TH true MILK and brand positioning from the word TRUE
(Baonghean) - "Making reconstituted powdered milk would have been profitable right away, but I didn't do it and chose the long-term investment path of raising dairy cows and processing clean fresh milk for consumers. Up to now, I am proud to see that consumers have "profited" by using the best fresh milk products from their homeland." That is the sentiment of Ms. Thai Huong - founder of TH Group.
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| Ms. Thai Huong - Founder of TH Group is steadfast in her commitment to clean fresh milk. Photo: PH |
Those who follow the development of TH true MILK will understand her, understand how she positions the brand from the word "REAL" to create the brand value of the most beloved fresh milk product in Vietnam.
Choosing the most arduous path of investing in agriculture - growing grass, raising cows, processing milk, Ms. Thai Huong's consistent business philosophy is not to optimize profits at all costs, but to rationalize benefits, always towards the community, for the benefit of consumers. "Good wine needs no bush", TH true MILK currently occupies 40% of the fresh milk segment. From that arduous path, she and TH Group have achieved great achievements, creating 4 revolutions leading the market.
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| Children in Thung Khang village, the most remote village of Quy Chau district, drink TH SCHOOL MILK under the "School Milk" program. Photo: PH |
Fresh milk revolution
In contrast, before 2008, Vietnamese milk was not yet on the world map. TH created the first revolution - the fresh milk revolution, opening a new path for the Vietnamese dairy industry. From the $1.2 billion dairy farming and milk processing project, after only 5 years - in 2015, TH Group made its mark with the largest high-tech dairy farm in Asia. To get the best glass of milk, TH applied the most modern technologies in the world. Before that, Vietnamese milk products had existed for decades, but there had never been a fresh milk award. From 2010 to now, international awards have continuously called out TH's fresh milk products such as World Food Moscow (4 consecutive years from 2015 to present), ASEAN Best Food Product 2015, Gulfood Dubai 2016, Stevie Awards 2018.
If the first revolution originated from the founder's high-tech "golden key", the next three revolutions came from her heart, from the affirmation that "humanistic philosophy is the guiding light, illuminating the brand".
The milk market transparency revolution
In early 2015, the price of powdered milk on the world market decreased by 50% compared to early 2014. If bought, the price of liquid milk was only 6,200 - 6,300 VND/liter, while if buying raw fresh milk from cow farms, it was 13,000 - 13,500 VND/liter. Some businesses saw the profit from powdered milk and were no longer interested in farmers' fresh milk. Many farmers had to dump milk, even going bankrupt.
Farmers spilling milk and consumers not understanding milk ingredients is a result of a historical factor: the lack of clarity and transparency of concepts in the National Technical Regulation for liquid milk products (QCVN 5-1:2010/BYT). In which, instead of reflecting the origin of the input materials as "fresh milk" or "powdered milk", the Regulation uses the concept of "Sterilized milk", which only reflects the heat treatment method in the processing technology.
Since 2011, Ms. Thai Huong has attended 82 different seminars and conferences, and sent official dispatches to the National Assembly to fight for the transparency of the Vietnamese milk market. For its part, TH has been a pioneer in clearly stating the origin of input materials on product packaging. Under Ms. Thai Huong's consistent direction, TH has made many recommendations and proposals to require businesses to clearly state the origin of input materials on product packaging and that authorities need to review, inspect, and classify circulating milk products and strictly handle violations. TH is also the first company in Vietnam to be allowed to state on packaging that it is fresh milk.
With 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, fresh milk and mixed milk in Vietnam.
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| Chip worn on cow's leg - smart device that can detect mastitis in cows 4 days in advance. Photo: PV |
“We will bring Vietnamese agriculture to the world with the strictest standards coming entirely from nature. For a brand to live forever, once it has been positioned, it must be persistently pursued in any circumstances and humanity is the guiding light, shining for the brand”, the Vietnamese milk woman said at the 2017 Global Women's Summit in Japan.
And right from the foundation of the fresh milk industry in Vietnam, the vision of the leader has oriented the quality of all TH products to international standards, to always be ready to go out into the world. December 17, 2015 became one of the memorable milestones of TH Group when it initiated the production of organic fresh milk according to European standards EC834-2007, EC889-2008; American standards USDA-NOP in Vietnam. On the same day, TH received organic certifications for FVF branded vegetables, tubers, fruits and medicinal ingredients of TH Herbals.
Currently, TH Group continues to enter the fruit and medicinal plant groups, develop the economy under the forest canopy, build raw material areas associated with processing clean fruit juice and medicinal drinks to serve the domestic market and export.
Revolution in school milk standards
The fourth revolution is associated with the initiative of Ms. Thai Huong on school milk. Since 2013, TH Group has cooperated with the National Institute of Nutrition, inviting French experts to conduct clinical research on school milk which is fresh milk supplemented with micronutrients. In the following years, TH Group implemented a pilot model in Nghe An. These activities created the foundation for the Government to issue Decision 1340/QD-TTg to implement the National School Milk Program and then 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 not over yet, 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 breeds, care processes, veterinary, milking processes, detection processes and warnings about prohibited pesticide residues, so that children are not at risk of early puberty.
At the recent conference summarizing 10 years of implementing Resolution 7 of the 10th Central Committee, Prime Minister Nguyen Xuan Phuc praised TH Group for its great contributions to society, not only in the dairy sector but also in caring for community health.
The Prime Minister's comments are also TH's aspiration since its inception. Because the founder always wants to create the greatest value for community health; Completely from nature and superior thinking and harmonizing benefits.
And certainly, from that aspiration, revolutions for the community have never stopped.
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