{"id":17814,"date":"2025-11-07T20:18:00","date_gmt":"2025-11-07T13:18:00","guid":{"rendered":"https:\/\/www.koktailmagazine.com\/?post_type=the-future-list&p=17814"},"modified":"2026-04-20T11:36:25","modified_gmt":"2026-04-20T04:36:25","slug":"peerawat-art-jentrakulroj","status":"publish","type":"the-future-list","link":"https:\/\/www.koktailmagazine.com\/th\/the-future-list\/peerawat-art-jentrakulroj\/","title":{"rendered":"Peerawat \u201cArt\u201d Jentrakulroj"},"content":{"rendered":"

Discover how Peerawat led Srifa Bakery into a new era, blending family legacy with innovation to shape Thailand\u2019s modern bakery industry.<\/strong><\/h2>\n\n\n\n

In Thailand\u2019s ever-evolving food industry, where tradition meets technology and family values, the next generation of leaders is reshaping what growth can mean. It\u2019s about continuity, purpose and the courage to modernise without losing one\u2019s roots.<\/p>\n\n\n\n

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\u2019s leading frozen bakery manufacturers. Under his guidance, Srifa has embraced innovation while holding true to the values that built its name \u2013 quality, reliability and a deep respect for legacy. <\/p>\n\n\n\n

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Courtesy of Art of Baking<\/figcaption><\/figure>\n<\/figure>\n\n\n\n
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\u201cSrifa 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.\u201d<\/p>\n<\/blockquote>\n\n\n\n

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.<\/p>\n\n\n\n

We had the opportunity to speak with Peerawat about how he\u2019s guiding the family business into a new era, balancing tradition with innovation in Thailand\u2019s fast-evolving bakery industry.<\/p>\n\n\n\n

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A post shared by Srifa Bakery Official (@srifa.bakery)<\/a><\/p><\/div><\/blockquote>\n