Bangkok: Kani Family is positioning itself as a leader in the surimi seafood industry at THAIFEX 2026, with plans to aggressively expand into the global market. The company aims to transform from a producer to an international brand, targeting revenue exceeding 4 billion baht through strategies focused on product innovation, market expansion, and sustainable business practices.
According to Thai News Agency, Lucky Union Foods Co., Ltd. (LUF), the producer of the "Kani Family" brand, is implementing a comprehensive market expansion strategy in 2026, utilizing THAIFEX - Anuga Asia as a pivotal platform for international market penetration. The company seeks to increase total revenue from both domestic and international markets amid intensifying competition in the processed food sector.
Ms. Siriwan Taweepruangudom, Managing Director of LUF, explained that LUF's participation in THAIFEX - Anuga Asia extends beyond exhibition. The company aims to establish a network of business partners, fostering trade negotiations to broaden its customer base across Asia and prospective global markets. This approach underscores LUF's growth trajectory beyond the domestic sphere.
A central element of LUF's strategy is rebranding as "The Surimi Seafood Leader," under the theme "The Future Wave of Surimi Seafood." This strategy emphasizes product innovation and quality, tailored to meet modern consumer lifestyles. The company is transitioning from a production-focused role to a prominent brand owner, investing in advanced machinery and production technologies to enhance product quality and support future product innovation. This aligns with the expanding ready-to-eat and ready-to-cook food market, which is expected to grow continuously.
During the event, LUF showcased new products, including cheese-filled fish buns, Singaporean-style fish balls, and rugby-shaped fish balls. The company also expanded its crab stick line, introducing 'Poo Finn,' a Japanese-style crab stick in a large pack. Additionally, LUF presented products catering to both ready-to-cook and ready-to-eat meal markets, targeting both B2C and B2B segments.
Ms. Siriwan highlighted the company's competitive strengths, including high-quality raw materials, consistent taste, and adherence to international production standards such as GMP, HACCP, MSC, ISO22000, ISO45001, and HALAL. These standards bolster confidence among global partners and consumers. The company invests in production technology, storage, and cold chain logistics to ensure product quality upon delivery.
LUF also emphasizes sustainable operations, adopting an Eco System approach that focuses on efficient resource use, minimizing environmental impact, and developing eco-friendly packaging. This strategy is not solely for enhancing corporate image but is crucial for increasing competitiveness in a market where environmental concerns are increasingly significant to consumers.
The processed seafood market is projected to grow over the next 3-5 years, especially in segments prioritizing convenience, safety, and quality. However, challenges such as intense competition and changing consumer behavior require continuous product development and differentiation. Kani Family's involvement in THAIFEX 2026 signifies LUF's evolution from a producer to an international brand, employing a strategy of innovation, market expansion, and sustainable practices to achieve long-term growth and establish itself as a leading global processed seafood brand.