Pathum thani: In Thailand's processed agricultural industry, bananas are considered one of the most challenging fruits to cultivate, facing issues of oversupply and a short shelf life. First-Thananchai Thanatawee, President of Warich Food Co., Ltd., the producer and distributor of Krispypreme brand banana pops, turned this crisis into an opportunity by using innovation to add value to discarded bananas.
According to Thai News Agency, this project began approximately three years ago with support from the National Innovation Agency (NIA) through the AgTech Connect program to assist farmers in the post-COVID era. First discovered that banana farmers in Nong Suea District, Pathum Thani Province, the largest banana-growing area in Thailand, faced a 30% rejection rate in every harvest. These bananas were either too small or had blemishes, making them unsuitable for supermarkets or convenience stores, forcing them to be discarded or used as animal feed. Through research into an innovative "vacuum frying" technology, instead of the traditional, short-shelf-life, highly competitive banana chips, First chose to use vacuum frying technology.
When asked about the special features of "Banana Pop," the answer was clear. The ripe bananas used provide natural sweetness without the need for added flour or sugar. The vacuum frying process allows the bananas to puff up like popcorn, resulting in a crispy, fluffy texture that is not hard or oily. Additionally, the product boasts a long shelf life, lasting up to a year, making it suitable for export.
The journey from startup to the global market required over a year of research and development to find the optimal process, followed by another year to establish a factory that meets industry standards. Krispypreme is currently enjoying great success in international markets, particularly in South Korea, Japan, and China, attributed to the distinctive sweetness and aroma of Thai bananas. Domestically, the product is available in approximately 2,000 7-Eleven stores and online channels.
The brand has not stopped at banana pops, as it has developed "banana flour" from unripe bananas as a long-lasting ingredient and is expanding its business model to Hong Kong and Indonesia. Furthermore, plans are underway to innovate with durian in collaboration with NIA this year.
First-Thananchai Thanatawee offers advice to new startups, emphasizing that adaptability and cash flow management are crucial to overcoming the "valley of death," or the period without revenue. He advises finding an experienced partner for management, creating a revenue-generating model quickly, and utilizing government support from agencies like NIA or the TED Fund to reduce initial risks.
Krispypreme's success is not just about selling pastries; it's about using innovation to address food security issues and create sustainable opportunities for Thai farmers.