Saha Farms from Thailand is witnessing steady growth in chicken exports this year, fueled by an increasing demand from global consumers seeking halal products.
Dr Jaruwan Chotitawan, Chief Financial Officer and Chief Marketing Officer of Saha Farms, told Poultry & Meat Asia Magazine that the halal market has expanded beyond Muslim consumers.
“The appeal of cleanliness and safety associated with halal products is attracting a broader audience, particularly in Europe, the Middle East, and Southeast Asia,” she explained.
She said Saha Farms enhances its halal offerings through the Halal with Heart campaign, focusing on three key pillars: a dedicated production team, a halal certification from the Central Islamic Council of Thailand (Cicot), and suitable facilities for Muslim employees.
She explained that the production team is composed of individuals who understand halal practices and ensure that every step, from sourcing raw materials to the final stages of transportation, adheres to halal standards.
Currently, the company has 100 certified Muslim butchers on-site, and its entire production facilities hold the Cicot certification. The company prioritizes the well-being of its Muslim employees by providing prayer rooms, halal food options, and religious holidays.
Saha Farms has received Thailand’s Prime Minister’s Export Award 2024 in the Best Halal category. This award recognizes the company’s commitment to Halal certification as a regulatory standard and a production philosophy grounded in faith and responsibility.
Dr Jaruwan said Saha Farms plays a vital role in exporting halal protein products, including frozen chicken, processed chicken, and catfish.
The global halal food market is estimated at USD 3.3 trillion in 2025 and is projected to soar to USD 9.45 trillion by 2034, reflecting a compound annual growth rate (CAGR) of 12.42% from 2025 to 2034. In the Asia Pacific region, the market is anticipated to reach USD 1.49 trillion in 2025 and is expanding at a CAGR of 12.53% in the same period, according to Precedence Research.
“We expect to maintain our 2-digit exports growth this year,” Dr Jaruwan said, adding that the company shipped 198,000 tons of chicken in 2024.
Now, 70% of the company’s sales are from the overseas market, while the remainder is from the domestic market.
New processed chicken offerings
At THAIFEX-Angua Asia 2025 in Bangkok, Saha Farms launched 12 enticing flavors of ready-to-cook chicken products, such as Sesame Oil Tender Chicken Breast, Panang Tender Chicken Breast, Spicy Larb Chicken Wings, Spicy Nam Phrik Num Chicken Wings, and Mala Fried Chicken.
Dr Jaruwan explained that the company’s campaign, Saha Farms: The Essence of Thai Chicken Mastery, aims to showcase these ready-to-cook offerings infused with beloved Thai flavors. While the target clients are restaurant operators in Thailand, she noted an overwhelming interest from foreign buyers and importers.
“This year, we focus on enhancing our ready-to-product in the domestic market while also looking for new distributors. Saha Farms products are now available at our supermarket and through our official online platform,” said Dr Jaruwan.
Expansion plan
Dr Jaruwan has observed increased demand from international clients; however, the company currently operates at maximum chicken production capacity. To address this growth, plans are in place to construct a new facility and enhance production capacity to one million chickens per day within the next five years.
In addition to chicken products, the company operates a catfish farm that produces 2,400 tons per year. The fish is processed and sold under its brand in Thailand and supplied as live catfish to processors for export. The company aims to boost its processing capacity by building a new plant in 2026.
