Thailand is on track to secure a top rank among global processed food exporters by 2027, driven by dramatic developments in its food processing industry. While the adequate availability of raw materials coupled with impetus from the government is driving the advancement, there is also a gradual shift in consumer demand for unique, yet convenient, and safe food products, propelling business leaders to embrace the rapid inflow of technologies and constantly brainstorm innovations in the sector.
But only a few are successful in catering to the rising needs while keeping the products fresh and of international standards without deviating from catalyzing the development of the workforce and organization alike. This exactly sums up the enviable track record of Dr. Bundit Jumras, an astute professional and one of the visionary leaders behind Hylife Global Food, an emerging manufacturer and exporter of processed foods, vegetables, and allied products in Thailand.
Hylife Global Food was founded in 2022 to fuel the overarching vision of its parent company, Hylife Group, a leading name in the realm of real estate development, asset management, and medical mask manufacturing. While the core business of Hylife Global Food is processing ready-to-eat fruits and vegetables, an important distinguishing feature is its vast range of fresh and nutritious snacks with no seasoning, gluten, refined sugar, or other preservatives, which facilitates the good health and happiness of consumers.
The products are made in its advanced manufacturing plant in Doi Lor district, Chiang Mai, Thailand, and are sold domestically as well as exported under the brand names, Funco and Finco. Currently serving as the CEO of such a promising entity, Dr. Bundit Jumras is instrumental in integrating his wealth of experience and expertise to reinforce the company’s commitment to quality, sustainable practices, and innovative initiatives.
Using the dynamically changing demands of customers as the basic principle, Hylife Global Food uses smart technologies to incorporate minerals, nutrients, and freshness in the products while also improving shelf life. For example, its vacuum fry uses a comparatively lower temperature of 85–95 degrees Celsius in a vacuum environment and only 3 percent of rice bran oil content, as opposed to the standard snacks. “We plan to incorporate innovation from the factory design stage to closely and continuously monitor the production plans, yield, and costs in real-time through CCTV and IoT systems,” shares Dr. Bundit.
The initial design not only reduces costs for both the company and its customers but also equips it to prioritize investments in waste control and other potential breakthroughs like intelligent inventory control systems. The company also wishes to educate its partners and growers on good agricultural practices with equal attention to implementing good hygiene practices, Hazard Analysis and Critical Control Points (HACCP), and the British Retail Consortium Global Standards (BRCGS) to guarantee food safety and quality at every stage of the processing and supply chain.
A Strategic Decision Maker
According to Dr. Bundit, budding entrepreneurs, in the pursuit of quick success, often overlook the significance of adequate preparation, accurate market research, and strategic planning in stages. “Analyzing the cost per unit in terms of the entire production process and supply chain logistics is also equally important,” he adds. Besides, the seasonality of raw materials can sometimes slow down food processing companies’ responses to their expectations of the customers. Yet this, as Dr. Bundit says, can be averted by aligning production plans with seasons to provide the best-quality products at the lowest cost. “Decision-making situations can be categorized into two types. The first one is quick, simple, and reversible, and the latter, however, is irreversible and causes potential damage,” explains Dr. Bundit. He understands that these two types of decisions require different tools and processes and has established a systematic strategy, comprising gathering ample information, a thorough review process, and a contingency plan in case of any adverse outcomes.
According to Dr. Bundit, budding entrepreneurs, in the pursuit of quick success, often overlook the significance of adequate preparation, accurate market research, & strategic planning in stages
Dr. Bundit believes that a CEO’s responsibilities primarily include onboarding A-players in the team, who fit well with others and can work effectively with different generations, especially Gen Z. He walks the talk and ensures that the team is always bound by the values of Hylife Global Food, which foster a cohesive work environment and a growth-driven, goal-oriented, and result-focused mindset in the personnel, enabling them to seamlessly balance innovation and traditional work practices. Open communication across the company also adds a competitive advantage by strengthening team bonds and inducing adaptability. He also makes sure to conduct a weekly management review (WMR) to reduce conflicts and boost inter-departmental assistance.
Apart from a monthly and annual performance evaluation system that combines objective key results (OKRs) with key performance indicators (KPIs), the company has also formed a talent group in which 5–10 percent of emerging leaders are selected for further executive training programs, thereby coaxing the workforce to set challenging goals, reach their full potential, and reap well-deserved developmental benefits and opportunities.
Dr. Bundit actively upholds Hylife Global Food’s emphasis on future-proofing and achieving sustainability. This can be exemplified by the company’s implementation of a solar cell system in the form of a power purchasing agreement (PPA), which not only reduces energy usage but also stands as a testament to the organization’s contributions to carbon neutralization in the future. The company is currently looking forward to foraying into global markets, eyeing domestic and export opportunities, with 60–70 percent targeting exports. Utilizing its customer network from international exhibitions, the company seeks to create around three new product development plans (NPD) that are backed by detailed market research to deliver long-term value, speed, and convenience to the customers.
Dr. Bundit Jumras, CEO
Dr. Bundit Jumras is the CEO of Hylife Global Food, a rising force in Thailand's processed food industry. Under his leadership, the company, founded in 2022, blends innovative technology with sustainable practices to produce fresh, nutritious snacks, positioning itself as a key player in global food exports by 2027.
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