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opportunity to step in to create
employment opportunities. At the
same time, businesses can harness
the Southeast Asian entrepreneurial
spirit to help brands reach
consumers more effectively pre- and
post-COVID-19.

Companies in Southeast Asia
can turn to numerous business
models such as affi liate marketing
to incentivize individuals to For example, in September 2020, promoting and selling them their
promote and sell their products to CP Group in Thailand pledged to products. In the Philippines, Alaska
consumers. For example, Fiesta, hire 28,000 new graduates to reduce Milk has created a social media
a company owned by PT Charoen the unemployment rate among site Alaskapreneur to promote its
Pokphand Indonesia, has a reseller graduates. The conglomerate also offerings, while sharing tips with
program for its ready-made meals has the “CP Community Fridge” food entrepreneurs.
and frozen processed meat. One of and “CP Fresh Shop” entrepreneur
the conditions is to own a freezer programs to help Thais to generate Moreover, brands can inspire
to store the Fiesta frozen foods to income from selling fresh and individuals hoping to start their own
sell from their homes. Whereas, frozen CP branded products. In the business. By doing so, companies can
Farm Fresh, one of the leading dairy Philippines, Coca-Cola has provided position themselves as the partner
companies in Malaysia, has a Home opportunities for repatriated and supplier to small business
Dealer program to help individuals, overseas Filipino worker (OFWs) owners embarking on their culinary
mostly housewives, to supplement as part of the Balik Pinas Project in business. Thus, brands can create a
their income. 2020 to help them start their own close-knit community of individuals
business at home. who are also product users and
GENERATING GOODWILL BY fellow entrepreneurs. Companies
PROVIDING EMPLOYMENT DEVELOPING A SOCIAL can position themselves as a source
Mintel 2030 Food & Drink Trend COMMUNITY TARGETING of inspiration and a companion to
‘Change, Incorporated’ highlights BUDDING FOOD ENTREPRENEURS support these individuals in their
how consumers will turn to Mintel 2021 Food & Drink Trend culinary business.
companies to be the leading forces ’United by Food’ highlights how food,
for change in the next 10 years on drink and foodservice brands can WHAT WE THINK
important societal issues. Mintel take advantage of their positions to Packaged food companies in
research highlights that over two- tie together consumers who share Southeast Asia will stand to gain by
third of consumers in Thailand like the same common interests and grooming a group of entrepreneurs,
to be associated with companies/ passions. Packaged food companies who in turn will help the businesses
brands that align with their values. can reach out to small or budding food capture more shares, especially in
Food and drink companies can step entrepreneurs through a platform traditional trade channels. Besides,
in during times of crisis to provide to provide them with culinary tips businesses can promote their
meaningful employment for the and ideas to help them with their employment creation schemes as
people. business. In the Philippines, four in a CSR, thus generating goodwill.
five consumers say it is important At the same time, brands can

Corporates can generate positive for them to feel part of a community. open up a new revenue stream by
vibes by engaging in corporate selling ingredients to home-based
social responsibility (CSR) programs Brands have an opportunity to entrepreneurs.
to tackle unemployment. By actively bring individual fans
doing so, they can potentially together into online communities
attract consumers who want to be or organise in-person gatherings.
associated with companies/brands At the same time, companies can * Author is APAC Food and Drink Analyst,
that are aligned with their values. reach out to these communities by Mintel

Food Marketing & Technology 41 April 2021