Customer Responsibility
Decent Work and Economic Growth
Responsible Consumption and Production
Partnerships for the Goals
Importance and Mission
Ichitan Group Public Company Limited, as a leading beverage manufacturer in the country, places importance on delivering quality products that are delicious, diverse, and safe for consumption through modern production innovations. The Company is committed to developing and producing quality, hygienic, and safe products under a good environment, promoting energy conservation, and preventing pollution through an integrated management system of efficient international standards.
With today’s rapidly changing consumer behaviors, the Company is committed to constantly dedicating itself to researching and developing new products to meet the endless demands of the beverage business market. This includes the release of products that care about consumers’ health and the promotion of products with the “Healthy Choice Logo,” along with complying with relevant business regulations and laws. We also emphasize responsible communication and the continuous promotion of marketing activities that respond to the highest satisfaction of business partners and consumers.
Stakeholders Directly Impacted
Consumers
Employees
Society and Community
Business Partners / Creditors
Goal and Performance Highlights
Goals
Performance Highlights
Received the
Received the
Developed and modified
Supported the sustainability plan with PTT GC through the “Can you give used bottles to me?” activity which was an activity carried out by Ichitan employees under the
Management Approach
Product Development and Determining Marketing Strategies
The use of modern production innovations is supported to produce high-quality, clean and safe products, develop products to have delicious tastes and meet consumer needs, determine appropriate marketing strategies, and create strong brands that are consistent with suppliers and target consumer groups.
Promotion of Good Relationships with Business Partners
Business cooperation projects are implemented in terms of product research and development, and integrated marketing communications to further create added business value and sustainable growth together, taking into account the benefits and shared consumer experiences as important.
Creation of Maximum Satisfaction for Suppliers and Consumers
Supplier and consumer satisfaction are continuously surveyed and assessed to develop and improve new products, processes, and marketing campaigns to respond to rapidly changing consumer behavior.
Confidentiality and Protection of Personal Data
Channels for communication and complaints are provided for consumers by informing them about the personal data protection policy, and having a strict process for tracking and inspecting data management to prevent personal data breaches.
Responsible Communication
Marketing communication is performed ethically and fairly to consumers. There is a process for controlling the display of beverage product labels correctly and strictly according to local laws for domestic sales and for export, and nutritional information and important information are specified on the label correctly, clearly, and adequately.
Approaches to Product Quality and Safety Management
Upstream Process – Safe Procurement
There are criteria for procurement from suppliers with transparency, emphasizing quality and safety of products, raw materials, packaging in accordance with relevant standards and legal requirements through quality control of raw materials, packaging, chemicals used in the cleaning process from the beginning.
Midstream Process – Quality and Safety Control Throughout the Production Process
There is a systematic control of production quality and product safety by appointing a food safety team to be responsible for identifying, analyzing, and assessing hazards possibly arising at every step throughout the food chain until reaching consumers, and determining those hazards as critical points that must be controlled, verified, and confirmed continuously.
When there is a new product, before starting production, critical control points will be assessed according to the principles of the Hazard Analysis and Critical Control Point (HACCP) system to control product quality. During production, there are tools for strict quality inspection with automatic detectors. The staff randomly inspect according to the specified plan, and automatic data recording is done so that data can be traced back.
Products during production and finished products are analyzed in the Company's laboratory to analyze physical, chemical, microbiological, and sensory aspects to certify that products are qualified and safe.
Downstream Process – Product Quality Assurance and Complaint Tracking
Quality assurance of finished products before being relased from the factory includes data review, various analytical results, random product inspection during transportation, and keeping retain samples throughout the shelf life for random analysis of products after expiration to serve as product samples when there are complaints. There is also a process for tracing product information to track the origin of the product, starting from the raw material reception stage, the production process, to storage in the warehouse, to use as information for product tracing.
Implementation and Performance
Food safety is an important issue that consumers are increasingly interested in every year. Therefore, the company places importance on this issue to ensure product safety for consumers, and reduce the risk of consumers coming into contact with contaminated food. Beverage production is a multi-step process that is full of responsibility for consumer safety. Therefore, maintaining food safety standards is something that should not be overlooked. The Company is committed to strictly adhering to standards in accordance with the law, and demonstrate compliance in all processes and food safety testing procedures according to the standards, which have guidelines set forth to control and prevent food hazards throughout the food chain. The focus is on ensuring that food production and distribution meet safe and quality requirements, which are standards set by international and national organizations.
The Company has carried out quality management operations, and certified various standards as follows:
GMP FDA No.420
GHP Codex Alimentarius
HACCP Codex Alimentarius
FSSC22000 Version 6.0
ISO22000:2018
ISO9001:2015
ISO14001:2015
ISO50001:2018
ISO/IEC17025:2017
ISO/IEC27001:20022
HALAL CICOT
MUI HALAL
Green Industry Level 5
Carbon Footprint for Organization (CFO)
The Company has arranged a forwards and backwards product traceability system, which can track data throughout the supply chain, from raw material reception, production, processing, transportation, distribution until the product is delivered to consumers. Each step must collect product production data for quick traceability to track the source of the production process, such as production date, production lot, etc. The Company gets benefits from this operation as follows:
- Use as data for optimizing the production process.
- Support quality control, such as stock control, efficiency of raw material use, including product characteristics and sources of raw materials, which will help the quality management process be efficient.
- Support the efficiency of product recall and withdrawal by tracing data quickly when a problem occurs, reducing the impact that may occur from business disruptions. Importantly, this system can help control food safety before products reach consumers. The traceability system can indicate the real cause of the problem, and build confidence in the organization.
Traceability Process for Raw materials, Packaging and Products
- In case of receiving complaints or when requesting to recall/withdraw products due to non-compliance with the requirements of raw materials, packaging or finished products
- The research and development section prepares raw materials, and sets standards for raw materials, packaging, in-process products and finished products. The names or codes used to refer to the standards for raw materials, packaging, in-process products and finished products are used as information for identification and traceability.
- The warehouse and delivery section receives them according to the quality inspection of raw materials and packaging, stores and disburses according to the details in the raw material or packaging transfer form, and records the details.
- The quality assurance section reviews the quality of raw materials and packaging.
- The production section disburses raw materials and packaging by filling in the details in the raw material transfer form before bringing raw materials and packaging into the production line. Then, the finished goods information is sent to the warehouse and delivery section.
- The quality assurance section reviews the production process control, and is responsible for analyzing the quality of raw materials, packaging and finished products according to the service request form, and analyzing the quality of raw materials and packaging.
- The warehouse and delivery section stores and distributes them.
- The quality assurance section reports the traceability of raw materials, packaging, production processes, and finished products; collects relevant documents and records; and analyzes the causes of arising problems.
- The traceability is randomly tested to check whether the system can trace back quickly and efficiently.
Traceability Process
The Company is committed to researching and developing products with a variety of flavors that are delicious and appealing to consumers, as well as expanding the beverage product portfolio to be more diverse. In the past year, Ichitan's beverage products consisted of 6 product groups as follows:
Ichitan Green Tea
The No.1 green tea brand trusted by consumers has been continuously developing new flavors. In 2024, Ichitan Green Tea 500 ml. was modified to be eco-friendly packaging to lead the way to sustainable packaging development in the future. In collaboration with “Mackcha”, a national artist, through the character “Chalotte”, the “RELIFE” Campaign was run to revive used plastic packaging by reaching out to a new generation who care about environment. The campaign was welcomed impressively.
Yen Yen
Herbal beverage products are suitable for Thailand's hot weather. With the campaign “Hot and Spicy can be fought with Yen Yen”. In 2024, the Company is aware of the economic situation that affects the burden of suppliers and consumers. Therefore, it has organized activities continuously to return profits to consumers throughout the year, such as collecting Yen Yen box lids to exchange for a free box of Ichitan green tea honey lemon flavor. In addition, the implementation of a collaboration project with a world-class trading partner, “Nestlé (Thailand)”, joined hands to develop “La Frutta Ice Cream” to penetrate the teenage market in the ice cream market, which has been impressively welcomed, expanding success from the joint product development last year.
Shizuoka
A premium green tea brand, a healthy drink product, uses 100% imported tea leaves from Japan. In 2024, Shizuoka launched a new flavor product, “Shizuoka Jasmine Mildly Sweet,” to provide consumers with more choices, which was also very well-received by consumers.
PH plus 8.5 Alkaline water
Information from the Ministry of Public Health indicates that Thailand has a continuously increasing incidence of diseases, which is a major national problem. Therefore, the Company has researched and developed Ichitan alkaline water products to promote consumers to access quality beverages that are beneficial to the health of Thai people, so that they can drink it every day to maintain the body's balance. In 2024, health activities were continuously organized for consumers, such as activities in hospitals, activities in public parks, and running events etc. In addition, in 2024, Ichitan alkaline water has changed its plastic packaging from the original blue to clear rPET packaging so that such clear packaging can enter the circular economy system by recycling and reusing (rPET) sustainably in the future.
Tansansu
“Tansansu” is a Korean-style soda drink with 0% sugar that has been developed to penetrate the Gen Z consumer group who love Korean culture. The Tansansu brand focuses on conducting fun marketing activities with consumers. In 2024, the Tansansu brand relaunched its popular flavored products, including “Tan San Su Yummy Love”. In addition, the Tansansu brand has joined the Songkran Festival at Think Park, Chiang Mai Province, by allowing participants to join the event for free. There was also an environmental promotion activity called “Can you give used bottles to me?” Activity to collect plastic bottle packaging from students, and the general public to return to the Tan San Su brand, and exchange for a Tansansu drink as a thank you gift. All used plastic bottle packaging that had been collected were sent to the recycling process to be re-produced into rPET bottle packaging. This is a collaboration project between ICHITAN and PTT GC through the “GC YOUturn” project. The Company was able to collect a total of 48,717.53 kilograms of plastic bottle packaging, reducing greenhouse gas emission by 50,228.89 kilograms of carbon dioxide equivalent.
Tan Power
A new product, “Tan Power”, an energy drink, has been developed to highlight its sour and exciting taste, and the concept of promoting physical and mental strength with the slogan “Tan Power…Life has no dead end.” The objective is to encourage working people and those who struggle to have physical and mental strength to work and fight for their lives. Last year, during the flood crisis in Chiang Rai, the Tan Power brand also joined the activity to help victims of the disaster, with Mr. Tan Pasakorntee, CEO of Ichitan Group Public Company Limited and the organization’s employees joining the field visit with various organizations and independent agencies.
The Company has been operating its business by focusing on producing high-quality products continuously to meet behaviors of all consumer groups. It has a strict research and development process along with eco-friendly production innovations to ensure that the Company's products are of high-quality standards, are safe, have delicious tastes, and meet the needs of consumers. In conducting business with trading partners, the Company and distributors jointly set strategies, directions, and business goals together on a monthly basis to ensure that management approaches are in the same direction. The Company manages distribution channels with 3 main distributors, none of which overlap in distribution channels, covering all target groups, both modern trade and traditional trade. In addition, the Company facilitates consumers by adding online channels, and joining online shopping platforms to directly reach consumers, such as ICHITAN One Shop, Lazada, Shopee, Line shop, and Facebook, etc., in line with the changing behavior of consumers today.
In the past year, the Company has joined hands with partners and famous brands to implement important business collaboration projects, such as the country's leading content creators, “Mackcha”, a national art artist, “Nestlé (Thailand)” and “PTT GC”, etc., in communicating integrated marketing activities to further create added business value and sustainable growth together by taking into account benefits and shared experiences of consumers as important.
The Company has measured and assessed the overall satisfaction of suppliers and consumers towards the Ichitan brand by conducting surveys through various marketing activities, including exchanging opinions to bring back the opinions to further develop product models and marketing techniques to be more effective. The Company has collected data, studied and compared in-depth behaviors of suppliers and consumers, and analyzed satisfaction and suggestions regularly, leading to the introduction of new products and campaigns or timely problem resolution to respond to the highest satisfaction of suppliers and consumers.
Customer satisfaction is assessed twice a year by sending a survey to ask for cooperation in rating real service to find information for analyzing problems, causes, and shortcomings that must be continuously corrected, improved, and developed. The services in the customer satisfaction survey are divided into 3 topics as follows:
Product delivery, quality, food safety
Communication and services
Transportation service
In 2024, the results of supplier and consumer assessment were at an excellent level, with 98% of consumers satisfied with the Ichitan brand and products in terms of quality, brand image, and relationship building through various campaigns or promotions, leading to the No. 1 Brand Thailand Award as the No. 1 popular brand in the hearts of consumers for the 5th consecutive year.
Year 2024
Result of Supplier Satisfaction Assessment
92%
Year 2024
Result of Consumer Satisfaction Assessment
98%
From the result of the consumer satisfaction assessment last year, some consumers complained about problems in delivering products from online orders. Therefore, the Company used these complaints as an improvement plan to change online delivery service providers, which could respond well to consumers in terms of product quality and fast delivery, reducing the problem of damaged products before reaching consumers. This is the reason why the result of the consumer satisfaction assessment in 2024 were at an excellent level of 98 percent. The Company will continue to develop marketing plans, promotions, new products, and good services to best serve all consumer groups.
With rapid advancement of information and communication technology, accessing, collecting, using and disclosing personal data can be done easily, conveniently and quickly, which will lead to damage to the data owner. The Company realizes the importance of this matter, so we set a personal data protection policy as a principle for protecting customers’ personal data, which must be protected under the Constitution of the Kingdom of Thailand and the Universal Declaration of Human Rights, as well as to support and respect the protection of human rights as proclaimed internationally in accordance with the principles of the United Nations Global Compact, including the law on the protection of personal data.
The Company monitors and investigates use of customers’ personal data for purposes other than the primary purpose. In 2024, there was no use of customers’ personal data for other purposes.
The Company realizes that effective marketing and advertising activities can enhance the organization’s image and competitiveness. However, the Company still focuses on conducting business honestly, ethically, and fairly with consumers and all stakeholders by adhering to the framework of rules, regulations, and laws related to marketing correctly and responsibly, without exaggerating or providing false information that violates ethics.
In addition, communication from product labels to beverage product advertisement must specify nutritional information and important information correctly, clearly, and sufficiently in accordance with local laws for domestic sales and for export, to help consumers consider choosing to drink products, and build confidence in products under the Ichitan brand.
In 2024, product labels will be developed in a model that is in line with the organization’s sustainable development plan, allowing for easy separation for recycle, and use of PET/rPET materials in all products to reduce packaging waste in the future.
The Company is committed to managing customer complaints with the highest efficiency. Therefore, there are systematic management procedures by setting steps for checking data to find the cause of the complaint, forwarding the matter to the relevant department for correction, reporting the results of the action in writing signed by the executives, and collecting statistical data on complaints for analysis, improvement to increase efficiency of the production process.
Contact Channel for Receiving Complaints
Procedures of Dealing with Complaints
Our Projects
Our Activities
Ichitan Group Public Company Limited has continuously carried out sustainability initiatives, focusing on environmentally and socially responsible production.
