Blue Elephant Group wraps exclusivity in a wrap of sustainability


That’s when he and his management team decided to revamp the packaging of all Blue Spices products, including their pastes, sauces, spices and cooking kits in 2020.

“The change is in the tiny details, you have to look closely to see it,” says Kevin, as he demonstrates their products.

All cardboard used for packaging comes from 100% Forest Stewardship Council certified trees, which means trees are harvested from responsibly managed forests that are socially beneficial, environmentally friendly and economically viable.

Additionally, the packaging has been redesigned to eliminate the use of a plastic film liner, more clear windows to prevent a non-toxic water-based plastic matte liner, and a smart lock pack to eliminate the use of glue or polyvinyl chloride. sticker.

Additionally, the packaging is labeled with a new logo to certify that the improvement is in the nature of more environmentally friendly packaging, Kevin points out.

As Blue Elephant, no one doubts our quality and authentic traditional Thai taste. However, with each change we need to add a little more delicacy that will appeal to our customers.“, Kevin noted.

He says the market has reacted favorably to the products. Blue Elephant sold 3.5 million units of products just before Covid. With people staying home during the pandemic and growing interest in Thai cuisine, it peaked at 4.6 million units, with curry pastes accounting for 70% of sales.

However, he thinks part of the reason people from other countries choose Blue Elephant isn’t just the great flavors, but also the innovative, eco-friendly packaging.

According to a study on “Thai Food in the Global Market” by Napavarn Noparatnaraporn, a biodiversity expert, one of the most important things that grab customers’ attention is creative and distinct packaging. In addition, food producers must be concerned about society, the environment and the global food market in the near future.

“Our largest market is the United States, followed by Switzerland, Austria, Israel and Hong Kong. The Netherlands, despite a one-year hiatus, could be added to this list as they have always been in the top 3 and are on their way back to the top 5,” says Kevin.

Blue Elephant Group wraps exclusivity in a wrap of sustainability

Kevin is currently moving forward with plans to expand his factory in Pathum Thani, where work has been temporarily suspended due to the pandemic. The new factory will be twice the size of the old one and will start production in 2024.

“The demand is growing. With the expansion of the factory, we can increase production, labor and use a more sustainable method. We are in the midst of a young generation that has just to step in. Hopefully we can keep going for the next hundred years,” says Kevin.

Blue Spices now offers four main product categories: ready to cook, ready to eat, ready to heat and ingredients.

“I think Blue Elephant is a great concept and my dream would be to have a Blue Elephant in every major city in the world. There are many places that deserve to have a Blue Elephant restaurant,” says Kevin.

Blue Elephant Group wraps exclusivity in a wrap of sustainability

Currently, four Blue Elephant restaurants are in operation: Bangkok, Phuket, Copenhagen and Malta. They have, however, managed to expand their Blue Spice products to 45 countries worldwide, with more new markets on the way.

In addition, they provide cooking-based curry pastes, dips and dressings to airlines, hotels and Thai restaurants, as well as Thai cooking classes.

Sustainability has been a buzzword for many years due to the global environmental crisis. The United Nations has declared climate change an emergency and urged all parties to do more to protect the environment.

Blue Elephant Group wraps exclusivity in a wrap of sustainability

The term is also considered a key secret to success for many businesses looking to expand and is expected to skyrocket in developing economies and emerging markets in the coming years.

Fortune Business Insights found that the global green technology and sustainability market is expected to grow from $13.76 billion in 2022 to $51.09 billion by 2029.


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