TH true MILK and its brand positioning based on the word "TRUE".
(Baonghean) - “Making reconstituted milk powder would be profitable immediately, but I didn't do that. Instead, I chose the long-term investment path of raising dairy cows and processing clean, fresh milk for consumers. To this day, I am proud to see that consumers have ‘profited’ by using the best fresh milk products from our homeland.” This is the sentiment of Ms. Thai Huong - founder of TH Group.
 |
| Ms. Thai Huong, the founder of TH Group, remains steadfast in her commitment to producing clean, fresh milk. Photo: PH |
Those who have followed the development of TH true MILK will understand her, understand how she positioned the brand from the word "AUTHENTIC" to create the most beloved fresh milk brand in Vietnam.
Choosing the most arduous path – investing in agriculture, growing grass, raising cattle, and processing milk – Ms. Thai Huong's consistent business philosophy is not to maximize profits at all costs, but to rationalize benefits, always focusing on the community and the interests of consumers. "Good wine needs no bush," and TH true MILK currently holds 40% of the fresh milk market segment. From that challenging path, she and the TH Group have achieved great success, creating four revolutions that have led the market.
 |
| Children in Thung Khang village, the most remote village in Quy Chau district, drink TH SCHOOL MILK as part of the "School Milk Program". Photo: PH |
The Fresh Milk Revolution
In contrast to the period before 2008, Vietnamese milk was virtually unknown on the world map. TH Group created the first revolution – the clean fresh milk revolution – opening a new path for the Vietnamese dairy industry. From a $1.2 billion dairy farming and processing project, in just five years – by 2015 – TH Group had made its mark with the largest high-tech dairy farm in Asia. To produce the best glass of milk, TH applied the most modern technologies in the world. Prior to this, Vietnamese milk products had existed for decades, but had never won any fresh milk awards. From 2010 to the present, TH's fresh milk products have consistently received international awards such as World Food Moscow (four consecutive years from 2015 to present), ASEAN Best Food Product 2015, Gulfood Dubai 2016, and Stevie Awards 2018.
If the first revolution originated from the founder's high-tech "golden key," the next three revolutions stemmed from her heart, from her affirmation that "humanistic philosophy is the guiding light that illuminates the brand."
The dairy market transparency revolution
In early 2015, the price of powdered milk on the world market dropped by 50% compared to early 2014. If purchased, it would only cost 6,200-6,300 VND/liter of liquid milk, while the price of fresh raw milk from farmers was 13,000-13,500 VND/liter. Some businesses saw the profit potential of powdered milk and lost interest in purchasing fresh milk from farmers. Many farmers had to discard their milk, and some even went bankrupt.
Farmers discarding milk and consumers' lack of understanding about milk ingredients is a consequence of a historical factor: the lack of clarity and transparency in the National Technical Standard for Liquid Milk Products (QCVN 5-1:2010/BYT). Instead of reflecting the origin of the input materials as "fresh milk" or "milk powder," the standard uses the term "sterilized milk," which only reflects the heat treatment method in the processing technology.
From 2011 to the present, Ms. Thai Huong has attended 82 different seminars and conferences, and sent official letters to the National Assembly to fight for transparency in the Vietnamese milk market. For its part, TH Group has been a pioneer in clearly stating the origin of raw materials on product packaging. Under Ms. Thai Huong's consistent guidance, TH has put forward numerous recommendations and proposals requiring businesses to clearly state the origin of raw materials on product packaging, and for authorities to review, inspect, and classify milk products currently on the market and strictly handle violations. TH Group was also the first company in Vietnam allowed to label its products as "fresh and clean milk."
Thanks to the tireless efforts of Ms. Thai Huong and TH Group, the Ministry of Health has issued a document clearly distinguishing fresh milk from reconstituted milk, mixed milk, and blended milk in Vietnam.
 |
| A chip attached to the cow's leg – a smart device that can detect mastitis in cows up to four days in advance. Photo: PV |
"We will bring Vietnamese agriculture to the world with the strictest standards, entirely derived from nature. For a brand to endure over time, once established, it must be pursued persistently in any circumstances, and human values are the guiding light that illuminates the brand," the Vietnamese dairy businesswoman stated at the 2017 Global Women's Summit in Japan.
From the very beginning of laying the foundation for the clean fresh milk industry in Vietnam, the vision of the leader has oriented the quality of all TH products to be at an international level, always ready to go global. December 17, 2015 became one of the memorable milestones for TH Group when it initiated the production of organic fresh milk according to European standards EC834-2007, EC889-2008; and US standards USDA-NOP in Vietnam. On the same day, TH received organic certifications for its FVF brand vegetables and fruits and medicinal ingredients of TH Herbals.
Currently, TH Group continues to focus on fruit trees, medicinal plants, developing the economy under the forest canopy, and building raw material areas linked to the processing of clean fruit juices and medicinal beverages to serve the domestic and export markets.
A revolution in school milk standards.
The fourth revolution is linked to Ms. Thai Huong's initiative on school milk. Since 2013, TH Group has collaborated with the National Institute of Nutrition, inviting French experts to conduct clinical research on school milk, which is fresh milk fortified with micronutrients. In subsequent years, TH Group implemented a pilot model in Nghe An. These activities laid the foundation for the Government to issue Decision 1340/QD-TTg implementing the National School Milk Program and subsequently Decision 5450/BYT on the use of fresh milk products for the program.
The school milk program is currently being implemented in many localities across the country. And the school milk revolution is far from over, because TH is still fighting every day to create a standard for a glass of school milk - that is, a glass of clean, fresh milk.
"I want the best milk for Vietnamese children," Ms. Thai Huong always affirms, "There is only one standard for milk used for children in the school milk program - and that is fresh milk." That is the best milk, created by factors such as dairy cow breed, care and veterinary practices, milking procedures, and processes for detecting and warning about residues of banned pesticides, so that children are not at risk of premature puberty.
At the recent conference summarizing 10 years of implementing Resolution No. 7 of the 10th Central Committee, Prime Minister Nguyen Xuan Phuc praised TH Group for its immense contributions to society, not only in the dairy industry but also in caring for public health, despite having been in operation for nearly 10 years.
The Prime Minister's remarks also reflect TH's aspirations since its inception. The founder has always desired to create the greatest value: for public health; entirely from nature; and with superior thinking and a harmonious balance of interests.
And certainly, stemming from that aspiration, revolutions for the community have never ceased.