The Mall Group is one of the most important business groups in Thailand: with 13 stores between Bangkok and Nakhon Ratchasima in the North-East of the country, the group has a plan for five more openings in the next five years, expanding its presence in Hua Hin and Phuket, two of the tourists’ favourite destinations. Furthermore, in the heart of Bangkok, the group owns the upscale Food Hall of Siam Paragon, a gastronomic mecca where one can find a surprising array of delicacies. In this ambitious growth plan, Italian products play a leading role in winning the hearts of an emerging cosmopolitan and affluent share of the population. Even a non-expert can cook a plate of pasta with success, not to mention the fact that Italian recipes can be easily translated to meet the local taste, points out Laurent Pousse, Assistant General Manager Fresh Delicatessen Group, who has been working for the past 18 months with TMG in Thailand after a 20-year career in the major markets of Asia and Australia. Italy has the friendliest, the simplest and the most delicious gastronomic culture in the world and that’s why The Mall Group is betting on it, more than on anything else. The Italian products alone are worth 5% of total sales of the food business of the group that exceeds 100 million baht a year, equals to €2.5 million. This figure is growing: the Thai consumers are more and more competent on the Italian cuisine, they know how to cook and want to learn how to do it better, adds Supawut Chaiprasitkul, Group General Manager Procurement Group. As a key ingredient for any Italian dish, olive oil represents the lion’s share of the sales with Bertolli brand in the first place, but De Cecco is making its presence noticed on a growing number of shelves. The Italian olive oils have to compete with Spanish and Australian brands and an increasing number of specialist oil like Flax Seed and Avocado Oil. The market is still young and we need to educate to the consumption of olive oil as a condiment and not for frying, goes on Pousse. Next, in the bestseller list there are pasta (Agnesi and De Cecco), snacks (Loacker), seasonings, wine, mineral water (San Pellegrino) and cheeses.
