Bangkok – September 2, 2024 – “Betagro Public Company Limited” or “BTG,” a leading integrated food company in Thailand, has launched “La Comida,” a brand of European-style ready-to-eat charcuterie. This move reinforces Betagro’s strategy to add value to its products, aiming to become a leader in the premium charcuterie market. La Comida’s unique selling point is its ultra-premium quality, produced from S-Pure pork, which is 100% natural pure products. The meat is meticulously trimmed and processed using traditional European methods, ensuring the finest and most authentic taste. The first flagship store has opened at Park Silom, catering to food entrepreneurs and serving both Thai and international customers who enjoy European cuisine. The company plans to expand with 3-5 more branches in Bangkok and major cities like Chiang Mai and Phuket by 2027.
Dr. Oliver Gottschall, Chief Operating Officer – Food Business, Betagro Public Company Limited, revealed that the growing trend of charcuterie and cheese boards in Thailand, especially among the younger generation and European food enthusiasts, along with the fact that these products are primarily imported, led Betagro to develop the charcuterie product line under the brand “La Comida.” This initiative aims to reinforce the strategy of adding value to Betagro’s products and establishing itself as a leader in the ultra-premium charcuterie market in Thailand, providing high-quality products to food entrepreneurs without the need for imports.
Additionally, Betagro has launched the “La Comida Shop,” its first flagship store at Park Silom, to offer charcuterie, cheese, and imported products, catering to both Thai and international customers who enjoy European cuisine. The shop also features experts who provide charcuterie food service solutions, covering menu development, ingredients sourcing, and product delivery. Importantly, there are plans to expand with 3-5 more branches in Bangkok and major cities such as Chiang Mai and Phuket by 2027, with further expansion into Asian markets.
The La Comida brand uses S-Pure pork as its primary ingredient, which is 100% natural pure products and is the first and only brand in Thailand that has been certified “Raised Without Antibiotics (RWA)” by NSF USA. This product is processed using traditional European methods, including salting and spicing, curing and smoking, resulting in ultra-premium quality products, with the finest and most authentic taste guaranteed by European experts.
The European-style ready-to-eat meat products are categorized into three groups:
1) Dry-Cured Hams: This group includes products such as “Coppa,” made from S-Pure pork collar, with a fragrant blend of garlic and black pepper; “Filet Mignon,” made from S-Pure pork tenderloin, offering a balanced flavor with thyme, rosemary, and a smoky aroma; and “Lomo Embuchado,” made from S-Pure pork loin, featuring an intense taste of paprika and garlic for a bold flavor.
2) Cured Sausages: This group features “Salami,” an S-Pure pork sausage dry-cured in the Italian style, with hints of garlic and white pepper; “Saucisson Traditional,” offering a classic French flavor profile with garlic and pepper; “Saucisson Rochefort 8,” a thick dry-cured S-Pure pork sausage with a rich taste infused with Rochefort 8 beer; “Chorizo,” a robust S-Pure pork sausage dry-cured with paprika, garlic, and red wine; and “Pepperoni,” a dry-cured sausage made from S-Pure pork mixed with beef, seasoned with salt, pepper, and white wine.
3) Spreads: This includes “Pâté,” made from S-Pure pork, cooked with eggs and black pepper, and “Rillette,” made from S-Pure pork seasoned with salt and herbs, delivering an authentic French taste.
Food entrepreneurs and customers interested in charcuterie products can visit at the La Comida Shop, located on the B floor of the Park Silom building. The shop is open for dine-in and take-away from 9:00 AM to 9:00 PM daily.
