What are Mission Vision & Core Values of Thai Union Group Company?

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What are the Mission, Vision, and Core Values of Thai Union Group?

Mission and vision statements are the cornerstones of a successful business, articulating its purpose and future direction. These declarations guide decisions, shape corporate identity, and foster a cohesive culture. Thai Union Group, a global seafood leader, uses these principles to navigate its industry.

The company's mission, vision, and core values are integral to its operational framework, guiding sustainable sourcing, innovation, and meeting global demand for healthy seafood. They define Thai Union's strategic trajectory and commitment to responsible practices, ensuring alignment across its global operations. For a deeper dive, consider the Thai Union Group PESTEL Analysis.

The Thai Union Group mission statement emphasizes its role as a transformative force within the global seafood sector. It aims to deliver positive impacts for both individual consumers and business clients, while also shaping the overall management of the seafood category. This commitment to leadership and positive change is central to its operational philosophy.

Industry Leadership

The Thai Union Group mission positions the company as a leader in driving innovation and improvement across the seafood industry.

Consumer Focus

A key aspect of the mission is to create tangible positive differences for consumers through its products and practices.

Customer Value

The mission also highlights the commitment to delivering significant value and positive outcomes for its business customers.

Category Management

Thai Union Group aims to influence and improve how the entire seafood category is managed, promoting better standards.

Positive Impact

The core of the mission is to generate a real and measurable positive impact across its operations and the broader industry.

Agent of Change

This phrase underscores the company's proactive approach to transforming the seafood industry for the better.

The Thai Union Group mission, as a leading agent of change, is deeply rooted in sustainability and innovation. For instance, in 2024, the company launched the Lower Carbon Shrimp Program in Thailand, a collaborative effort with The Nature Conservancy and Ahold Delhaize USA. This initiative directly supports the Thai Union Group sustainability mission by aiming to decarbonize shrimp production and reduce Scope 3 greenhouse gas emissions, benefiting consumers with more sustainable products and influencing industry practices. Furthermore, Thai Union's commitment to sustainable tuna sourcing is evident, with 98.9% of its total tuna volume in 2024 sourced from MSC-certified fisheries, those in MSC assessment, or credible fishery improvement projects. This represents a 14% increase from 2023, showcasing the company's dedication to its core principles and its vision for sustainable seafood. For more insights into the company's structure, explore the Owners & Shareholders of Thai Union Group. These efforts align with the Thai Union Group corporate philosophy and its ethical values, demonstrating how its mission statement analysis translates into tangible actions in the global seafood market.

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The Thai Union Group vision extends beyond traditional seafood production, aiming for global leadership in marine health and nutrition. This ambitious goal is supported by their Strategy 2030, which explores new areas like aquaculture and alternative proteins. The company's strong financial performance in 2024, with sales increasing by 1.7% year-on-year to THB 138,433 million and a gross profit margin reaching an all-time high of 18.5%, demonstrates its capability. Thai Union Group's consistent ranking as number one in the food products industry on the Dow Jones Sustainability Indices (DJSI) in 2024, for the fourth time since 2018, further highlights its commitment to sustainability, a core component of marine health.

Visionary Leadership

Thai Union Group's vision is to lead in marine health and nutrition globally, moving beyond conventional seafood.

Strategic Expansion

Strategy 2030 guides their exploration into aquaculture ecosystems and alternative proteins.

Financial Strength

In 2024, sales rose by 1.7% to THB 138,433 million, with a 18.5% gross profit margin.

Sustainability Focus

Ranked first on DJSI in 2024 for food products, emphasizing their commitment to ethical values.

Global Ambition

The Thai Union Group vision for the future aims for market leadership and industry disruption.

Core Principles

Their core values and employee commitment drive their mission in the seafood industry.

The Thai Union Group vision is to become the world's leading marine health and nutrition company. This forward-oriented vision statement outlines Thai Union's ambitious aspiration to transcend its traditional role as a seafood producer and establish itself as a leader in comprehensive marine health and nutrition. The scope of this vision is global, aiming for market leadership and significant industry disruption by focusing on a broader concept of 'marine health' beyond just seafood production. This includes exploring new frontiers such as aquaculture ecosystems and alternative proteins, as outlined in their Strategy 2030. The vision appears realistic yet aspirational, supported by the company's strong financial performance in 2024, where sales increased by 1.7% year-on-year to THB 138,433 million, and its gross profit margin reached an all-time high of 18.5%. Furthermore, Thai Union's consistent ranking as number one in the food products industry on the Dow Jones Sustainability Indices (DJSI) in 2024, for the fourth time since 2018, demonstrates its capability and commitment to leading in sustainability, which is a core component of marine health. For more on the company's background, read this Brief History of Thai Union Group.

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Thai Union Group's core values are fundamental to its operational framework, guiding its strategic decisions and fostering a cohesive corporate culture. These values ensure the company's commitment to ethical practices, sustainability, and innovation across its global seafood business. The four core values of Thai Union Group are Passionate, Humble, Respectful, and Responsible, which collectively define its approach to business and stakeholder engagement.

Passionate

This value signifies a deep enthusiasm and commitment within Thai Union Group, driving continuous innovation in product development, such as expanding into high-margin frozen products in the US. It fosters a corporate culture where employees are motivated to excel, translating into a dedication to meeting evolving consumer demands for healthy and convenient seafood options.

Humble

Humility at Thai Union Group involves an openness to learn and adapt, reflected in a corporate culture that values feedback and careful assessment of ideas. This enables the company to acknowledge challenges, like global economic slowdowns in 2024, and proactively adjust strategies to maintain market leadership, learning from both successes and setbacks.

Respectful

Respect underpins Thai Union Group's interactions with all stakeholders, embedded in its Business Ethics and Labor Code of Conduct, ensuring equal treatment and diversity among employees. This value extends to responsible sourcing and adherence to ethical standards throughout the supply chain, recognizing human rights and fair labor practices.

Responsible

Responsibility is a cornerstone of Thai Union Group's operations, particularly concerning sustainability, evident in its SeaChange 2030 strategy with a USD 200 million investment by 2030. This commitment ensures healthy food provision while safeguarding the environment, strengthening traceability, and preventing illegal, unreported, and unregulated (IUU) fishing.

These core values of Thai Union Group are integral to its identity and operational success. To understand how these principles shape its strategic direction, explore the next chapter on how the Mission, Vision & Core Values of Thai Union Group influence the company's strategic decisions.

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A company's mission and vision are fundamental to its strategic direction, shaping decisions from product innovation to market positioning. These guiding principles ensure that every action taken aligns with the organization's ultimate purpose and aspirations.

Thai Union Group's Strategic Compass: Mission, Vision, and Values

Thai Union Group's strategic decisions are deeply influenced by its mission and vision, as evidenced by its 'Strategy 2030' and 'SeaChange 2030' initiatives. These statements are not mere platitudes but actionable frameworks that guide everything from product development to sustainability investments.

• The vision to be the 'world's leading marine health and nutrition company' directly informs 'Strategy 2030'.
• This strategy aims to boost net sales to USD 7 billion by 2030, up from USD 3.9 billion in 2024.
• The company also targets doubling EBITDA from approximately USD 400 million to between USD 700-800 million within six years.
• 'Strategy 2030' is built on three pillars: revitalizing the core business, driving growth in areas like pet care and frozen foods, and exploring new frontiers such as alternative proteins.

Mission in Action: Sustainability Commitments

The mission to be an 'agent of change' and the vision for 'Healthy Living, Healthy Oceans' are directly reflected in substantial investments in sustainability through SeaChange 2030. Thai Union has committed USD 200 million by 2030 to enhance traceability, support ocean conservation, and reduce emissions.

Measurable Sustainability Progress

In 2024, Thai Union sourced 98.9% of its tuna from sustainable fisheries, a 14% year-on-year increase. The company achieved 97% on-the-water monitoring coverage in its tuna supply chain, with 100% coverage anticipated by the end of 2025.

Environmental Impact Reduction

By 2024, the company successfully reduced its Scope 1 and 2 greenhouse gas emissions by 21% against its 2021 baseline, demonstrating a tangible commitment to environmental stewardship.

Leadership Endorsement of Vision

CEO Thiraphong Chansiri emphasizes that safeguarding the ocean is a long-term investment in global resilience, directly linking sustainability efforts to business strategy and shared responsibility.

Strategic Partnerships for Growth

The business alliance with Mitsubishi Corporation, increasing its stake to 20% in August 2025, aligns with expanding market access and enhancing procurement, supporting the growth ambitions outlined in Strategy 2030, which is a key aspect of the Growth Strategy of Thai Union Group.

Core Values in Practice

While specific core values are not detailed here, the company's actions in sustainability and strategic growth clearly demonstrate a commitment to long-term vision and responsible business practices.

Thai Union's mission and vision are integral to its strategic decisions, influencing investments in sustainability and growth targets. Explore how these core principles can be further refined in the next chapter.

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Enhancing the mission and vision statements can better reflect the company's evolving focus on diversified nutrition and direct consumer well-being. This involves explicitly incorporating aspects like alternative proteins and personalized health solutions into their forward-looking statements.

Refining the mission to emphasize the direct human benefits of their products, such as improved well-being through healthy and sustainable options, can create a stronger emotional connection and societal impact.

Broaden Nutrition Scope in Vision Statement

The vision statement could be updated to explicitly include the company's expansion into alternative proteins and specialized health products, aligning with evolving consumer preferences for diversified food sources.

Integrate Human-Centric Benefits in Mission Statement

The mission could be reframed to more directly articulate how the company's role as an 'agent of change' enhances human well-being through innovative, healthy, and sustainably sourced products.

Emphasize Agility and Continuous Evolution

As the company embraces emerging technologies, its mission and vision might benefit from language that signifies continuous adaptation and innovation in response to market dynamics.

Highlight Leadership in Sustainable Protein Solutions

Framing growth opportunities around leadership in 'blue foods' and sustainable protein solutions reinforces the company's commitment to UN SDG 14: Life Below Water and its position in the future food system.

The Thai Union Group mission is centered on being a 'leader in the global seafood industry, making a positive difference to the way the category is managed.' This mission underscores a commitment to responsible practices and industry advancement. The Thai Union Group vision is to 'become the world's leading marine health and nutrition company.' This vision highlights an ambition to be at the forefront of both health and nutrition within the marine sector.

The core values of Thai Union Group are deeply embedded in its operational philosophy. These include a strong emphasis on 'People', recognizing the importance of employees and stakeholders; 'Product', focusing on quality, safety, and innovation; 'Planet', demonstrating a commitment to environmental sustainability and conservation, particularly concerning marine ecosystems; and 'Performance', driving for excellence and profitable growth. These Thai Union Group company values guide their strategic decisions and day-to-day activities, aiming to achieve their Thai Union Group business purpose of providing healthy and nutritious seafood products to consumers worldwide while upholding ethical standards.

The Thai Union Group corporate philosophy is built around these pillars, aiming to foster a culture of responsibility and continuous improvement. Understanding the Thai Union Group vision and mission explained reveals a company dedicated to not only commercial success but also to contributing positively to the environment and society. The Thai Union Group sustainability mission is a critical component, directly linked to their commitment to UN SDG 14: Life Below Water, aiming to protect and sustainably use the oceans. This focus on 'Healthy Living, Healthy Oceans' is central to their operations.

The Thai Union Group ethical values are reflected in their approach to sourcing, production, and employee relations. The Thai Union Group purpose and values are intertwined, with the overarching goal of delivering value to all stakeholders. Examining the Thai Union Group company culture values shows a dedication to teamwork, integrity, and innovation. The Thai Union Group Group's vision for the future is one of sustained leadership in the global seafood market, driven by innovation and a commitment to sustainability.

The Thai Union Group Group's core principles are evident in their consistent efforts to improve their operations and minimize their environmental footprint. The Thai Union Group Group's mission in the seafood industry is to set benchmarks for quality and responsible management. The Thai Union Group Group's vision for sustainable seafood is a key driver of their long-term strategy, ensuring the health of marine resources for future generations. The Thai Union Group Group's core values in practice are demonstrated through various initiatives aimed at social and environmental betterment.

A Thai Union Group Group's mission statement analysis indicates a forward-thinking approach, adapting to global challenges and opportunities. The Thai Union Group Group's vision for the global seafood market is to be a trusted provider of high-quality, sustainably sourced products. The Thai Union Group Group's core values and employee commitment are crucial to achieving this vision, fostering a motivated and engaged workforce. The Thai Union Group Group's mission statement analysis also highlights their proactive stance on issues like labor rights and traceability within the supply chain. The Thai Union Group Group's vision for sustainable seafood is not just aspirational but is backed by concrete actions and investments in research and development. The Thai Union Group Group's core values and employee commitment are actively nurtured through training and development programs, ensuring alignment with the company's strategic objectives. The Thai Union Group Group's mission statement analysis shows a clear understanding of the complexities of the modern food industry and a commitment to navigating them responsibly. The Thai Union Group Group's vision for the global seafood market is to lead by example, setting high standards for all industry participants. The Thai Union Group Group's core values and employee commitment are the bedrock upon which their success is built, creating a resilient and adaptable organization. For further insights into the competitive landscape, one can explore the Competitors Landscape of Thai Union Group .