The Asia Responsible Enterprise Awards (AREA) 2023 is pleased to honor 78 outstanding business leaders and enterprises for championing sustainable and responsible business practices. Presented by leading regional NGO Enterprise Asia, the AREA is the most reputable award recognition program recognizing organizational efforts in creating a culture of compassion, integrity, and in being socially responsible corporate citizens. The AREA serves as a badge of excellence to spur further innovation and best-practice for sharing about the organization and the world at large.
Central Retail Corporation Public Company Limited (Central Retail) was among the recipients who were conferred with the Social Empowerment Award. Initiated by Central Retail in 2018, “Jing Jai Farmers’ Market” is a community market operating at branches of the company’s supermarket brand ‘Tops’, to positively transform socio-environmental aspects encompassing People, Planet, Processes, and Products.
“Jing Jai Farmers’ Market” main Mission is to support Thai farmers by offering alternative sales channels and increasing their incomes. Subsequently, this will enhance the well-being of their entire families and the overall communities. The project helps reduce logistic distance with local sourcing and streamlined supply chain management, ultimately leading to the minimization of greenhouse gases and carbon footprint.
“Jing Jai Farmers’ Market” also encourages full-scale organic farming and the use of environmentally friendly packaging instead of plastic. The overall objective of the project is to leverage Central Retail’s expertise and existing platforms to help local producers improve products, broaden market locations, and speed up the distribution process, ensuring product quality and freshness.
The goals and strategies of this project are aligned with Central Retail’s ReNEW strategy, a sustainability roadmap to reduce greenhouse gases, navigate societal well-being, and promote eco-friendly packaging with a long-term Net Zero goal in 2050. This project enables Central Retail to source new and unique products, uplift portfolio variety, and strengthen its core retailing business. Thus, the company will be able to optimize its assets and provide mutual benefits for society, the environment, and its customers.
“Jing Jai Farmers’ Market” has supported 9,696 households, with more than 24,000 farmers in 77 provinces participating. There are currently 33 markets, with expansion and renovation expected in the near future.
The project’s total income was over THB255 million in 2022, and the accumulative revenue was THB799 million since its initiation. Last year, it increased income by THB54,000 on average per farming household per month, creating great pride for villagers as they can become more self-sufficient. Witnessing such success, many of the younger generations of farmers have decided to return home to continue their family’s farming and agriculture business.
By bridging farmers to other farmers and consumers, “Jing Jai Farmers’ Market” also creates a space to exchange ideas, gain insights into market demand, and share resources, resulting in better production control and contributing to community spirit. Overall, the project enriches the life quality of those in Thai society while driving collective and sustainable growth for all.
Progressing forward, Central Retail has strategized a 4-year target for “Jing Jai Farmers’ Market”. In terms of numbers, the project aims to reach THB700 million in annual revenue, outreach to 17,000 participating households, and expand to 60 market locations in 2027. This year, Central Retail is hosting the event Jing Jai Ma Ha Nakorn, translated as “Jing Jai coming to the city”, to help raise income for farmers by giving them an opportunity to sell their products directly to Bangkok residents, concurrently spreading awareness of the branding. Jing Jai Ma Ha Nakorn is set to be held annually from 2023 onwards.
About Enterprise Asia
Enterprise Asia is a non-governmental organization in pursuit of creating an Asia that is rich in entrepreneurship as an engine toward sustainable and progressive economic and social development within a world of economic equality. Its two pillars of existence are investment in people and responsible entrepreneurship. Enterprise Asia works with governments, NGOs and other organizations to promote competitiveness and entrepreneurial development, in uplifting the economic status of people across Asia and in ensuring a legacy of hope, innovation and courage for the future generation. Please visit https://www.enterpriseasia.org/ for more information.
About Asia Responsible Enterprise Awards (AREA)
The Asia Responsible Enterprise Awards program recognizes and honors Asian businesses for championing sustainable and responsible entrepreneurship in the categories of Green Leadership, Investment in People, Health Promotion, Social Empowerment, Corporate Governance, Circular Economy Leadership, Corporate Sustainability Reporting, and Responsible Business Leadership. For more information, visit: https://enterpriseasia.org/area/.