For Thailand's evolving seafood sector, wave of future is value added products: farm-raised shrimp and wild-caught fishery fare are first-rate ingredients for ready meal exports that serve up authentic Thai taste as well as satisfy cravings for pizza and other fast food fare. (QFFI's Global Seafood Magazine).

Though commodity shrimp remains the most powerful engine driving Thailand's export of fishery products, an increased emphasis is being placed on value-added ready-to-eat seafood and fish-based dishes by producers fine-tuning ranges to better compete in global marketplaces. A raft of such creative cuisine was on display at the Bangkok International Trade and Exhibition Centre during THAIFEX & THAIMEX 2003 held May 28-June 1.

"Our objective is to promote food exports as well as small and medium-size enterprises in a bid to encourage quality and technological development in order to position Thailand as a key food production hub of the region," said Banphot Hongthong, director general of Thailand's Department of Export Promotion (DEP), as he inaugurated the fair. The event, annually by DEP, featured 906 booths showcasing food products of all kinds produced by 427 companies based in Thailand and neighboring countries.

From individually packaged, single-serve shrimp-topped Alfredo Pizza snacks and Mrs. Coles Tuna & Mayonnaise Pizza Slices made by Alfredo Enterprise Co., Ltd, to Surapon Foods' Spicy Fried Catfish to Green Curry with Shrimp and Cooked Rice distributed under Thai Agri Foods' Orient Gourmet label, there was no shortage of frozen treats to eat.

Thailand's frozen food sector in general is shifting toward greater diversification within product lines, which reflects a strategy of further broadening its base beyond output of basic raw materials--some of which may be produced more cheaply elsewhere. With especially fierce competition in the commodity shrimp market from low-cost producing countries such as China and Vietnam expected to intensify, Thai exporters are more keen than ever to boost sales of made-to-order, value added specialties. The result is a new level of sophistication, as the Thai Department of Export Promotion's campaign to make the Southeast Asian nation the "Kitchen of the World" picks up steam.

While such frozen foodservice delicacies as breaded prawn torpedoes, sesame shrimp toast and spring roll delights have made it possible for Western consumers to enjoy a myriad of tastes of Asia in their own home dining rooms, for the most part they have been eating generic hybrids of original recipes. No more. Now the world's supermarkets may make way for genuine articles of Thai cuisine following the introduction of Tom Yum Koong, which is warmly regarded as the country's dish.

J.M. Food Industry Co., Ltd. serves up the fiery shrimp soup in 200g retail containers under the Savory brand, while Thai Agri Foods Public Co. Ltd. of Samutprakarn offers Tom Yum Soup in 250g units carrying the Little Chef label. The latter product comes in packaging with serving directions and ingredients information spelled out in tri-lingual text (English, French and German).

Thai Agri Foods, which produces a large assortment of seafood from facilities situated near the Gulf of Thailand, makes and distributes a host of other Little Chef prepared food offerings. They range from Crystal Shrimp Shaomai and Dumplings to Cuttlefish Balls and Cocktail Samosa with Shrimp.

Anybody who has been to Thailand and enjoyed its tasty cuisine will be pleased with the way that these frozen renditions reconstitute into steaming bowls of tongue-tingling, spicy-hot and sour deliciousness. As far as Wannadda Khorprasert of J.M. Food is concerned, this is because the ingredients are "absolutely the real thing."

"Our Tom Yum Koong features shrimp, mushrooms, tomato, milk, kaffir lime leaves, chili and herbs containing lemon grass," she said. "And of course there's just the right amount of full-bodied chili, which stimulates blood circulation in addition to providing spicy flavoring."

According to the Thai Frozen Foods Association (www.thai-frozen.or.th), the combination of shrimp and Tom Yum Koong curry ingredients deliver important health benefits as well as good taste. Citing a study published by Rockefeller University, TFFA points out that eating steamed shrimp tends to raise so-called "good" HDL cholesterol levels more than it increases levels of "bad" LDL cholesterol.

As for positives derived from the herbs and ground dried spices in the soup, consider the following:

* Lemon Grass (Takhrai), an anti microbial agent, is loaded with alpha humilin, which is said to be a "cancer fighting substance." Furthermore, as a diuretic it cleans the digestive tract.

* Galanga (Kha) contains Acitokcicavilcalacidtade, a potential cancer cell inhibitor. It also aids digestion and is said to be an anti rheumatic agent.

* Chili (Phrik) helps regulate blood pressure in addition to stimulating the taste buds.

* Lemon (manao) is an excellent source of vitamin C, commonly thought to prevent or reduce negative symptoms associated with the common cold.

* Kaffir (Makrut) is rich in bergamottin. The flagrant lime leaves impart an instantly recognizable flavor profile.

Ms. Wannadda noted that the company produces a number of ready-made seafood products as well as poultry items, Halal Islamic meals and Thai desserts. Among the seafood offerings are Pad Tai with Shrimp, Fish Red Curry with Rice, Shrimp Panany Curry with Rice, Mixed Vegetable Fish Cake and Fried Fish Cake. All can be prepared after just three to rive minutes in a microwave oven, or 20 to 25 minutes in a rice cooker.

Established in 1982, J.M. Food originated as a catering service before expanding into industrial production 16 years later. At the moment, approximately 20% of output from its factory in Pathumtani Province is exported. Major domestic customers include Makro, Carrefour, Big C and the State Railway of Thailand.

"The United States is out biggest overseas market, taking over 50% of all exports. Japan, Malaysia, Singapore and China are also significant ," reported Ms. Wannadda. "Meanwhile, we are looking for the right distributors in continental Europe."

On the scene at the THAIFEX/THAIMEX fair with a wide assortment of surimi-based products and fish tofu was Man A Frozen Foods of Amphur Muang, Songkhla. Its offerings range from premium grade Tai-Wan Fish Balls (surimi mixed with shrimp, carrots and spring onions) and Thai-style Fish Cakes (surimi with chile paste, corn and spring beans), to Japanese-style Black Sesame Fish Cakes and Fuwa Yuba Make (surimi with carrot, ginger and green soybean wrapped with bean curd).

"Raw materials are sourced from our own fleet, which consists of over 100 fishing and carrier vessels," said Saowanee Patrakarn (Fax: [phone]). The business manager has been with the company since it began operations 13 years ago.

Noting that most of Man A Frozen Foods' products are hand-made, Ms. Saowanee added that the use of natural spring water procured from mountains near the plant is essential in producing high-quality surimi.

Another outfit offering surimi products was A.P. Frozen Food Co., Ltd. of Bangkok (Fax: [phone]). Its range includes imitation crab sticks, fish croquettes, fish and shrimp balls, fish cakes and age-mono.

Among the company's customers is Sco-Fro of Scotland, for which it packs Sea Spray brand Seasticks.

Thai Patana Frozen Co., Ltd. of Muang, Samutsakom (Fax: [phone]) serves up a line of fishballs, while Bangbamru, Bangplad-based Transamut Food Co., Ltd. (Fax: [phone]) offers a new assortment of frozen sushi products.

The Union Frozen Products Co., Ltd. (Fax: [phone]) of Samut Sakhon, one of Thailand's leading producers of processed seafood products for export, offers everything from squid and cuttlefish to shrimp, slipper lobster and other shellfish in made-to-order specifications.

Much has changed since this writer first toured the Surapon Seafoods operations and met Surapon Vongvadhanaroj back in 1987. Now known as Surapon Foods, in 1989 the chairman's then 12-year-old firm became the first frozen food company in Thailand to be listed on the stock exchange. As a major exporter of farm-raised shrimp products, Surapon and its subsidiaries employ some 6,000 workers. It is engaged in a number of joint ventures, including one with Nichirei Corporation of Japan.

Over the years, the Theparak, Samutprakarn-based company has evolved into a major domestic and international supplier of home meal replacement products sold at retail supermarkets. Its ever growing branded line, packed in compartmentalized trays, features recipe dishes that run the gamut from Chili Paste Stir-Fried Shrimp and Spicy Mixed Seafoods to Sweet Basil Shrimp and Spicy Fried Catfish.

Surapon Foods is also engaged in production of frozen dim sum items including Shrimp Shumai, White Fish Shumai and Tuna Buns. In addition, it offers a wide range of sushi toppings and breaded and battered products such as squid rings and fish fillets.

Shrimp, Prawn and Lobster Products Exported from Thailand

                        Value in Millions of US Dollars

Export Market            1999         2000           2001

1. U.S.A               520.22       732.58         614.07
2. JAPAN               289.19       317.93         264.25
3. CANADA               47.83        50.68          51.35
4. S. KOREA             20.76        28.29          29.01
5. SINGAPORE            91.49       108.39          60.80
6. AUSTRALIA            58.19        43.34          32.70
7. TAIWAN               46.67        46.46          41.46
8. CHINA                89.49        47.05          31.97
9. HONG KONG            30.43        47.16          36.90
10. N. KOREA              .06         7.56          10.89
Total Items          1.194.33     1.429.45       1.173.40
Other                   88.93        81.13          70.79
GRAND TOTAL          1.283.26     1.510.58       1.244.20

                         Value in Millions of US Dollars

                         2002        2002           2003
Export Market                    (Jan.-Mar.)    (Jan.-Mar.)

1. U.S.A               363.02        78.11          88.91
2. JAPAN               224.49        41.70          46.57
3. CANADA               42.60         7.39           8.92
4. S. KOREA             25.88         6.60           8.32
5. SINGAPORE            35.89         7.36           7.19
6. AUSTRALIA            23.85         5.63           6.32
7. TAIWAN               28.84         7.26           5.47
8. CHINA                11.98         4.45           3.46
9. HONG KONG            17.05         5.97           3.24
10. N. KOREA             8.01         2.11           1.59
Total Items            781.62       166.59         179.98
Other                   23.17         9.60           4.28
GRAND TOTAL            804.78       176.19         184.26

                                       % Growth Rate

Export Market            2000       2001           2002         2003
                                                            (Jan.-Mar.)

1. U.S.A                40.82     -16.18         -40.88        13.82
2. JAPAN                 9.94     -16.89         -15.04        11.69
3. CANADA                5.97       1.31         -17.04        20.62
4. S. KOREA             36.24       2.55         -10.80        26.07
5. SINGAPORE            18.48     -43.90         -40.97        -2.40
6. AUSTRALIA           -25.52     -24.54         -27.07        12.37
7. TAIWAN                -.44     -10.77         -30.45       -24.72
8. CHINA               -47.42     -32.06         -62.52       -22.19
9. HONG KONG            55.00     -21.75         -53.80       -45.75
10. N. KOREA                *      44.10         -26.42       -24.91
Total Items             19.69     -17.91         -33.39         8.04
Other                   -8.77     -12.74         -67.28       -55.43
GRAND TOTAL             17.71     -17.63         -35.32         4.58

                                     Proportionate Share

Export Market            1999       2000           2001         2002

1. U.S.A                40.54      48.50          49.35        45.11
2. JAPAN                22.54      21.05          21.24        27.89
3. CANADA                3.73       3.36           4.13         5.29
4. S. KOREA              1.62       1.87           2.33         3.22
5. SINGAPORE             7.13       7.18           4.89         4.46
6. AUSTRALIA             4.53       2.87           2.63         2.96
7. TAIWAN                3.64       3.08           3.33         3.58
8. CHINA                 6.97       3.11           2.57         1.49
9. HONG KONG             2.37       3.12           2.97         2.12
10. N. KOREA              .00        .50            .88         1.00
Total Items             93.07      94.63          94.31        97.12
Other                    6.93       5.37           5.69         2.88
GRAND TOTAL            100.00     100.00         100.00       100.00

                              Proportionate Share

                                     2003
Export Market                    (Jan.-Mar.)

1. U.S.A                             48.25
2. JAPAN                             25.27
3. CANADA                             4.84
4. S. KOREA                           4.51
5. SINGAPORE                          3.90
6. AUSTRALIA                          3.43
7. TAIWAN                             2.97
8. CHINA                              1.88
9. HONG KONG                          1.76
10. N. KOREA                           .86
Total Items                          97.68
Other                                 2.32
GRAND TOTAL                         100.00

Source: Thai Department of Export Promotion, Ministry of Commerce