Bangkok: Amidst a fiercely competitive market for spicy seasonings, Macvan has made a strategic pivot by highlighting "Makhaewan," a rare Thai herb, as its core ingredient. The brand is positioning itself to appeal to health-conscious consumers and those seeking novel flavors through its unique selling points of being "fragrant, tangy, and non-numbing" as it prepares for international expansion in five countries.
According to Thai News Agency, Ms. Airin Taweekuekoolkit, CEO of Chimthai Co., Ltd., the owner of the MAKVAN brand, explained that the origin of Macvan was rooted in a desire to create value for Thai ingredients. This initiative began when a community informed her of their plans to replace Sichuan peppercorn trees with corn due to a lack of sales and popularity. Recognizing the medicinal properties of Sichuan peppercorns, which are beneficial to the digestive and respiratory systems, she decided to leverage this to preserve traditional knowledge and generate income for the community. Her approach, "Today innovation, Tell yesterday's story," reflects the use of new innovations to convey the past through food products.
Macvan's products distinguish themselves with a unique flavor profile offering a fragrant, fizzy taste akin to craft soda or refreshing yuzu, diverging from traditional mala flavors that emphasize spiciness and numbness. Its products are also health-conscious, featuring no MSG, preservatives, or artificial colors. The range includes Dry Rub (meat marinade powder), Seasoning (chili powder), and soon-to-be-launched Hot Sauce, Spicy Mayo, and BBQ Mayo.
Airin's marketing strategies are focused on targeting customers who are eager to explore new flavors, segmenting them by product characteristics. For instance, sauces with a textured consistency appeal to those aged 35 and older, while smoother sauces attract younger consumers under 25. Macvan's rapid growth is evident as it targets sales of 100 million baht within three years and plans for expansion into five international markets. Currently, its products are available in leading supermarkets like Tops Market and Gourmet Market, as well as various online channels.
For aspiring entrepreneurs looking to use Thai herbs in business, Ms. Airin offers three key pieces of advice: Focus on one ingredient and study it thoroughly, find a clear market position and simplify complex issues, and combine strategy with passion and perseverance, as health trends and storytelling are highly sought after in the market. "Difference creates positioning and success" is a mantra behind Macvan's achievements, fostering a sustainable business ecosystem that benefits both the community and consumers.