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Discover how Peerawat led Srifa Bakery into a new era, blending family legacy with innovation to shape Thailand’s modern bakery industry.
In Thailand’s ever-evolving food industry, where tradition meets technology and family values, the next generation of leaders is reshaping what growth can mean. It’s about continuity, purpose and the courage to modernise without losing one’s roots.
At the heart of this transformation stands Peerawat Jentrakulroj, the second-generation successor of Srifa Bakery, a company that has grown from a small family bakery in Kanchanaburi to one of Thailand’s leading frozen bakery manufacturers. Under his guidance, Srifa has embraced innovation while holding true to the values that built its name – quality, reliability and a deep respect for legacy.
“Srifa Bakery was founded when I was just two years old. I was literally raised in a bakery. My earliest memories are of watching my dad at work as a baker and my mum behind the counter as the cashier. Because I grew up surrounded by that world, the business feels like a part of who I am.”
Peerawat recalls the familiar warmth of those early days surrounded by the aroma of baking. He hopes to carry that same legacy forward through his leadership.
We had the opportunity to speak with Peerawat about how he’s guiding the family business into a new era, balancing tradition with innovation in Thailand’s fast-evolving bakery industry.
Peerawat Leads Srifa into a New Era of Growth
“It’s the spirit of our people, their dedication, teamwork and belief in what we’re building together. That’s what has carried Srifa forward,”
he reflects.
What Peerawat faces today is a world quite unlike his parents’ market. The global bakery industry has continued to grow, and bakery products have increasingly become part of people’s daily diets amid rapid urbanisation.
In Thailand consumer behaviour has shifted, people are turning to bakery items for their convenience and speed, making them a popular choice for modern lifestyles.
For Srifa Peerawat has positioned the brand to meet these changing demands by maintaining a strategy that balances affordability with quality, ensuring the company remains both competitive and relevant in today’s fast-moving market.
“I was lucky that my dad was very understanding and open to new ideas. We trust each other to always have good faith for our company. There were lots of learning curves along the journey. Those lessons shape who I am today.”
Under his leadership Srifa entered into a joint venture with Art of Baking alongside Minor International, and later strengthened the arrangement through a strategic partnership with Europastry, the renowned Spanish bakery specialist behind some of Europe’s best-loved brands. This marks a significant step in strengthening Srifa’s role as a key production hub for the bakery industry in Southeast Asia. The company remains committed to maintaining high standards of quality and creativity – values that have long defined the Srifa brand – while leveraging this collaboration to capture new opportunities and deliver lasting value to its partners and stakeholders.
Leading with Vision: Inside Peerawat’s Ambitious Vision for Srifa
“We’ve built a strong operating system that helps us maintain Srifa’s quality, values and identity even as we expand into new markets. It ensures that no matter where our products or people are the same standards and spirit remain at the heart of everything we do.”
Another of his key initiatives was the launch of Srifa’s franchise model in 2023 – a move that transformed the brand from a family business into a nationwide network. The concept introduced two store formats: M and L. Each designed to suit local communities and bustling market areas, bringing the brand closer to everyday consumers.
Rather than chasing visibility through large shopping centres, Peerawat placed his focus on accessibility, ensuring Srifa remained part of people’s daily lives. Under his direction, the company has also diversified its product offerings and improved services to meet the needs of an increasingly fast-paced, convenience-driven society.
“In five years, we’ll be the biggest bakery chain in Thailand. And in 10 we plan to be a key player in the bakery scene across Southeast Asia.”
Guided by his long-term vision, Srifa is on course to achieve 1 billion THB in annual revenue and expand to 500 outlets across Thailand by 2030. Growth has been fuelled by both company-owned and franchise stores, alongside a dynamic digital presence on Facebook and TikTok. By mid-2025 over 20 new branches had already opened, with the total expected to reach 85 outlets by year-end and revenues exceeding 565 million THB.
