De Forest Group: Elevating Southern Thai Cuisine and Empowering Local Economies
Expanding halal food offerings, De Forest Group thrives amid economic challenges in Thailand’s southern border provinces.
De Forest Group Co, a halal food enterprise, has emerged as a successful small and medium-sized enterprise (SME) in Thailand's southernmost provinces: Narathiwat, Yala, and Pattani.
The company's operations exemplify how local culinary traditions can be transformed into a thriving business, despite the economic challenges faced in these areas.
Founded by Muhammadfahmee Talek, the company began its journey in 2019 with the opening of Roti De Forest in Pattani.
Talek, a local with an educational background in medicine and epidemiology, shifted his focus from academia to business after decades of researching poverty.
In his presentation at the "Voice of SMEs: Success Stories of Innovation" seminar hosted by the World Bank, Talek outlined the obstacles faced in establishing a business within a region marked by low purchasing power among consumers.
Recognizing the potential of local cuisine, he sought to enhance and add value to traditional dishes often sold at low prices, such as nasi dagang, which requires substantial effort to prepare.
Initially, the business faced significant hurdles related to its customer base.
In response, De Forest Group focused on developing innovative products and enhancing service quality while building a recognizable brand.
A strategic decision to appeal to both local patrons and foreign tourists with greater purchasing power was instrumental in the business's growth.
To foster talent within the community, De Forest Group invests in employee training and development, creating career pathways for local residents.
The company has also harnessed technology to improve operational efficiency and digital skills among its staff, which has allowed them to expand their market reach effectively.
As of now, De Forest Group encompasses four restaurant brands with a total of 14 branches throughout the three southern border provinces.
It employs around 450 individuals and generates annual revenue estimated at approximately 200 million baht.
The establishment has garnered support from a diverse clientele, notably Malaysian tourists, contributing positively to the local economy and boosting regional tourism.
The company’s ongoing commitment to development reflects its aim to inspire other SMEs in Thailand, particularly those confronting economic hardships, to pursue innovative approaches and persist in overcoming challenges.
The company's operations exemplify how local culinary traditions can be transformed into a thriving business, despite the economic challenges faced in these areas.
Founded by Muhammadfahmee Talek, the company began its journey in 2019 with the opening of Roti De Forest in Pattani.
Talek, a local with an educational background in medicine and epidemiology, shifted his focus from academia to business after decades of researching poverty.
In his presentation at the "Voice of SMEs: Success Stories of Innovation" seminar hosted by the World Bank, Talek outlined the obstacles faced in establishing a business within a region marked by low purchasing power among consumers.
Recognizing the potential of local cuisine, he sought to enhance and add value to traditional dishes often sold at low prices, such as nasi dagang, which requires substantial effort to prepare.
Initially, the business faced significant hurdles related to its customer base.
In response, De Forest Group focused on developing innovative products and enhancing service quality while building a recognizable brand.
A strategic decision to appeal to both local patrons and foreign tourists with greater purchasing power was instrumental in the business's growth.
To foster talent within the community, De Forest Group invests in employee training and development, creating career pathways for local residents.
The company has also harnessed technology to improve operational efficiency and digital skills among its staff, which has allowed them to expand their market reach effectively.
As of now, De Forest Group encompasses four restaurant brands with a total of 14 branches throughout the three southern border provinces.
It employs around 450 individuals and generates annual revenue estimated at approximately 200 million baht.
The establishment has garnered support from a diverse clientele, notably Malaysian tourists, contributing positively to the local economy and boosting regional tourism.
The company’s ongoing commitment to development reflects its aim to inspire other SMEs in Thailand, particularly those confronting economic hardships, to pursue innovative approaches and persist in overcoming challenges.
