Page 324 - Social Enterprise A New Business Paradigm for Thailand

its focus to producing soaps, serums, hand creams, and other skincare products made from
natural herbal extracts, such as anti-wrinkle serums and nourishing creams. This product
development process was supported by formulation expertise and production techniques

provided by the Faculty of Integrative Medicine at Rajamangala University of Technology
Thanyaburi. Throughout this transition, the company remained committed to creating high-
quality offerings that met the needs of consumers seeking natural herbal skincare products. In
parallel, the company built a collaborative model with parents of children with special needs in
the local community. These parents were invited to participate in business operations through
shared investment, guest speaking roles, and general workplace involvement alongside their
children. This daily exposure to their parents’ work activities helped foster emotional stability
and natural development for the children, while also cultivating a stronger, more resilient
community around the enterprise.

Another strong example of marketing capability is Pracharath Rak Samakkee Phuket (Social
Enterprise) Co., Ltd., which engaged key private sector and civil society partners to drive local
and community development. The central goal of the Pracharath Rak Samakkee network was
to increase farmers’ incomes. Although Phuket has relatively few farmers and limited arable
land, the province benefits from high-spending consumers and international tourists. Pineapple
was chosen as one of the initial focus products, not only because it is a local crop, but also due
to its international recognition, particularly through associations with Hawaiian-grown varieties.
The organization’s leadership recognized the importance of storytelling in engaging consumers.
They launched the campaign “Ong Lai, Pho Pi Peng An,” where “Ong Lai” (Hokkien for prosperity,

fortune, and blessings) is a local term for pineapple, and “Pho Pi Peng An” conveys wishes for
peace and protection. In Phuket, pineapples are commonly used as offerings during Chinese
New Year and gifted to elders and respected relatives. By linking pineapples with themes of
prosperity and auspiciousness, the campaign successfully elevated the fruit’s perceived value
during the festive season. In its first year, the organization offered 200 specially packaged
pineapples priced at 1,500 baht each. The limited-edition approach created a sense of
exclusivity, with all units sold out. By the third year, pineapples were priced at 15,430 baht each,

accompanied by a gold pendant, with only nine units available. The number 15,430 symbolized
the length of Phuket Island in meters. These creative marketing strategies continued to
captivate Phuket’s high-end consumers. By 2024, the eighth year of the campaign, prices
stabilized at 235 baht for a box containing two pineapples, up from the original 30 baht. Local
farmers had since formed a community enterprise to manage production, and Phuket
pineapples had secured Geographical Indication (GI) status. The initiative expanded to include
pineapple juice, skincare products, and cosmeceuticals, significantly raising farmers’ incomes
on a lasting basis. The enterprise also established the annual Phuket Pineapple Festival to
further strengthen the brand.

Another prominent leader who prioritized communication and network-building is the founder
of Akha Ama Coffee Co., Ltd., a business that has created employment and income

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