What is the social and cultural identity of ThaiBev? We are a business that supports people and local communities through a wide range of projects that promote health, education, culture, communities, Thai values and also the universal principles of the SDGs. We strive to share value to improve society and also to preserve our cultural heritage in the name of progress with balance, according to the Sufficiency Economy Philosophy.
ThaiBev’s many activities and outreach programs are focused on creating balanced progress in communities across Thailand according to SEP’s four dimensions of life: economic, social, environmental, and cultural.
“ThaiBev strives to be a leading company by creating sustainability, good business practices, and a variety of activities beneficial to communities and society as a whole. ThaiBev aims to overcome sustainability challenges as outlined by the United Nations and to follow the Sufficiency Economy Philosophy (SEP).”
A rapidly changing world economy, rising population, and climate change may impact operations and daily lives. ThaiBev realizes these challenges and is committed to delivering sustainability to Thailand. This includes social development and community well-being in alignment with corporate excellence. ThaiBev is helping to raise the quality of life in local communities through efforts in community development. ThaiBev also realizes the importance of operating its business on the principles of corporate responsibility, whereby long-term benefits are manifested through the implementation of international standards of sustainability.
The Company is committed to achieving the Sustainable Development Goals (SDGs) outlined by the United Nations, whose vision is to eliminate poverty, hunger, and inequality – as well as protecting the world’s limited resources – by 2030. To achieve these ambitious goals, ThaiBev is cooperating with the government while also forming business partnerships and civil-society alliances. In particular, through various internal and external efforts, ThaiBev is working towards the achievement of the following 14 Sustainability Development Goals (SDGs):
ThaiBev’s Social Activities can be grouped according to 5 key areas:
In 2016, ThaiBev invested 450 million baht in social development projects in the following sectors:
Following the principles of SEP and the example set by His Majesty King Bhumibol Adulyadej, ThaiBev is dedicated to helping develop communities in a sustainable and sensitive way. This means first learning about each specific community by engaging with the residents directly and then aiming to let the community manage itself. Meanwhile, ThaiBev offers assistance where help is truly needed, such as through strategic, logistical, or monetary support. Truly collaborative community development efforts are more likely to succeed and provide a sustainable model applicable to other sectors.
ThaiBev prioritizes establishing good working relationships with communities, leading to the sustainable development of both communities and businesses. The Company’s focus is on participation and the contribution of ideas, and bringing diverse projects to the developing community. ThaiBev also aims to better understand how to improve cooperation between communities and factories, and how to project a positive and sustainable image to the surrounding community.
ThaiBev has set out the criteria for undertaking initiatives by dividing target communities into two groups:
In 2016, ThaiBev continued its community-based projects through four main approaches: Development of Children and Youth; Management of Natural Resources and Environmental Sustainability; Creation of Better Occupations and Developing the Community’s Economic Foundations; and Response to Climate Change. The overall summary is listed below:
Note: For further information on ThaiBev’s Social and Community Development projects, please visit: www.thaibev.com
1 Tambon 1 Role Model Initiative for the Sustainable Community Development
ThaiBev is committed to finding ways to help districts support and strengthen one another. This includes the development of sustainable business practices alongside the sustainable development of the country. The Company hopes that the creation of the following initiatives will lead to the strengthening of these communities’ networks and partnerships as well as their businesses and economies. Together with the Occupational Foundation, ThaiBev has developed the Initiative to Create Better Occupations (1 Tambon 1 Role Model Initiative), with the main goal of developing the community’s economy, reducing its expenses, and increasing income without any negative impacts on oneself, others, and the environment. As a result of these commitments, ThaiBev’s initiatives have created collaboration within communities, established the proven method known as the Five-Forces Model (Pracharath), and developed working forums, or task forces, for bi-lateral parties within communities. Each task force comprises a community leader and a bi-lateral party of local government and private sector leaders, and includes a collaboration to survey and develop a database on community economies to analyze and create co-learning and to develop district development plans accordingly.
In 2016, ThaiBev implemented the Better Occupations Initiative with central partners and local associate partners in the three districts of Bua Yai in Nan province, Pone Thong in Chaiyabhumi province, and Khaotarn in Surat Thani province. The results were as follows:
CASE STUDY 1
Bua Yai, Nan province
In Bua Yai, several problems were recognized. Chemically intensive agriculture was combined with poor water management on highland farms, plantations that encroached on forests, shifting cultivation practices, and a risk of villagers developing cancer. To help address these issues, a collaborative effort – the Bua Yai Model – was initiated to “manage water through integrated agriculture and continue expanding the 1 Rai Kaset Insri organic-farming concept with the goal of restoring the forests in Nan province”.
Note: A hydraulic ram pump is used to push water from lower levels to higher levels, and functions by using water and air pressure.
“Community leaders and community members recognized the sincerity of the Company and changed their perspectives. They appreciated that the Company conducted field visits to co-develop strategies with them without imposing ideas on the local residents, and also allowing locals to think for themselves and growing from within.”
President of Kaset Insri Enterprise Bua Yai, Nan province
CASE STUDY 2
Pone Thong, Chaiyaphum province
In Pone Thong several problems were recognized. ThaiBev discovered that the community had the potential and knowledge to process rice, but could not produce enough to meet the market demand. At the same time, they also lacked a diverse supply outlet, packaging standards, and effective community management. In addition, health issues arose from overuse of chemicals in agriculture. The Company’s work resulted in the Pone Thong Model of “creating a district economy by using organic rice fields and farming, and reducing harm to oneself, others, and the environment.”
Note: The System of Rice Intensification (SRI) is a method of rice farming that aims to increase potential rice yields while using fewer seeds and half the water usually needed. The amount of rice produced by this method is at least equal to traditional rice-planting methods but usually results in larger yields.
“Previously, villagers would just continue doing what they had always known, using the same old systems. When the Company said they would come in, we started wondering, what were they going to do? They might not be good – after all, companies are always looking out for their own interests. We wondered, what will they use us for? All the villagers were talking, and none of us could sleep, but in the end we decided to try it once. And when they came, they stayed with us. They invited us to think but allowed us to make the decisions, so that we finally understood they weren’t out to get us. Even if we made decisions that led to problems, they would come and help, and let organizations know, and bring innovations and new market avenues to help us reach the point where we felt confident they were really here to help and not to take advantage of us.”
Smart Farmer 2016 and
President of Organic
Brown Rice Processing, Pone Thong, Chaiyaphum province
CASE STUDY 3
Khaotarn, Surat Thani province
In Khaotarn, ThaiBev helped develop a working model for the conservation of existing local skills and resources. This included high-quality local herbs, the way of life in the community, and the abundant natural resources found in the mountains, forests, rice fields, and the ocean. The goal was to create an integrated community economy through observation of community and eco-tourism.
“I’m proud. Even though they are a large company, they still came to help the community. They didn’t give us money; they taught us and sent smart people to help us. Today we still tell visitors that ThaiBev has helped us. Now many organizations admire them. Before, they thought ThaiBev just gave away blankets.”
President of the Herb Processing Group, Khaotarn 2016
Surat Thani province
ThaiBev and the Kenan Institute Asia initiated the Youth Community Initiative in Bangkuwat, a three-year initiative in the area surrounding the factory of Sura Bangyikhan Company Limited. The initiative develops youth role models for the community by enrolling them in a youth camp where they learn project-management skills for their community. Before entering the youth camp, they envision and develop ideas for a better society. By integrating this with school lessons on a weekly basis, they have the opportunity to exchange their knowledge and prepare for leadership roles in the community. Those who pass this program will be recognized as young initiators who have undergone real-life experience (also known as project-based learning).
In 2016, 71 young initiators were involved in 12 projects under the Navigating a Better Quality of Life Initiative for promoting health, sufficiency farming, drug prevention, and entrepreneurship. Currently, youth from 12 recognized projects are organizing more than 40 activities across 12 villages. This proven power of youth has transformed communication within these communities and created a new drive for higher standards of living.
“It’s a good project, and develops our children to have a better conscience to do good deeds, to volunteer and collaborate with the community. This results in a stronger and sustainable nation. This project has been a great way to develop valuable human resources for our community, families and society, so new generations will live happily and sustainably.”
Mayor, Bangkuwat Municipal,
Pathum Thani province
“17 years of ThaiBev creating sustainable societies”
Climate change has led to intense and unpredictable weather across all regions of Thailand, threatening the well-being of vulnerable communities. New waves of sudden and severe cold weather is causing difficulties for some residents who do not have sufficient funds to keep warm and who are not accustomed to living in the cold.
In response, ThaiBev created the ‘Unite to Fight the Cold’ Initiative to provide those in need with high-quality blankets. Special emphasis was placed on the North and Northeast areas of Thailand, which have suffered continuous cold weather and are populated by four vulnerable or at-risk groups: the elderly, children without future caregivers, people with low incomes, and people experiencing hardship.
ThaiBev has worked together with the Ministry of Interior, which has helped define the locations of these victims in the North and Northeast, and continues to do so annually. Each year, 200,000 blankets are donated across 15 target provinces. Over the past 17 years, 3,400,000 blankets have been donated across 45 provinces and 578 districts. Data analysis also helps prevent the duplication of recipients. In 2016 alone, 11,019,566 people needed 2,375,490 blankets to protect them from the cold.
ThaiBev has partnered with the Department of Disaster Prevention and Mitigation (Ministry of Interior) to deliver warmth to each province. The project has also received support from both the public and private sectors to help deliver blankets. ThaiBev’s employees and others with kind hearts participated in the program in 2016 by donating an additional 1,000 blankets to be distributed in Saraburi province, making this the 16th province to be assisted in addition to the targeted 15.
The government’s policy to reduce inequality, enhance competitive capability, and develop human resources throughout the nation brings together the private sector and civil society to build a stable, prosperous, and sustainable country. The Cabinet has founded12 joint steering committees among public, private, and community sectors to implement the Prachatrath Policy. One of these is led by General Anupong Paochinda, Minister of Interior, and Mr. Thapana Sirivadhanabhakdi, President and CEO of Thai Beverage Plc., as leaders in public and private sectors, respectively. The objective of this committee is to generate income for the community, establish a strong community economy, and contribute to the happiness of the people.
Commitment – To collaborate among the 5 sectors (public, private, academic, civil society, and individuals) and bring them together to solve problems and build the future of Thailand, with an eye to reducing inequality and enhancing competitive capability.
Goal – To generate income for the community and create happy inhabitants.
Process – The strategy and plan of action is to increase community income and to improve quality of life in a sustainable manner for the 3 occupational categories of agriculture, processors, and community-led tourism through these 5 processes across 76 provinces throughout the country:
Impacts Among Stakeholders:
The number of Thais who work in the agricultural sector totals approximately 25 million. Each farming household earns an average income of 50,000 baht per year, which is well below the average living wage of 100,000 baht per household per year. This is a national problem that should be solved collectively through the five sectors:
Completed in all 76 provinces by December 2016 as planned.
Sarn Palung Pua Baan Gert Project to create Community Business Developers
Training was scheduled between September and December 2016 so all 76 provinces could begin working simultaneously in January 2017. There were a total of 69 participants, with training areas in 5 provinces: Phuket (14 people), Petchaburi (19 people), Buriram (10 people), Chiang Mai (16 people), and Udon Thani (10 people).
The Longkong of the South Initiative (Narathiwat and Pattani Provinces)
The Ministry of Interior, together with the Public-Private Steering Committee, the Royal Initiative Discovery Foundation, the Royal Lives Development Foundation, and leading modern trade entrepreneurs in Thailand, has distributed 3,244 metric tons of longkong under this initiative. The fruits were bought at 6-30 baht per kilogram, which is above the market price of 5 baht per kilogram. To lay the foundation for sustained long-term development, vacuum packaging was developed to extend life and a product separation standard was implemented. Farmers’ skills were developed, together with training on making longkong ice-cream and juice as pilot products to test the market response.
Pracharath Samakki (Chiang Mai) Co., Ltd.
Longan farmers from Kuamoong village in Sarapee district were assisted in finding new distribution channels to cut out middlemen and sell directly to buyers. This increased earnings from 18 baht to 38 baht per kilogram.
Additionally, the Committee also helped support the Phuket Lobster event from 1-31 August 2016. Pracharath Rak Samakki (Phuket) Co., Ltd. created a campaign to market the renowned local Phuket Lobster, also known as the Painted Spiny Lobster, which was once famous to tourists from all over the world. The hope and aim of this initiative is to help generate income for local communities breeding spiny lobsters. The Tourism Authority of Thailand (TAT) has estimated income flows of 100 million baht from this initiative.
Thai Loincloth (Pa Kaw Mar) Thai Crafts Initiative
Select loincloths (Pa Kaw Mar) with distinct patterns and a clear background story were made into new products designed by leading designers, which added value to the products made by the community. This can be considered a way to conserve Thai culture; it supports and teaches the community to turn raw natural materials into uniquely patterned loincloths. Every province’s loincloth has a distinctive character that could be registered and trademarked, leading to increased distribution in both Thailand and abroad.
The Household Rice Miller Initiative
This initiative allows villagers to mill their own rice to their desired quantity and time. This also creates new distribution channels where farmers can sell rice directly to consumers at a higher price and establish direct relationships with buyers. Consumers could also choose from different types of rice species, from different areas, and mill it themselves.
Batik Design Week
This event took place between 24-28 Septemeber 2016 in Phuket, hosted by Pracharath Rak Samakki (Phuket) Co., Ltd., and in 5 provinces on the Andaman Coast and 5 southern-border provinces, hosted by the Community Development Department. Total sales exceeded 2 million baht, and more orders are being placed regularly.
Tourism led by Tham Rong Community in Phetchaburi Province
This project is located at Uncle Thanom’s palm sugar plantation. Employing villagers as facilitators at each visiting station, the project has increased their income of 500 baht. More products from the community were sold, such as products from Dongyang Market in Ban Lard district, Phetchaburi province. This resulted in an increase of monthly community-wide incomes from 6,000 baht to 48,000 baht per community. A collaboration with Phetchaburi Rajabhat University to study and design assistive equipment for palm collectors is also helping to create more efficient harvesting.
Baan Sanuan Nok, Buriram Province
This creative community-based tourism project is listed by the Tourism Authority of Thailand (TAT). Representatives from the Chinese Government and Mongolian Ministry of Culture visited the community from 27-28 August 2016. The Ministry of Tourism and Sports and TAT also organized a media tour to promote the area.
ThaiBev is committed to building a continuously learning society through a variety of different project initiatives within organizations, communities, and educational institutions. This is in line with the United Nations’ Sustainable Development Goals to create quality education.
ThaiBev not only strives to be a leading company in the production of innovative beverages – it also aims to be a productive part of society by developing one of the most basic but important factors of life: human capital. Through this, ThaiBev aims to develop knowledge and enhance ability by beginning with employees’ children, allowing them to establish a strong educational foundation and grow to be important forces in society.
ThaiBev initiated The Educational Scholarships for Children of Employees in 2010 to support employees’ children with good academic performance. This helps lighten the burden of expenses shouldered by parents. The Company schedules two timeframes for scholarship considerations. The first timeframe is for scholarships for elementary school studies up to the vocational-diploma level, and was due this year in August 2016; the second is for higher education and special-case scholarships (The White Elephant Scholarship), which was considered and granted this year in October 2016.
Between 2010-2016, there were 114 general scholarship recipients. Two children of ThaiBev employees were also awarded special case scholarships (The White Elephant Scholarship), and 17 of the general scholarship awardees were also invited to work for the Company.
The Princess Galyani Vadhana Teacher Award was initiated by HRH Princess Srinagarindra and HRH Princess Galyani Vadhana to recognize the sacrifices made by teachers in remote areas. They are invaluable role models for youth development. The organization selected outstanding teachers from three institutes: the Border Patrol Police, the Office of the Non-Formal and Informal Education (ONIE), and the Office of the Basic Education Commission (OBEC). These were teachers who have worked hard and made sacrifices in remote areas in 17 provinces in the North, three provinces along the Southern borders, and in Kanchanaburi province. The Princess Galyani Vadhana Teacher Award aims to give these teachers who work responsibly in remote areas morale and a sense of honor for their contributions to the community. It is also a way to publish and announce their good deeds, bestowing virtue on the teachers who serve as role models to other teachers, students, and general society. Currently, three teachers are selected from each aforementioned institution. Awards have been granted 8 times for a total of 69 distinguished teachers. In 2016, prizes totalling 1,000,000 baht were awarded.
With the policy of integration under the ASEAN Economic Community (AEC), ThaiBev saw the opportunity to participate in regional development as a private organization of the ASEAN region. The goal is to create economic, social, and cultural links between the ASEAN countries, and to strengthen the region through the next generation, which will become an important force for ASEAN’s future development. ThaiBev decided to set up C asean to drive ASEAN policies in business, art, and culture, together with acting as a visionary and bringing attention to important matters that should be addressed for the future of ASEAN by the year 2020.
Hump Day: A day for new generations to meet, to build networks, to share ideas, and to develop individual skills as future leaders of ASEAN.
During each event, an interesting topic relevant to the development of ASEAN is selected for discussion. Participants are able to speak to one another and exchange ideas with national and international experts across several areas. Activities have a non-formal format, and are scheduled on the third Wednesday of every month after working hours. Hump Day’s previous topics include SEO (Search Engine Optimization), UX&UI (User Experience & User Interface), and Pictures Say a Thousand Words, as well as learning about fundraising.
C asean Business Groove: A project created by C asean in order to give advice and share experiences with business owners and retail operators with at least one year of business-operating experience. Experts and leading executives from a variety of businesses will become mentors in the C asean Business Groove.
Meet and Read: An activity program to create a culture of reading and writing, and to strengthen these activities. It is a drawing in those with experience and success in writing and business operations, together with those who love reading. Participants will be able to meet new people with whom to exchange ideas and experience, as well as inspire one anothers.
Apart from supporting startups in Thailand through activities to further knowledge, C asean is also considered an important center that connects with many international institutes in America, Israel, Korea, and Denmark. This allows Thai startups to expand their businesses and find overseas funding.
At the same time, C asean also recognizes the importance of cultural networks within the 10 ASEAN countries. Employing music as a universal language, it has formed the C asean Consonant through ThaiBev’s vision to cultivate Thai culture and heritage, upholding the Company’s desire to convey a sense of cooperation and unity among the 10 ASEAN countries to the region’s youth.
This project began with 10 musical masters from each ASEAN nation. They formed the ASEAN Youth Band, which features each country’s traditional musical instruments played together. Some songs are adjusted to create harmony among the different instruments. The band has performed in concert and went on tour in various ASEAN countries.
Apart from creating benefits to society, youth, art, culture, and sport, ThaiBev recognizes the importance of creating a beneficial public-health service for society.
On the auspicious occasion of the 60th Anniversary of His Majesty King Bhumibol Adulyadej’s Accession to the Throne in 2006, Mr. Charoen and Khunying Wanna Sirivadhanabhakdi and their family built Bhumirajanagarindra Kidney Institute. The Sirivadhanabhakdi family was honored to help a large portion of the population and follow in His Majesty’s footsteps. Kidney disease is one of the largest public-health problems in Thailand, and when left untreated can cause a tremendous amount of suffering for the patient.
The Bhumirajanagarindra Kidney Institute is a leading medical institution in Asia for the treatment of kidney disease. Services include screening, kidney failure and renal deterioration prevention, artificial kidney dialysis, artificial-blood-vessel surgery, urinary-tract surgery, and kidney transplants. All procedures are managed by a group of specialists using the most high-tech, cutting-edge medical equipment along with excellent service comparable to that of private hospitals while offering the cost of government hospitals. Government officials can reimburse expenses in accordance with the Comptroller General’s Department. Additionally, the institute is considered an important force in the promotion and support of treatment for kidney patients, as well as a hub for training and research related to kidney disease.
The Bhumirajanakarindra Kidney Institute is a leading institution in Asia for the comprehensive care of patients with kidney diseases. The institute efficiently facilitates research and development for the prevention of chronic kidney diseases in Thailand.
Statistics of patients who were treated at
Bhumirajanakarindra Kidney Institute:
Statistics of patients who had surgical procedures at
Bhumirajanakarindra Kidney Institute:
Chang Clinic is a special mobile medical unit in the Klong Klung district in Kamphaeng Phet province that has treated employees and the general public in the nearby vicinity for the last 10 years. It boasts expert health professionals from renowned hospitals who take turns giving medical advice, while the project charges for drugs at cost in order to address the needs of the community.
ThaiBev has supported sport continuously for over 20 years, because the Company realizes the importance of Thai sport. The Company’s goal is to inspire youth and other Thais to help create a better quality of life through sport initiatives, and to benefit Thai society as a whole. This helps create quality members of society through the concept of sportsmanship and also builds strong partnerships with the Company.
ThaiBev has promoted nearly every category of sport in Thailand – both international and traditional – with an emphasis on the importance of sustainable development in its policy.
Today, football is considered one of the most popular sports, not only in Thailand but in nations across the world. ThaiBev’s strong support in football has been applied to other types of individual and team sports, such as golf, volleyball, tennis, snooker, etc. Together with these international sports, ThaiBev has further used the same approach to support Thai boxing (Muay Thai) and Thai long boat racing, true reflections of Thai culture and ways of life.
ThaiBev learned lessons from previous projects have been integrated into a unique approach that aims to build strong sport networks that are intertwined and developing in tandem to improve every level of sport with firm resolve.
For over 20 years, ThaiBev has played a part in supporting Thai football. Into present time, the Company has developed a way to promote football in a continuous way. A systematic work structure together with distinctive plans are as follows:
ThaiBev also sponsored the 2002 and 2006 World Cup live broadcasts. The first time was aired without commercial breaks.