KCG Corporation Public Company Limited (KCG), a leader in food products for modern lifestyles, is celebrating the festive season by launching its signature “Cheese Board” through the “Friends of Hound Celebration 2024” campaign in collaboration with GREYHOUND CAFÉ to deliver a premium dining experience and features a co-created menu with Cheeseboard.

The Cheese Board is positioned as a go-to choice for celebratory occasions and reflects KCG’s commitment to promoting cheese culture in Thailand. The campaign is part of the company’s broader B2B2C strategy to strengthen its leadership in the dairy and cheese market, with the goal of increasing cheese consumption in Thailand by 10% in the coming year.

Mr. Damrongchai Vipawatanakul, Chief Executive Officer and Managing Director of KCG Corporation Public Company Limited (KCG), stated:

“The cheese market in Thailand is valued at 2.7 billion baht in 2024, reflecting 7% growth compared to the previous year. KCG leads the market with a 29% share, driven by the success of our flagship brand, Allowrie, along with over 20 other cheese brands in our portfolio, including EMBORG, EMMI, and Île de France. Today’s consumers have increasingly diverse needs and place greater value on their dining experiences. As a leader in the dairy and cheese market, KCG not only manufactures and imports high-quality cheese from around the world but also focuses on delivering meaningful experiences. This is the foundation of our B2B2C strategy, using KCG’s quality products to craft a wide variety of global cheese-based menu options, aimed at enhancing and elevating the dining experience for consumers.”

KCG’s B2B2C Strategy Includes:

• “The Right Partner” A strategic collaboration between KCG, a leader in food products for modern lifestyles, and GREYHOUND CAFÉ, a top food service provider known for delivering premium lifestyle experiences. The partnership aims to reach modern consumers who seek more than just meals, both brands share the vision of creating elevated food experiences that align with contemporary lifestyles.
• “The Right Product” This initiative introduces world-class cheese in an accessible and appealing format such as the Cheese Board, allowing consumers to explore and enjoy a variety of cheeses together. The product is designed to pair well with different types of food and beverages, featured as part of the “Friends of Hound Celebration 2024” campaign by GREYHOUND CAFÉ.
• “The Right Time” Launching the Cheese Board as the perfect menu item for celebrating the festive New Year season. It helps consumers become more familiar with KCG’s cheese products while enhancing their experience through educational touchpoints on how to enjoy cheese. This approach fosters deeper appreciation and encourages future selection of KCG cheese products.

“Friends of Hound Celebration 2024” is a festive campaign that brings together leading brands, fine dining, and distinctive experiences in a unique restaurant setting. The collaboration between GREYHOUND CAFÉ, Hendrick's Gin, KCG Corporation, San Benedetto, and Wine Garage aims to create memorable moments through special menus and exclusive promotions designed for sharing with friends and family. From November 25, 2024 to February 28, 2025, the campaign features a partnership with KCG, Top-tier cheese expert, to showcase cheese culture, highlighting different types, origins, and pairing ideas that elevate flavour experiences to suit modern consumer lifestyles. The goal is to evolve the cheese board into a festive food centerpiece.

Guests are invited to discover a curated selection of global cheese menus at the GREYHOUND Cheese Plate, available at all 3 branches: Another Hound Café at Siam Paragon, Central Embassy, and GREYHOUND CAFÉ at The EmQuartier.

Follow news and updates about KCG and the Friends of Hound Celebration 2024 campaign at www.kcgcorporation.com and www.greyhoundcafe.co.th.