Peerawat “Art” Jentrakulroj

OWNER, Srifa Frozen Food

Industry : Business

Peerawat Jentrakulroj is a Thai business executive currently serving as General Manager at Srifa Frozen Food Co. Ltd., a leading manufacturer of frozen bakery products under the Srifa Bakery brand. Based in Kanchanaburi province, the company was founded in 1986 and has grown from a small local bakery into a major force in the food manufacturing industry. Its expansion includes a strategic joint venture with Minor International launched in 2017 under the name Art of Baking, which saw an investment of over 600 million baht to develop a diverse portfolio of frozen dough, croissants, pizza bases and other ready-to-bake goods. These products are distributed across Thailand and the broader Asia Pacific region. Srifa’s production standards are internationally recognised, with certifications including ISO 9001:2015, GMP, HACCP, HALAL and BRC. Jentrakulroj plays a key role in advancing the company’s vision and operational growth, helping to modernise and scale the business while maintaining its reputation for quality. His leadership reflects the growing influence of a new generation within Thailand’s family-run enterprises, bringing fresh perspectives and long-term thinking to established brands. Through his position, Jentrakulroj contributes to shaping the company’s future in both domestic and international markets, positioning Srifa Frozen Food as a continued leader in the evolving frozen bakery sector.