Case Study! Learn from success with the first organic milk in Thailand, Dairy Home.

Believe that many people should know the Dairy Home brand very well because this brand is considered the first organic milk pioneer in Thailand and is a continually innovative dairy producer for Dairy Home, an organic dairy brand that Thai people have known for almost two decades, but the product is never enough to sell standing among major market leaders both domestically and internationally, founded by Mr. Pruitthi Kerdchuchuen.

Going back 20 years ago, the dairy industry in Thailand was not yet accepted much because many people think Thai farmers’ milk is not very safe and may contain contaminants. This problem makes you behave with long experience in the dairy industry. He wants to get up and fix and develop Thai milk to be more accepted. This inspiration That led him to found Dairy Home.

The heart of his concept of farming is to reduce production costs to a minimum and make the most of available resources Mr. Pruitt tried to raise cows naturally at his farm for the first time before persuading farmers in the neighborhood to try switching to this system, but at first There was hardly any farm to walk with him because countering the trend of the world that spins with capitalism is not as easy as you think.

When used to produce a lot at a time to feed a hungry market So change is difficult. Most of the dairy farms at that time were still competing to raise their cows to get plenty of milk. A cow that produces a lot of milk is a famous cow and can be sold for a price When he persuaded farmers to switch to natural farming, which resulted in reduced productivity. The following question from fellow farmers is ‘Why would they do that?’ And it took too long to wait.


Raising cows in a natural way, giving less milk but good quality.

A turning point in life that made you completely devoted to making organic milk, happened around 2002-2003 when Thailand announced a Free Trade Agreement (FTA) with Australia and New Zealand. This has resulted in milk from these 2 countries entering the Thai market more easily at a much cheaper price.

Mr. Pruitt saw that small farmers like him and others In nearby areas, couldn’t compete with the price of milk from abroad. Therefore, the only way that he could do was choose to fight with “quality”, so he adjusted the business model. By positioning Dairy Home to have a clearer image of organic milk. This is in line with the health-loving trend that has started to come little by little in Thai society.

The problem that Khun Prit has to solve is How to make his organic milk business survive? At the same time, other dairy farmers also have to survive.

It’s not easy to change the behavior of farmers to raise organic cows. For example, cows eat 50 percent of farm feed, 50 percent of supplementary feed, to make cows have more milk, but because the cow’s udder has limited space it can add up to 20 liters of milk when encountering a lot of compressed food. The body produces so much milk that it overflows because mastitis organic farming Is to give cows natural food. The grass must be chemical free then gradually supplemented with concentrated food. The advantage is that the cow is strong, concentrated milk, full of vitamins, protein and fat, and has a delicious taste. The disadvantage is that the amount of milk is reduced from normal, 1 cow gives 20 kg of milk, fed the organic system, milk is reduced to 12 kg, but what sustainable and visible results are profits increase from the cost of food and medicine. Farmers don’t have to pay to buy. The average life expectancy of cows has increased from 8 years to 15 years. Cows live happily and are less ill.

To prove his concept Pruitti therefore conducted a joint research with Kasetsart University to prove that dairy cows raised free-range produce really useful milk. Dairy Home has Grass fed milk, which is milk from cows raised free-range for pasture. Mainly and reduce supplementary food as little as possible, so when cows are fed naturally suitable food It will make the cows happy and healthy, which as a result is Milk is of good quality, rich in nutrients and delicious.


Environmentally Friendly Dairy Farm.

Dairy Home is one of the few brands of milk that carries a carbon label. This is a certified label that the product is environmentally friendly and reduces carbon dioxide emissions.

Mr. Pruitti told us that the main group of drinkers Still an adult who is healthy. It could be a mother buying milk for her child to drink. But nowadays, the demand for Dairy Home milk is increasing. He himself believes that it is because the younger generation is becoming more aware of their health and more about the environment

“We don’t want to increase the product. We just want the right amount of quality. Nowadays, milk in the world market is decreasing. Because the industry makes milk a commodity that does not differ in price. If taking the price as a criterion, Dairy Home milk has no way to compete with anyone because it’s not cheaper than anyone, but if people are aware of health and the environment. He will feel that the price is a little high, but it will be good for him and the environment.”

Besides that Containers, which are glass bottles. We reuse it. Our glass bottles are not single used bottles (disposable use), but bottles that we recall from customers. We require customers to return the bottles to us because every bottle has a price. If the customer collects it back, we have money back. A large bottle costs 5 baht each, a small bottle costs 1 baht, but before returning, you must wash it thoroughly first. The method of washing is the same as washing the dishes. After that, Dairy Home will wash it again and re-sterilize it. The service life of the glass bottle can be re-swirled up to 20 times before discarding and this method can help reduce a lot of plastic waste as well.

Last but not least is wastewater treatment. We are a factory that does not waste water at all.

The water is divided into 2 parts. The first part is the water that is contaminated with a large amount of milk. We will separate it. The other part is the water that is contaminated with a small amount of milk. It is wastewater like a large factory. It is the water that we wash equipment, utensils, machinery, water that is not contaminated with milk. It is a faint white turbid water. For this part of the water, we make a system to send it to spray the grass plot. The grass is very lush because it is watered with fresh milk.

Therefore, it can be seen that from the wastewater can be processed into new milk. Through the process of making grass and bringing the grass to feed the cows As for the garbage, it’s not even worth mentioning. This garbage is gold because we let employees take care of it, collect, sort and then sell and bring income to the welfare fund to use in the matter that he wants to use it to make merit, do CSR, or use it for public benefits as needed.

For the past 20 years, Pruitt has continued to work hard, and in 2030, he intends to make the milk from his farm carbon neutral. According to the policy of the United Nations (UN: United Nations) that wants to reduce the amount of greenhouse gasses emitted into the atmosphere, which is the source of global warming.

In addition to hoping to see the lives of farmers better, a complete ecosystem that brings good quality milk to people to drink and he also hopes this will be a small business model. A new alternative that shows that although we are walking in the current of capitalism, agriculture can develop in parallel with the environment. It also gives good productivity back too.

For those who are interested in helping us market dairy products but don’t know where to start or want to ask for more information You can contact HelloAds.

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