured the hearts of consumers across generations with its unique taste for nearly 50 years, has announced a major strategic plan to “refresh its brand.” The objective is to modernize its image in line with changing consumer behaviors, while creating new experiences through innovation-focused product development.
The brand continues to emphasize its core strengths: the quality and original taste of Phetchabun sweet tamarind, a renowned Geographical Indication (GI) product. This is coupled with expanding distribution channels more comprehensively, both domestically and internationally, to solidify its market leadership and push Phetchabun GI tamarind towards global recognition.
The Original Taste from Phetchabun to Market Leader in Processed Tamarind
Mr. Sarach Kamolthonthai, Managing Director of Sarach Marketing Co., Ltd., spoke about the brand’s origins and success: “Sweet tamarind is a vital cash crop that generates immense value for Phetchabun province. Due to suitable geographical and climatic conditions, the tamarind here possesses high quality and a distinct, unique flavor.” Leveraging this raw material advantage, combined with long-accumulated processing expertise, “Sarach Tamarind,” born as the first processed tamarind producer in Lom Kao district, was able to create distinct products, especially the original recipe “Tamarind Jeed Jard,” which stands out for its originality and has long been a consumer favorite.
“We never stop developing. We continuously create diverse, novel, and distinct flavors, allowing us to penetrate consumer groups across all generations,” added Mr. Sarach. These factors have contributed to Sarach Marketing’s consistent growth of around 10-20% and cumulative sales of over 7 million units in the past 20 years. The sales structure comprises 80% domestic and 20% international markets, bolstered by the trend towards convenient processed foods and the increasing popularity of tamarind in foreign markets.
The Sarach Empire and the Variety That Wins Consumer Hearts
Under the Sarach Marketing umbrella, it’s not just the mass-market-focused “Sarach” (SARACH TAMARIND) brand. Sub-brands have been created to cater to diverse consumer needs:
- Alisa: Targets the Youngster group and modern young women, emphasizing digital-era communication.
- ASHIRA SAN: A brand that adds fun and enhances the eating experience.
- SARACH GOLD: A premium tamarind brand.
Over nearly five decades, Sarach has developed more than 30 flavors, totaling no less than 100 SKUs (Stock Keeping Units). Popular products that have built its reputation and are well-remembered include Tamarind Jeed Jard, Tamarind Klook (mixed tamarind), and Tamarind Kaew (crystallized tamarind). The key is the selection of high-quality raw materials from Phetchabun province cultivation areas certified with GI standards, ensuring every product retains the unique, authentic taste of Phetchabun tamarind.
Besides the flagship “Phetchabun Tamarind,” Sarach Marketing has also processed other fruits and raw materials to strengthen its portfolio, such as Mayom (Star Gooseberry), Mango, and Pineapple, as well as line extensions like the “Ya Moo” brand tamarind chili paste and tamarind sauce. This product diversity helps reinforce credibility and consumer trust, positioning Sarach as one of the top sales leaders in the country’s processed fruit business.
Brand Refresh Strategy: Elevating Phetchabun Tamarind to the World Stage
Looking ahead, Sarach Marketing has set an even more challenging goal: to make “Phetchabun Tamarind” known and accepted globally. The company remains committed to continuously developing new products that meet consumer demands, under the core strategy of “creating new experiences” for customers. This aims to provide interesting alternatives and create future growth opportunities for the processed fruit market, with all production processes adhering to international standards.
Mr. Sarach further elaborated on the marketing plan to elevate local products internationally: “Product development must keep pace with and respond to ‘consumption trends’ continuously, consistently, and promptly.” Therefore, this year, the company is making significant investments in marketing and sales promotion activities to drive the brand refresh. Food innovation will be incorporated to excite and meet the needs of modern consumers, which is expected to significantly enhance business opportunities.
A key highlight is the preparation to launch over 10 new products. These will present processed tamarind in unprecedented forms, focusing on creating a “different sensation and taste of tamarind,” allowing consumers to experience the deliciousness and enjoyment of eating tamarind in new dimensions.
Simultaneously, the company is allocating a substantial budget for marketing communication campaigns to reinforce its position as the “Originator of Tamarind Jeed Jard,” Sarach’s number one best-selling product. Intensive promotions will run across online and offline channels, including trade show booths and various sales promotion activities, allowing consumers to experience the fresh, intensely sour taste (‘Jeed Jard’) in every flavor and every jar from Sarach.
Regarding distribution channels, Sarach will undertake a full-scale “market offensive across all channels,” including hypermarkets, supermarkets, various modern trade outlets, placement on shelves in convenience stores, and expanding sales through online channels, aiming to broaden the customer base to reach every consumer segment comprehensively.
For international markets, Sarach currently exports products to Australia, Vietnam, Singapore, the United States, and countries within the European Union (EU). It continues to seek opportunities to expand into other potential markets. Furthermore, the company offers Original Equipment Manufacturer (OEM) services for investors interested in creating their own brand of processed tamarind products. Currently, the OEM business accounts for about 20% of the Sarach group’s revenue, with the remaining 80% coming from the company’s own brands. Based on the outlined plans, the company anticipates achieving growth of over 30% this year.
Building the Organization Towards Sustainable Success, Alongside Farmers and the Community
Beyond focusing on business growth, Sarach Marketing prioritizes creating sustainability throughout the supply chain. This begins with purchasing tamarind produce from local farmers at fair prices and acting as a central hub connecting products with the community. This is achieved through promoting the formation of “Large-Scale Farming Groups” for tamarind growers, which helps reduce production costs for smallholder farmers, leading to the creation of strong Community Clusters.
This group formation enhances cultivation efficiency, access to modern technology, and professional CROP management, resulting in standardized product quality. Farmers gain better market access and increased bargaining power. Additionally, Sarach encourages farmer groups within its network to register for Phetchabun Sweet Tamarind GI certification. All these initiatives not only help generate stable income for farmers but also create jobs and distribute income to thousands of families in the community.
Conclusion on Success and the Path Forward
Mr. Sarach Kamolthonthai firmly believes that the driving factors behind “Sarach Tamarind’s” success over the years include several key components: its status as the original processed tamarind from Phetchabun, maintaining excellent taste standards, setting reasonable product quantities and prices, relentless development of new recipes and products, ensuring wide product availability, investing in research and development (R&D), sourcing new quality raw materials, utilizing modern processing innovations and technology to preserve fruit quality and nutritional value, and crucially, working closely with farmers and the community to develop standardized tamarind production.
These elements serve as testaments to its success and reinforce Sarach’s leadership in the processed tamarind business. Today, the company is ready for a major brand refresh to create new consumer experiences and drive Phetchabun GI tamarind proudly onto the international stage.
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