CP Foods introduces “3C platform” for sustainable growth of Thai broiler Industry 

Charoen Pokphand Foods Public Company Limited (CP Foods) suggest that the “3C PLATFORM” is the key to success for Thailand’s broiler industry. The principle will enable Thai farmers to adopt more efficient and more sustainable business model as well as assuring consumers around the world on safety, hygiene and traceability throughout the supply chain.   

Dr Payungsak Somyanontanagul, DVM, vice president and head of CP Foods Animal Welfare Committee, said that the company has placed great importance on animal welfare practice and is one of the strategic goals of the company’s CPF 2030 Sustainability in Action. The company focuses on good health of animals, health of humans and health of the environment following the OIE’s one health concept. The company successfully applied 3C Platform to address the sustainable development in the broiler industry.  


The 3C Platform consists of Consolidation, Contribution and Collaboration will assure the safety, hygiene and traceability of Thailand’s broilers to consumers around the world. 

1C: Consolidation: The industry should consolidate and further develop its strengths in order to improve its competitiveness. He explained that Thai broiler supply chain has numbers of strong points such as advanced disease prevention system. CP Foods cooperates with the Department of Livestock Development to set up a poultry compartment system according to the standards of the International Organization for Animal Health (OIE) to proactively prevent the outbreak. Moreover, Thai chicken are raised in closed system houses following the high animal welfare principles. This allows the chickens to stay healthy thus reduce the chance of antibiotic use and, eventually, supporting One Health principle.  

2C: Contribution: The industry should focus on advanced technology development to increase efficiency, reduce costs and be environmentally-friendly. Moreover, the principles of BCG Model should be integrated into all aspects of business, covering feed, farm and food. Dr Payungsak pointed that CP Foods is currently working on multiple research and development projects such as alternative feed ingredient, Precision Nutrition, and Autogenous vaccine for Thai livestock to improve competitiveness of the industry and reduce dependence on imports. 

3C: Collaboration: Partnership and contribution from all related sectors are crucial for strengthening broiler industry competitiveness and to achieve the goal of development of product champion for the country.  


Asides this principle, CP Foods focuses on research and development to enhance animal welfare standard throughout the supply chain. To date, 100% of the company’s farm animals are raised according to five freedom principles under responsible and prudent antibiotics. The company has adopted Smart Farm to increase production efficiency and promote animal welfare in broiler farms. AI and automation enable CP Foods to control an environment and ensure good well-being of the animals within the farm, for example, the Smart Eyes system can track the food and water intake of animals in real-time, reducing the risk of disease human contact. 

In 2021, CP Foods has improved its score to Tier 3 on the latest version of Business Benchmark on Farm Animal Welfare (BBFAW) report, showing significant development in the areas of Innovation and Leadership as well as Performance Reporting and Impact.