Department of International Trade Promotion shines spotlight on Thai Select mark as quality guarantee for Thai restaurants in overseas markets
Bangkok–27 Oct–Mode Image
The Department of International Trade Promotion (DITP), Ministry of Commerce, is promoting the quality of Thai restaurants in overseas markets with the “Thai Select” logo, a logo of quality that will raise international awareness and recognition of Thai food while also driving Thai restaurants overseas and food manufacturers to step up and maintain exceptional Thai tastes and quality for a global audience under the government’s “Kitchen of the World” policy.
Mrs. Malee Choklumlerd, Director-General of the DITP, said, “Thai food has long been known all over the world. Today, there are over 15,000 Thai restaurants worldwide, delivering unique Thai flavors to the delight of people across the globe. Thai food is so popular that we now have Thai restaurants – both of the genuinely Thai and the imitation kind – in operation everywhere. The Thai government is aware of the situation and recognizes the importance of maintaining a consistent standard of taste and quality for Thai food. This has led to the formation of the Thai Select project, which awards the titular stamp to Thai restaurants outside of Thailand that serve Thai food with genuine Thai tastes and with ingredients from Thailand. This will allow foreigners to see the true quality of genuine Thai food. Additionally, the stamp is also applicable for ready-to-eat Thai food products that meet the criteria. We hope that the logo will not only provide a means of quality certification but also inspire Thai food businesses to strive for even better quality while also maintaining the distinctive tastes of Thailand – resulting in added value for Thai food internationally and more widespread global recognition.”
In awarding the Thai Select logo, the DITP considers various criteria regarding taste, quality, service, and atmosphere and decoration. The logo itself is available in two levels:
Thai Select PREMIUM: Awarded to restaurants scoring five or more stars. Denotes outstanding food quality, restaurant decoration, and service.
Thai Select: Awarded to restaurants scoring three to four stars. Denotes good food quality.
The Thai Select stamp of approval not only takes into account the dishes on offer but also the service quality and general atmosphere – including the chef’s expertise in cooking food with genuine Thai tastes. With high standards and stringent requirements, the Thai Select logo is a true symbol of quality that has inspired Thai restaurants worldwide to dedicate more resources towards chef training as well as general quality improvements across the board. As of October 2015, 1,429 Thai restaurants have received the Thai Select Mark – including 666 in North America, 390 in Europe, 262 in Asia, 65 in Oceania, and 46 in the Middle East and Africa.
The Thai Select Project is one of the DITP’s many key initiatives and the subject of many public relations activities for international audiences. This year, the Department is planning a wider range of activities to raise awareness of the program among Thais and foreigners alike and position the Thai Select logo as the top-of-mind brand when it comes to quality Thai food – a position that will enable the program to achieve sustainable long-term success.
For more information, please contact the Kitchen of the World working team, Office of Agricultural and Industrial Business Development, Department of International Trade Promotion, Ministry of Commerce at 02 507 8394.