Chia Tai Seed leads as top seed producer in Thailand and Asia, aiming to reinforce Thai agriculture for global market competitiveness

Date:08-23-2024

″Through the proactive implementation of market-driven strategies, Chia Tai is capable of developing unique plant varieties that effectively meet the demands of farmers, distributors, and consumers at large, thereby establishing us as the leading seed provider in Thailand and across Asia." Mr. Supat Mekiyanon, Vice President of Seed Business at Chia Tai Company Limited. 

Nowadays, a wide variety of vegetables is available in the market for consumers to choose from, each with its own unique characteristics. For instance, Chinese kale, cucumber, chili, and tomato are offered in many different varieties. This diversity ensures that agricultural produce is available in sufficient quantities to meet market demands. 

And when it comes to delicious watermelons with a sweet and crisp texture or large pumpkins with a firm and sweet flesh, most people tend to think of Chia Tai's renowned seed varieties, such as the Sonya Plus Watermelon, Meya Watermelon, Thumb Up Watermelon, Thong Ampai Pumpkin, or Thong Amphan Pumpkin, each distinguished by its own unique characteristics and strong selling points. In fact, this remarkable diversity reflects the longstanding commitment of Chia Tai Seed by Chia Tai Company Limited, Thailand’s leading innovative agricultural company, to developing and prioritizing high-quality seed varieties in a bid to successfully solidify the company’s position as a market leader both in Thailand and across Asia. 

Chia Tai Seed, the company’s pioneering business in delivering high-quality agricultural inputs to Thai farmers, is currently under the management of Mr. Supat Mekiyanon, Vice President of Seed Business at Chia Tai Company Limited. This business unit has gradually evolved from an Input Provider to a Solution Provider, offering comprehensive success formulas in agriculture as well as high-quality seeds to both domestic and international markets. With an impressive portfolio of as many as 485 varieties across 42 plants, Chia Tai Seed provides a wide range of plant options for farmers to cultivate efficiently. Last year, Chia Tai Seed has successfully developed seeds for high-value plant categories, including the Black Bomb 006 Watermelon, Chomthap Wax Gourd, and Waxy Iris Glutinous Corn, all of which have been well-received by farmers, distributors, and consumers. 

Mr. Supat further elaborated, ″As for this year’s business direction, Chia Tai Seed is committed to significantly advancing and expanding our operations to support sustainable agriculture. Our goal is to position ourselves as a Solution Provider while maintaining a strong emphasis on the development of plant varieties and seed quality. Particularly, we will continue to focus on key plant categories, such as watermelon, cucumber, cabbage, and pumpkin, where we have long held a leadership position in the market. We aim to distinguish ourselves through innovations that go beyond advanced technologies to include new work processes, thereby ensuring that Chia Tai’s seeds continue to possess the highest quality and sustain our prominent position in the popular seed market in Thailand and across Asia.″ 

Integrating Innovation into Work Culture and Build Differentiation to Achieve Superior Seed Varieties 

Chia Tai Seed prioritizes innovations at work with an aim to pioneer groundbreaking developments that eventually make meaningful and positive difference. Chia Tai Seed's research facility at Dr. Manu Chiaravanond Building located within Chia Tai Research Station in Kanchanaburi Province focuses on creating high-quality plant varieties that are disease-resistant and adaptable to various weather conditions, thereby helping farmers in managing climate change. Chia Tai Seed mainly utilizes three types of research technologies: Biochemistry and Molecular Biology, Cell Biology, and Pathology. Moreover, the seed quality testing laboratory at Chia Tai Omnoi ensures that seeds meet high standards for germination rates and disease resistance. Last year, Chia Tai Seed was honored to receive certification from the Department of Agriculture for pest testing standards, recognizing that Chia Tai's operational practices are on par with the international benchmarks. 

Market-Driven Strategies Towards Leadership in Thailand  

Chia Tai Seed consistently identifies gaps in the market, carefully analyze them, and diligently seek solutions to address these gaps. Chia Tai Seed's approach focuses on proactive, or ″Market-Driven″ strategies that enable Chia Tai Seed to breed seed varieties that cater to consumer demands not yet met by the market. For example, by recognizing the growing trend for crisp watermelon as opposed to the traditionally popular mealy watermelon varieties, Chia Tai Seed has introduced a new watermelon variety with a crisp and flavorful texture, effectively appealing to watermelon lovers while also effectively strengthening our market presence. 

Chia Tai Seed's development principles are mainly centered on meeting the needs of three key groups. First, Chia Tai Seed aims to support fellow farmers by enabling them to efficiently cultivate high-value crops and achieve optimal results. Furthermore, for distributors, Chia Tai Seed focuses on helping them secure favorable price points and generate added value. Finally, Chia Tai Seed strives to provide consumers with a reliable food source that is not only affordable, but also offers superior agricultural produce that is delicious, safe, and beneficial. 

This year’s new highlighted plant varieties showcase some notable examples. To illustrate, the Sonya Pro Watermelon ″Large Size and Preferred by Professionals″ stands out with its firm texture, sweet taste, and long shelf life. Also, the seedless Magnum Watermelon ″Juicy and Sweet Flavor without Seeds″ introduces the market with the latest addition of seedless watermelon variety. Moreover, the Bella Cucumber ″Abundant, Long-Lasting and Well-Shaped Fruit″ is remarkably distinguished by its nice green skin. Finally, the Noppakao 72 Pepper ″Thick Texture, Plentiful and Quick Yield″ gives a sizable fruit with smooth and shiny skin as well as firm texture that endures transportation. Obviously, these varieties introduce several improved characteristics that enhance cultivation, sales, and consumption, ultimately contributing to a greater diversity of options, promoting sustainability in agriculture, and strengthening food security. 

Positioning Thailand as a World-Class Leader in Agriculture is Chia Tai Seed's Ultimate Goal 

On the international stage, Chia Tai aims to highlight the success of seed breeding as a national representation of Thailand, rather than solely as Chia Tai. In essence, Chia Tai aspires to showcase the achievements of Team Thailand, while also demonstrating that Thai agriculture can proudly compete on a global scale. This is to enhance food security and promote sustainability in agriculture in alignment with Chia Tai's vision to be the undisputed agribusiness leader that leverages innovative agriculture to offer food sustainability for the quality of life of people.