Central Group initiates a Social Enterprise Introducing a new model Jing Jai Farmers Market, becoming the first retailer to invite farmers to sell their produce for cash, starting with Udon Thani before rolling out to 9 other provinces in 2019

General Press Releases Tuesday November 13, 2018 11:55
Bangkok--13 Nov--Polyplus PR

Central Group supports local economy through its social enterprise Central Tham, introducing a new retail model Jing Jai Farmers' Market, a local market in which farmers can sell their produce for cash. Companies under Central Group join forces to share retail knowledge in order to help farmers increase their income and build a stronger community. The market will kick off in Udon Thani before rolling out to nine other provinces in 2019.

Pichai Chirathivat, executive director of Central Group, said that Central Group has initiated Central Tham with an objective to create jobs and opportunities in order to build stronger communities and improve quality of life sustainably. Central Tham uses the concept of Centrality, which pools together all companies in the Group as well as external partners from the private and public sectors. With Central's 70 years of experience in retail and supporting the society, Central recognizes the problems faced by farmers in our country, who cannot find suitable marketplaces for their produce. The Group, through Central Food Hall and Tops, has directly bought farm produce from Thai farmers over the past two decades for sale in over 270 branches nationwide, but there is more that can be done for our farmers. Therefore, Central Group has introduced Jing Jai Farmers' Market, a new retail experience which invites farmers to come sell their produce directly to customers, with an emphasis on hygienic, toxin-free and organic fruits and vegetables and ready-to-eat food. The farmers can get cash directly from their sale. This market will kick off on the mezzanine floor in front of Tops Market Central Plaza Udon Thani. On this 400 sq m space, fresh and clean produce from over 200 farmers and communities from 50 sub-districts and 20 districts in Udon Thani, taking turn to come sell their produce.

Strategically, Jing Jai Farmers' Market serves as a distribution channel for farmers and allows them to directly meet their customers. In terms of operation, Jing Jai Farmers' Market is a social enterprise in which Central Group's expertise in various fields is pooled together to benefit the society. For instance, knowledge about marketplace is supported by its department stores Central Plaza and Robinson Lifestyle, which also provide permanent space for Jing Jai Farmers' Market. Online business knowledge is supported by Central Food Hall's and Tops' online team, which helps with online business via LINE Official @jingjaimarket_udon and social commerce platform Central Tham Market. The farmers are also encouraged to sell their produce to companies under Central Group such as Centara hotels and CRG restaurants.

In terms of retail know how, Central Food Retail, which manages Central Food Hall and Tops, will help the farmers with retail system. Farmers can sell their products and get cash directly from their customers, or sell them through Tops. Either way, they will personally sell the products. Tops will help with their planning to ensure that their products suit the needs of customers, while also ensuring quality and safety. There is a toxin checkpoint, which is a collaboration among three parties: Tops, Udon Thani Provincial Public Health, and Udon Thani Rajabhat University. This is to ensure that people will get nutritious and safe food for consumption. Additionally, there will be on site media to provide health information and raise awareness about the importance of eating 400 grams of vegetables per day.

Marketing approach focuses on increasing awareness within the province through local media such as out of home media, signage in shopping mall, Jing Jai Farmers' Market Facebook page, and LINE. In addition to these are marketing tools, there will also be storytelling to illustrate the background of the products as well as the farmers so that customers can see their dedication. QR codes can be scanned at the market to view these stories. Central Group also invites the farmers to come sell their own products so that they can speak to their customers to get feedback and suggestions in order to improve their offerings in the future.

Jing Jai Farmers' Market recognizes the importance of environment issues, especially single-use plastic bags. Therefore, plastic bags will not be given to customers. Rather, paper bags are used for customers to carry fruits and vegetables. Customers are also encouraged to bring their own tote bag, and there are marketing activities and promotions to focus on reducing the use of single-use plastic bags, such as The 1 booth where customers can get a free bag during operating hours, and a promotion at Tops in which customers can get a free shopping bag with 250 baht spent.

Additionally, Central Group also supports communities in Udon Thani by presenting 300,000 baht to Na Dee Sub-District Vegetable Farmers Community Enterprise in Na Dee sub-district, Muang district, Udon Thani, so that they can build a packing workshop and buy vegetable cutting and packing tools. Their products include organic seasonal vegetables, brown rice products and dried vegetables. Their business generates employment and income for the community.

"Jing Jai Farmers' Market" is under Central Tham Social Enterprise Company. Farmers in each province can sell their products for cash so that they can generate income for their family, become self-reliant, and build a strong community. This project will kick off in Udon Thani, and roll out to nine other provinces in 2019 including Khon Kaen, Chiang Rai, Chiang Mai, Nakhon Si Thammarat, Saraburi, Surat Thani, Chonburi, Nontabury and Bangkok.


Latest Press Release

Fujitsu Thailand Celebrates Its 29th Anniversary, Organizes CSR Activity for Phrabatnampu Temple, Lopburi Province

Fujitsu (Thailand) Co., Ltd. or FTH celebrated its 29th anniversary, led by Mr. Toshiro Miura, Managing Director, and Ms. Krittinee Sivakul, Head of HR & Administration Group, along with employees of Fujitsu (Thailand) Co., Ltd. The company organized...

Global Debut of SORAYAMA Space Park by AMKK at Central Embassy in Bangkok 16th Oct 17th Nov 2019

The iconic lifestyle destination Central Embassy presents the global debut of "SORAYAMA Space Park by AMKK at Central Embassy", the World's revealing of the life-sized scale giant aluminum Tyrannosaurus (T-Rex) sculpture setting its feet on the...

Alibaba Launches News Portal for Thai Audience

Thailand is an important market for Alibaba Group on its globalization journey, and we aspire to keep our friends in Thailand abreast of the company's developments. Today, we are happy to announce the launch of "AlibabaNews Thai," our own Thai-language...

CP Foods is going green with sustainable packaging

Charoen Pokphand Foods PCL (CP Foods) has launched Sustainable Packaging Design and Development Projects and switching to eco-friendly packages in an effort to reduce number of plastic waste and using 100% sustainable materials within 2030. Mr Wuthichai...

MEDIA ALERT: Dutch Farm Group Are Not #Unification Church# Members

Family Federation for World Peace and Unification (FFWPU), commonly referred to as 'the Unification Church', was deeply alarmed to hear of the family being held in inhumane conditions on a farmhouse in the Netherlands. While we can confirm that one of...

Related Topics