Smile Heart Foods: Answer Every Need Because Customers are at the Heart of its Operations

Beginning of Smile Heart Foods

In 2000, Smile Heart Foods set up its factory in Samut Sakhon. Noticing that most frozen products back then mainly used chicken and pork as ingredients, the company chose to develop surimi-based products. The feedback was great and included an opportunity for the company to supply its products to a popular Japanese restaurant brand. Its sales, as a result, have risen significantly both in Thailand and overseas.

“During those years, we focused on producing processed foods like imitation crab sticks, sausages, and fish tofu. More than 80 percent of our products were made from surimi and the rest were side dishes like kimchi and seaweed salad. We are proud of our journey. From our humble origin, we have grown into a big facility and presented a more comprehensive range of products today,” Mr. Rojjanin said.

According to him, Smile Heart Foods is always committed to developing high-quality products on the philosophy of friendliness, closeness, and consumer trust, as it wishes to make end-consumers happy with every bite. Driven by this commitment, Smile Heart Foods continues to innovate and enhance the value of its food offerings by emphasizing nutritional benefits and food safety. The goal is to meet the needs of modern consumers who care about not just their health but also the environment. All products are manufactured under internationally recognized standards such as BRC (British Retail Consortium), the Department of Fisheries’ standards, and Halal certification.

Enhancement & Boundless Solutions

“We offer production flexibility and food innovations that respond to customers’ needs, not just fast but also comprehensively. Whether customers require small-batch production or have new product ideas, we can efficiently answer their specific requirements, ensuring the highest level of consumer satisfaction and accessibility,” Mr. Rojjanin continued.

“Our product development goes beyond fulfilling purchase orders. We serve as an idea partner, working with clients from the very beginning of the process—helping to conceptualize, design, and solve problems effectively under the slogan ‘Complete all needs, be everything to you’. For example, our customers have limited space and staff for their fried meatball shops. We, therefore, have helped develop semi-finished balls so that customers just need two minutes of frying to get the items ready for serving. This innovation saves labor cost, enhances services, and increases end-consumer satisfaction, paving the way for our customers to expand their business further.”

Quality Must Go Hand in Hand with Responsibility and Sustainability

“On top of producing quality food, our business has upheld sustainable social and environmental responsibility. For example, we pay caring attention to local communities and the environment. We have replaced fuel oil with cleaner-burning gas even though it means higher costs, as we are determined to improve the environment in the long run. In addition, we apply the Zero Waste concept to manage production scraps, for instance, by converting leftover packaging film from the production line into fuel. This approach reduces waste and enhances the efficient use of resources,” he explained.

“So, to us, packaging is also a strategic element that directly impacts product sales. We focus on ensuring that our packaging extends shelf life, preserves product quality, minimizes damage during transportation, and clearly displays all essential product information.”