Product Safety and Responsibility to Customers and Consumers
The Company places emphasis on product safety and responsibility to customers and consumers, recognizing these as fundamental to maintaining their trust. In response to changing consumer behavior, which increasingly prioritizes product quality and health impacts, the Company is committed to continuously enhancing product quality standards and developing value-added products that are safe for customers and consumers. This commitment is complemented by effective customer engagement in order to create trust and satisfaction, strengthening the Company’s competitiveness and supporting long-term business growth.
Policies and Management Approach
The Company has established a Quality, Environment, and Food Safety Policy to ensure customer satisfaction and confidence, prioritize quality and food safety, maintain product quality to meet international standards, and continuously strive for improvement. To uphold an effective management system for Quality, Environment, and Food Safety, the Company enforces strict control and inspection measures throughout its operations in accordance with laws and international standards, from selecting high-quality raw materials and adhering to standardized production processes to delivering products and services to consumers and customers.
In addition, the Company is committed to conducting business responsibly by providing accurate and transparent nutritional information on product labels and marketing as well as product details and service descriptions to support the decision-making of customers and consumers. This ensures that customers and consumers have the information required to make purchasing decisions with confidence. The Company also prioritizes efficient complaint management, effective issue resolution, and swift responses to product and service concerns. The Company also strives to minimize complaints, address customer needs promptly, and build lasting relationships while fostering trust and confidence in its products and services.
For more information available in:
1. Quality and Safety Management of Food Products
The Company has adopted international food quality and safety standards including FSSC 22000, GHP, HACCP, and other international quality management standards to strengthen customer and consumer confidence all products released to the market are safe, free from contamination, and to mitigate potential health risks and impacts on customers, consumers, and vulnerable groups. In 2025, the Company improved its quality and safety management system by achieving Halal certification from the Badan Penyelenggara Jaminan Produk Halal (BPJPH) in Indonesia, which shows that the Company's food products meet Islamic rules and legal standards.
The Company achieved the following certifications:
Performance
2. Customer Relationship Management
The Company prioritizes customer relationship management to maintain customer confidence and satisfaction through responsible business operations and marketing activities. This includes providing accurate, clear information and services, offering adequate information to help customers and consumers make purchasing decisions, and continuously developing products to meet customer needs. The Company also manages customer relationships and has a complaint-handling process in place to resolve product and service issues. This helps build trust in the product brand, creating brand loyalty and fostering sustainable relationships and mutual growth with customers.
- Health & Nutrition Product Development
Promoting a healthy and sustainable quality of life for customers and consumers is one of the Company’s key strategies. In response to the growing emphasis on health among consumers nowadays, the Company is developing products that support well-being and meet the needs of health-conscious consumers and vulnerable groups. For example, IMPERIAL Butter Cookies Less Sugar was launched for health-conscious consumers in 2025. Bakers’ Choice crackers were developed for health-conscious consumers and the elderly. The Company also plans to continuously expand and further develop health-promoting products in the future.
- Developing Services to Enhance Quality and Safety
The Company prioritizes the continuous improvement of service quality to create positive customer experiences and strengthen confidence in products and services throughout the value chain. The Company has developed cold chain logistics for the delivery of dairy products and other goods that need to be kept at cool temperatures to ensure quality, freshness, and safety from the factory to the customer. This system reduces product quality risks and reinforces confidence in the Company’s food safety management standards.
In addition, the Company operates KCG Fresh & Frozen, a distribution channel offering high-quality chilled and frozen products, including butter, cheese, and bakery ingredients, delivered directly to customers’ homes nationwide through online platforms. Delivery schedules are confirmed in advance for each order, enhancing convenience, accuracy, and customer satisfaction. These developments in delivery systems and services reflect the Company’s commitment to continuously improving service quality, responding to customer needs, and building sustainable customer relationships.
- Product and Service Communication
The Company prioritizes clear and easy-to-understand communication with consumers through product labels, recognizing the health impacts of its products on vulnerable groups such as children and youth, the elderly, and consumers with food allergies. Therefore, the Company operates its business in accordance with the consumer protection practices. The Company also acknowledges the importance of providing accurate nutritional information to support informed consumer decision-making.
The Company supports changes in nutrition information labels according to the Food and Drug Administration (FDA) policy regarding Guideline Daily Amounts: GDA which provides information on energy, fat, sugar, and sodium per package unit, along with allergy information and warnings. This serves as a tool for customers and consumers to compare nutritional values and make healthier, more balanced food choices.
The Company has established a Regulatory Affairs Department, responsible for reviewing product labels, advertising, and marketing and for coordinating with the Food and Drug Administration (FDA) to ensure compliance with applicable laws and the accurate communication of required information. The regulatory affairs unit also monitors and updates relevant requirements in line with legislative changes to minimize potential adverse impacts on consumers. To support the provision of healthier nutritional choices for consumers, the Company has developed products that meet the “Healthier Choice” criteria and have been certified for the use of the Healthier Choice symbol by the Thai Food and Drug Administration (FDA), in collaboration with the Institute of Nutrition, Mahidol University. This marks an important first step in expanding the Company’s portfolio of healthier product alternatives in the future.
Example of Product Labels with nutrition information
In 2025, 100% of the Company’s product labels displayed nutritional information in compliance with applicable food laws. In addition, the Company has voluntarily provided product labels on supplementary nutrition to offer important and beneficial nutritional information, enabling consumers to make informed decisions when selecting the Company’s products.
- Proactive Promotion of Health and Nutrition Education
The Company recognizes that access to health and nutrition knowledge should be available to all groups, particularly vulnerable groups. Therefore, the Company continuously conducts health and nutrition education activities to enhance knowledge, understanding, and appropriate and safe food consumption behaviors.
Complaint Management
- Complaint Handling Process
The Company has a system to handle complaints regarding product and service quality and negative impacts on the health of customers and consumers, as well as other business-related concerns. To ensure accessibility, speed, and convenience for customers, the Company provides multiple complaint channels, both online and offline, to support customer complaints. The Customer Service Department is responsible for coordinating with relevant departments, conducting initial investigations, and responding to customers within 24 hours regarding quality complaints. The Corporate Quality Department promptly analyzes the cause of quality-related issues and provides preventive actions. The Company will promptly collaborate with all relevant parties, prepare a report, and respond to customer complaints within 2 business days of receiving notification from the customer complaints management system. This system records every complaint and resolution to track product and service defects, as well as operational issues. Follow-up meetings with executives are held monthly to review performance, monitor, and prevent recurring issues, leading to a continuous improvement of product and service quality. In the event of a product quality or safety incident affecting consumers, the Company has established a systematic product recall process to minimize potential adverse impacts on consumers and stakeholders.
- Customer and Consumer Complaint Handling Management
To enhance efficiency in handling the product quality and safety issues, the Company holds regular meetings to follow up on recurring complaints, requiring relevant departments to urgently propose corrective and preventive measures. Summaries of complaint resolutions are submitted to the executives and relevant departments on a monthly basis to ensure continuous monitoring and improvement.
The Company has established a target to reduce the number of quality and safety complaints per annual sales volume1 by 5% compared to the previous year. In 2025, the number of complaints per sales volume decreased by 17.7% compared to 2024, exceeding the established target.
This achievement resulted from the emphasis on quality assurance (QA) and quality control (QC) at every stage of the production process to ensure compliance with established standards and maintain consistent product quality and safety.
- Response time for complaints, corrective and preventive action
In 2025, the Company sets higher targets for responding to customer complaints, identifying root causes, and implementing corrective and preventive actions within two business days of receiving notification through the Company’s complaint management system. The target for customer satisfaction was increased from 70% to 75%. However, the Company achieved a satisfaction rate of 81.68%, exceeding the set target. This performance reflects the Company’s efforts to develop and elevate its complaint management process to improve speed and efficiency. The Company adopts a cross-functional collaboration to systematically resolve complaints, with a focus on early detection and effective control of quality issues to continuously prevent and reduce customer and consumer complaints.
Remarks: 1 The Company has revised the basis for comparing complaint rates from the volume of goods produced (tons) used in 2024 to the sales volume. This change provides a more accurate and transparent assessment of product quality and safety performance and better reflects customer satisfaction levels.
Enhance Customer Satisfaction
The Company conducts an annual customer satisfaction assessment to analyze feedback on products and services, using the results as guidance for developing products and services, reducing complaints, and creating sustainable brand loyalty.
In 2025, the Company improved customer satisfaction evaluation by implementing the Net Promoter Score (NPS) to measure customer loyalty and satisfaction. This evaluation covers five areas: products, transportation, sales and services, complaint handling, and payments. Data is collected from all customer groups and sales channels, complaints and issues are analyzed for improvement, monthly meetings are held, and a summary report of customer complaints is sent to relevant parties monthly. By responding promptly and efficiently to complaints, the Company strengthened customer confidence in 2025, as reflected in a customer satisfaction rating of 80%, which is considered a good level. This indicates that customers are not only satisfied but are also willing to recommend the Company’s products and become brand advocates. This outcome reflects the Company’s ability to resolve issues promptly and transparently while clearly communicating corrective and preventive measures to customers. The Company also systematically collects and analyzes customer feedback to develop and enhance its customer satisfaction management plan to sustain satisfaction levels, strengthen trust, and foster long-term customer relationships.
More information on other highlight product safety and responsibility to customer and consumer projects is available in KCG Sustainability Report 2025
KCG Sustainability Performance Data 2025 - Social Performance