Michelin star Chef David Thompson from Bangkok came to us to create an innovative new line of clean, sustainable, and authentic Thai curries for launch in the USA. Recognizing a gap in the market for better Thai ingredients in food service and retail, together with Thompson, we partnered with Dusit International —  Thailand’s largest hospitality group — to bring the idea to life.

Starting in 2019, we worked as culinary brand managers alongside Chef Thompson and Dusit Foods to develop an integrated route-to-market plan that included market segmentation, product and portfolio position, brand positioning, packaging, messaging, web, social, and digital media in rapid time.

In less than one year, we executed the soft launch in September 2019 at Feast in Portland, OR, and a grand entrance at the Culinary Institute of America’s “World of Flavors”  conference, a global test in Sodexo and orders from some of the best Thai kitchens in the United States.