With an over four-decade legacy in dishing up culinary masterpieces that captivate the world’s palate, Blue Elephant, the Michelin-recognized Thai cuisine heavyweight, is about to set the stage on fire at THAIFEX – Anuga Asia 2023, the continent’s premier annual food trade fair held in Thailand. Blue Elephant’s notable presence at this pivotal event signifies the brand’s steadfast determination to elevate Thai culinary delights on the global map.
The Thai cuisine phenomenon known as Blue Elephant encompasses the manufacturing sector through Blue Spice, an integral branch of the group. Blue Spice mirrors the company’s profound commitment to upholding Royal Thai culinary traditions by producing ingredients that are the heart and soul of authentic Thai cuisine.
Blue Elephant’s journey embodies the ‘soft power’ prowess of Thai cuisine, a narrative well-narrated through their Blue Elephant Royal Thai Cuisine restaurants that have been enchanting overseas patrons for over forty years.
Blue Spice’s story dates back to 2005, when it was established to cater to food service providers. However, its roots lie more profound in the trade office founded in 1984 to oversee the shipping of ingredients. This rich legacy will be thoughtfully incorporated into the brand’s grand exposition at THAIFEX.
Featuring a 120-square-metre pavilion, Blue Elephant is all set to take visitors on an exotic gastronomic voyage. Their cuisine promises to cater to a range of palate preferences, thus highlighting the eclectic variety and widespread appeal of Thai cuisine.
“In a conscious attempt to reproduce the gastronomic journey of Bangkok, a city globally celebrated for its culinary diversity, Blue Elephant offers everything from traditional street food to daring fusion dishes, and expertly curated degustation menus,” says Ines Chardonnet, Managing Director of Blue Spice Co., Ltd.
The theme of ‘We Are Family’ will be echoing through the Blue Spice pavilion at THAIFEX – Anuga Asia 2023, signifying the quintessential role of communal dining in Thai culture, as explained by Kevin Somany, Vice Managing Director of Blue Spice. This theme further elucidates the ethos of a family-run business that prides itself on preserving tradition while nurturing a unique company culture.
With Master Chef Nooror Somany Steppe, the founding partner of Blue Elephant, spearheading the creation of a line-up of innovative products, the brand’s offerings will be taken to new heights. Among these are ready-to-heat Massaman and Panaeng Curry Sauces, ready-to-cook Pad See Ew (stir-fried noodles) sets, a new range of curry pastes packed in 100g glass jars, and a variety of Thai Rice noodles. These new entrants will seamlessly integrate with the 85 products produced at Blue Spice’s Pathum Thani plant.
Blue Elephant’s business expansion vision will also get its fair spotlight at THAIFEX – Anuga Asia 2023. The company aims to enhance its business reach by interacting with trade visitors. The fair, which ran from 23rd to 27th May, is predicted to draw a footfall of over 60,000 visitors.
Further, Blue Elephant is looking to redefine its restaurant business model by embracing new investment opportunities. The company is exploring franchise models and more casual, brasserie-style setups while maintaining the grandeur of its flagship Bangkok’s Sathorn dine-in format.
The audacious moves of Blue Elephant continue to shape the trajectory of Thai cuisine in the global gastronomy scene, and the THAIFEX event stands as a testament to its unwavering resolve in this endeavour. Watch this space for more updates on the brand’s journey, and visit Blue Elephant’s website for more information.
Written by: Supaporn Pholrach (Joom)