C.P. Intertrade Co., Ltd.

What C.P. Intertrade Co., Ltd. does

C.P. Intertrade Co., Ltd. is a Thai rice trading company operating as a subsidiary of Charoen Pokphand (CP) Group, one of Thailand's largest conglomerates. The firm produces and markets rice products under the Tra Chat (ตราฉัตร) brand — including 100% new jasmine rice (ข้าวหอมมะลิใหม่ตราฉัตร 100%), Chat Thong (ข้าวฉัตรทอง), brown jasmine rice (ข้าวกล้องหอมมะลิ), and sustainability/health-oriented variants Rak Lok (ข้าวรักษ์โลก) and Chat Light (ฉัตรไลท์) — alongside a ready-to-eat shelf-stable meal (Spicy Canned Fish in Tomato Sauce with Rice / ฉัตรส้ม). A wholly-owned sister entity, C.P. Rice Co., Ltd., jointly handles rice production and trading. Operations are headquartered in Bangkok with 108 employees.

The company serves two primary customer segments: individual Thai consumers purchasing rice for home cooking, and Bangkok restaurants and food service operators using Tra Chat products in their menus. Distribution combines direct-to-consumer e-commerce through khaotrachat.cpcrts.com with a curated restaurant partnership program featuring Charm Eatery and Bar (Bang Rak), Ban Khanitta (Sukhumvit Soi 23), and Hia Hai (Ekkamai), as well as a B2B food-service rice line packaged for hospitality businesses. Marketing is content-led (recipes, cooking tips, brand storytelling), supplemented by email promotions and restaurant co-branding.

The business model is centered on branded packaged rice and processed rice-based foods, supported by the Chat SMARTFARMER program that coordinates contract rice farmers with modern agronomic techniques, providing supply-side quality control. The firm is a private Thai limited company with no public ticker, no disclosed funding rounds, and no publicly available revenue figures. Royal Umbrella is referenced as a sister brand on the website.

Name

C.P. Intertrade Co., Ltd.

Legal name

บริษัท ซี.พี. อินเตอร์เทรด จำกัด (C.P. Intertrade Co., Ltd.)

Website

https://khaotrachat.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

C.P. Intertrade Co., Ltd. is a Thai rice-trading subsidiary of Charoen Pokphand Group that markets premium jasmine rice, health-oriented variants, and ready-to-eat rice meals under the Tra Chat brand to Thai consumers and Bangkok food-service operators.

Ownership category

akta.pro rank

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Distribution channels2 records

Marketing channels3 records

Core offering

C.P. Intertrade Co., Ltd. produces, packages, and distributes Thai jasmine rice and processed rice-based food products under the Tra Chat (ตราฉัตร) and Royal Umbrella brands. The portfolio includes premium 100% new jasmine rice, multiple branded jasmine rice variants (Chat Thong, Rak Lok, Chat Light, brown jasmine rice), a food-service-grade rice line for hospitality businesses, and ready-to-serve canned fish with rice products.

Product overview

C.P. Intertrade Co., Ltd. operates under the Tra Chat (ตราฉัตร) and Royal Umbrella brands, offering a portfolio of rice products and prepared food items. The core offerings include premium jasmine rice variants (ข้าวหอมมะลิใหม่ตราฉัตร 100%, ข้าวฉัตรทอง, ข้าวกล้องหอมมะลิ), health-conscious lines (ฉัตรไลท์, ข้าวรักษ์โลก), and processed food products (ฉัตรส้ม). The company also supports the ฉัตร SMARTFARMER initiative for agricultural sustainability and provides food service (B2B) rice products for the hospitality industry.

Differentiator

Problem solved

Functional benefit

Brands

• ฉัตร SMARTFARMER (Chat SMARTFARMER): Smart farming initiative by Tra Chat brand for sustainable rice production.

Products and services

• Khao Hom Mali Mai Tra Chat 100% (New Jasmine Rice 100%)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Charm Eatery and BarminorChannel Partner/ Reseller/ DistributorRestaurant partner located in Bangkok, Bang Rak district. Features menu items made with ตราฉัตร rice products including Spicy Canned Fish in Tomato Sauce with Rice.
• ร้านบ้านขนิษฐา สุขุมวิท 23minorChannel Partner/ Reseller/ DistributorRestaurant partner located in Bangkok on Sukhumvit Soi 23. Serves ข้าวหอมมะลิตราฉัตร as part of menu offerings.
• ร้าน เฮียให้ (เอกมัย)minorChannel Partner/ Reseller/ DistributorRestaurant partner located in Bangkok, Ekkamai area. Features ข้าวกล้องหอมมะลิตราฉัตร on their menu.
• ฉัตร SMARTFARMERcoreStrategic or Co-development PartnerSmart farmer program supporting rice farmers with modern agricultural techniques. Integrated supply chain initiative from farm to table, ensuring quality control and sustainable rice production.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tilda Rice: Tilda is a UK-based premium basmati and specialty rice brand with strong presence in retail and foodservice. It is a broad incumbent comparable as a premium rice brand focused on quality positioning and restaurant/hospitality distribution.
• SunRice (Ricegrowers Limited): SunRice is Australia's largest rice company with branded retail products and global B2B food service operations. It is a broad incumbent comparable as a vertically integrated branded rice business with multi-market reach across retail and institutional channels.
• LT Foods (Daawat): LT Foods is an Indian multinational rice company marketing basmati under the Daawat and Royal brands globally. It is a broad incumbent comparable as a premium branded rice company competing in similar consumer segments and export-oriented channels.
• Ebro Foods S.A. Ebro Foods is a Spanish multinational and one of the world's largest rice companies, owning brands such as Tilda, Mahatma, and Carolina. It is a broad incumbent comparable as a global branded rice company with multi-brand portfolio strategy and premium positioning across geographies.
• Kohinoor Foods Limited: Kohinoor Foods is an Indian basmati rice and food products company operating in domestic and export markets. It is a broad incumbent comparable as a branded rice company with multi-product portfolio and foodservice partnerships across geographies.
• Mars Food (Uncle Ben's / Ben's Original): Mars Food operates the Uncle Ben's (now Ben's Original) global rice brand alongside Seeds of Change organic. It is a broad incumbent comparable as a global branded rice company with established retail and foodservice channels, even though it operates as part of a much larger CPG conglomerate.

Direct peers

• S.P. Somporn Hae Thai Rice: S.P. Somporn is a recognized Thai jasmine rice brand with multi-tier product offerings targeting Thai consumers. It is a direct peer competing in the same branded jasmine rice retail segment with overlapping distribution in modern trade and traditional channels.
• Charoen Pokphand Foods (CPF): CPF is the food and meat subsidiary of Charoen Pokphand Group, the same parent as C.P. Intertrade. Both are Thai food companies operating under CP Group, with overlapping agricultural supply chains and distribution networks. CPF's broader food portfolio makes it a direct comparable in Thai packaged food manufacturing.
• Capital Rice Co., Ltd. Capital Rice is a major Thai rice miller and exporter producing jasmine and white rice for both domestic and international markets. It is a direct peer as a Thai-focused rice processing and trading company competing in similar jasmine rice categories and channels.
• Thai President Foods Public Company: Thai President Foods is one of Thailand's largest food manufacturers, best known for the MAMA instant noodle brand. It is a direct peer as a Thai packaged food company operating at scale with branded consumer staples, similar distribution channels, and comparable export ambitions across ASEAN.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/c.p.-intertrade-co.-ltd.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about C.P. Intertrade Co., Ltd.