The Thai Department of Foreign Trade (FTA Fund) (April 2008-September 2011)

The Beef Competitiveness Enhancement Project was a two phase project sponsored by Thailand’s Department of Foreign Trade, Ministry of Commerce, under the Free Trade Agreement (FTA) Fund.

Implemented by Kenan Foundation Asia, the first phase of the project enhanced the competitiveness of beef feedlot farmer cooperatives in Sakon Nakhon, Nakhon Pathom, Mukdahan, and Sa Kaeo provinces through cluster development. The second phase of the project focused on regional market expansion and franchising. Thai beef feedlot farmers were struggling to successfully export their products to key regional markets. The situation stemmed from two related issues, namely, the segmented nature of the Thai beef industry and poor foreign perception of Thai beef. The Project bolstered the Thai Beef industry by enhancing its domestic operations, and by enhancing its reputation abroad. To achieve this Kenan staff utilized cluster development philosophies in designing program activities and conducted a study on the logistics of beef export to Cambodia, Laos, Myanmar, and Vietnam (CLMV) and methods to improve marketing strategies with brand development and franchising. Kenan also developed three franchising models, including a butcher shop, a steakhouse, and a burger kiosk, as alternative distribution systems for cooperative beef products.