Mrs. Kobboon Srichai, Chief Executive Officer, Corporate Affairs and Investor Relations, CPF, revealed that with the business policy under the vision of a sustainable kitchen of the world, CPF received the 2024-2025 Thailand's Most Admired Company award by using innovation to develop food that is good for the body and good for the heart, according to the Sustainovation concept to meet the needs of food security and sustainable consumption, both in normal and critical times, through a quality production process with clean standards, safe, delicious taste at a reasonable price, ready to create good health for consumers along with social responsibility and care for the environment.

Ms. Anongwi Choorat, Chief Executive Officer, Central Marketing, CPF, added that consumers have diverse and rapidly changing needs, making the development of sausage products a challenge, both in terms of raw materials and standard production processes, with innovation and technology, including new flavors. Therefore, the product can be designed to be a 'Brand for Me' that meets the needs and reaches consumers more, and is an option that everyone thinks of through 4 main strategies: 1. Reinforce quality: Focus on producing sausages from whole meat, along with providing information about protein sources that are delicious and worthwhile for consumers. 2. Develop new products: Presenting new flavors and styles, increasing the fun of eating, especially in the health-conscious group. 3. Expanding access channels: Penetrating the online market, along with promoting marketing activities that directly meet the target group. And 4. Creating Brand Love: Working with presenters and influencers, including creating content that is easy to access, to connect with new generation consumers. CPF is committed to creating a good experience for consumers by developing CP brand products to be 'sausages that everyone loves and thinks of' in every situation, focusing on presenting new things that truly cover the needs. The company reaffirms its image as a leader in the Thai bedding and mattress manufacturing industry, with the potential and expertise to design, produce and distribute quality bedding under the PICASSO and LADY AMERICANNA brands. The company has the largest bedding and mattress manufacturing base in Thailand, located in Chonburi Province, and continues to be committed to moving forward and adapting. And never stop learning, inventing, developing and expanding on mattress innovations for better sleep quality in every dimension. Ready to send a new brand Smile by Picasso with 3 main models: Smile-S, a pocket spring model, stands out with independent spring technology, Quantum Pocket Coil system with more than 1,000 springs, strong, durable, can support more than 1 ton, with Eco High Tensile Ped system for increased stability, supports all body shapes, all movements, distributes body weight evenly, soft and bouncy, not sagging, move without disturbing those next to you, sleep on the full area, can actually use the full 6 feet. Followed by Smile-M, a memory foam model, cool and comfortable all night with Cool Gel innovation, 3 times cool, combined with special memory foam technology, does not accumulate heat, increases the softness and coolness in one, reduces pressure points, adds Charcoal Foam, does not collapse easily and eliminates unpleasant odors, reduces the accumulation of fungus and bacteria, supports every sleep. Finally, Smile-L, 100% real latex, flexible, hugs all body shapes, does not cause back pain, does not accumulate dust mites and bacteria, does not cause allergies. Combined with Cool Gel Foam technology, it distributes coolness and air circulation well, answering all relaxation needs. All Smile by Picasso products come in modern packaging, vacuum-packed (lo-pack), convenient, easy to order through all online channels, suitable for moving in narrow spaces, going up stairs, taking the elevator, starting at only 2,990 baht.

• The mattress purchasing behavior of Gen Z emphasizes quality, value for money, and convenience. It was also found that the launch of all 3 Smile by Picasso models is in line with the mattress purchasing behavior of Gen Z, who tend to choose quality mattresses and pillows from reliable brands, with modern innovations and technology, suitable for the body's physiology, helping to reduce back pain, soft and comfortable to sleep on, helping to sleep soundly all night long at a reasonable price. They are also interested in new mattress models with packaging that is easy to move and easy to install, while the online ordering channel that is easy and convenient, allowing you to shop anywhere, anytime, is still ranked number 1.

• The online bedding and mattress market is worth no less than 2 billion baht, while the trend of expanding Thai households in the modern city is turning to living alone, buying condos, or separating to live as a small family, buying new houses to meet travel needs or wanting to live a private life, as well as having behaviors to order products through online channels because it is convenient and can be shopped anywhere, anytime. These factors will result in growth in the bedding and mattress business. The company expects that the current online bedding and mattress market is worth no less than 2 billion baht.

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