Product Offerings
Products:
Dairy Products: Cheese, Butter, Ice Cream, Yogurt, Milk, Nonfat Dry Milk
California Milk Advisory Board – Thailand (CMAB Thailand) operates as the regional promotional arm of the California Department of Food and Agriculture (CDFA), dedicated to representing and marketing dairy products bearing the Real California Milk seal. Based in Bangkok, Thailand, CMAB Thailand is instrumental in building demand and consumer awareness for high-quality, sustainably produced U.S. dairy products throughout Southeast Asia.
Core Business Activities
CMAB Thailand’s primary mission is to increase the demand and market share of California dairy products in Thailand and neighboring ASEAN countries. The organization engages in:
- Market Development: Promoting the use of California dairy in retail, foodservice, and industrial applications.
- Trade Promotion: Partnering with distributors and importers to expand the footprint of California dairy in Thailand.
- Consumer Education: Raising awareness of the nutritional, functional, and culinary benefits of Real California Milk products.
- Brand Certification & Support: Supporting licensed brands and partners that carry the Real California Milk seal.
Product Categories Promoted
- Cheese: Mozzarella, Cheddar, Monterey Jack, Cream Cheese, Processed Cheese
- Butter: Unsalted and Cultured Butters for bakery and foodservice sectors
- Milk: Whole Milk, Skim Milk, Lactose-Free Milk
- Ice Cream: Premium dairy ice creams made with California cream
- Yogurt: Greek-style, drinking yogurts, and low-fat options
- Nonfat Dry Milk and Milk Powders: For industrial and reconstitution uses
These products are used in restaurants, bakeries, bubble tea shops, and high-end retail channels.
Specialisation and Core USP
CMAB Thailand differentiates itself with its quality seal program, ensuring only genuine California dairy products carry the Real California Milk label. Key USPs include:
- 100% U.S. Origin: All products are made from milk sourced exclusively from California dairy farms.
- Sustainability: Promotes products from one of the world’s most sustainable dairy systems, with a 2050 goal of carbon neutrality.
- Traceability and Assurance: Certification by U.S. dairy industry standards ensures consistent safety, nutrition, and quality.
Financial and Market Insights
While CMAB is a state-managed entity and does not directly trade products, its economic impact is substantial:
- California is the No.1 dairy state in the U.S., producing over 40 billion pounds of milk annually (USDA 2023).
- In 2022, California dairy exports to Southeast Asia exceeded $900 million, with Thailand accounting for approximately $75–$100 million of that trade.
- Cheese accounted for over 60% of all California dairy exports to Thailand, followed by whey and milk powders.
International Engagement and Partnerships
CMAB Thailand actively collaborates with:
- Thai foodservice leaders, including restaurant chains, bakeries, and culinary schools.
- Retailers and importers such as Makro, Villa Market, and Tops for in-store promotions.
- Food exhibitions including THAIFEX – Anuga Asia, FHA Singapore, and regional culinary shows.
Notably, CMAB’s Real California Pizza Contest and Chef Challenges in Bangkok have garnered participation from over 100 foodservice professionals annually.
Target Market
- B2B Channels: Foodservice operators, industrial dairy users, manufacturers of bakery and dessert products.
- B2C Retail: Health-conscious and premium product-seeking consumers.
- Distributors and Importers: Seeking certified, high-quality dairy from the U.S.
Capabilities and Promotional Infrastructure
- In-market representation via Success Marketing Group for public relations and campaign execution.
- Comprehensive marketing programs, including social media, chef outreach, sampling events, and point-of-sale branding.
- Digital platforms in local language tailored for Thai consumers and trade partners.
- Training workshops for chefs, baristas, and importers on dairy application and innovation.
Certifications and Compliance
- Products carrying the Real California Milk Seal are certified for:
- 100% milk origin from California dairy farms
- USDA compliance and FDA food safety standards
- Sustainability and animal welfare programs endorsed by the U.S. dairy industry
- Halal certification available for selected dairy products
Brand Impact and Recognition
- Real California Milk has over 400 licensed products globally, with growing brand equity in Thailand’s bakery and foodservice sectors.
- In 2022, CMAB Thailand’s influencer-led campaigns reached over 2 million Thai consumers, driving awareness and trial among Gen Z and millennial audiences.
- Ranked among the top 3 dairy origin seals recognized by Thai foodservice professionals (2023 Thai Culinary Association survey).
Major Achievements
- Launched the Real California Pizza Contest Thailand Edition, showcasing U.S. cheese innovation in Thai cuisine.
- Expanded licensed brand presence to 20+ U.S. dairy exporters in Thailand within three years.
- Supported Thai dairy importers in achieving a 15% YoY increase in California cheese volumes (2022-2023).
- Developed localized recipe guides and applications in Thai for chefs, enabling easier product integration.
CMAB Thailand continues to serve as the bridge between California’s premium dairy producers and Thailand’s dynamic food and beverage market, fostering quality, trust, and culinary creativity through dairy.