A closer look at third-generation leadership in a family business, as Chayadhorn “Van” Taepaisitphongse combines tradition with innovation to reshape Betagro through Betagro Ventures and Meatly.
Innovation meets legacy in Thailand’s evolving food industry, a sector where established family businesses must navigate modern challenges, shifting consumer demands and the pressures of sustainability and technological change.
Chayadhorn “Van” Taepaisitphongse, President of Animal Nutrition & New Ventures at Betagro PLC and Managing Director of Betagro Ventures, stepped in to support his father, Vasit Taepaisitphongse, as the second generation gradually passed new business responsibilities to him.
Van now brings fresh perspectives to the family enterprise, combining tradition with modern solutions. He is reshaping Thailand’s food sector through creativity, sustainability and practical impact. We look into two of his renowned works with Betagro.
Global Thinking to Family Roots
Van’s path combines a global perspective with deep industry insight. He earned a Bachelor of Business Administration in Accounting and Finance from the University of Southern California and a Bachelor of Science in Finance and International Political Economy from Georgetown University, building a strong foundation in business, economics and global markets before beginning his professional career. He started off as a consultant at Baker & McKenzie, where he spent five to six years building expertise in strategy and problem-solving.
In 2021 he returned to Betagro to support his father, gradually taking on leadership roles that blended strategy, innovation and operational insight. Working with his father proved energising, as he received space to experiment and explore new ideas. From Vice President of Corporate Strategy and New Ventures to Chief Strategy & Innovation Officer, he spent five years shaping the company’s approach to new business opportunities through practical experimentation.
Driving Growth Through New Ventures
Van focuses on creating and scaling new business ventures that propel Betagro into emerging sectors. He launched Betagro Ventures, the group’s new arm for investment and innovation designed to develop and accelerate the broader ecosystem connected to Betagro’s core business. Under his direction, the team pursues three main objectives: expanding access to safe, high-quality food, developing new and sustainable protein sources, and strengthening the agro-industrial food supply chain. These goals combine strategic investments with in-house startup incubation.
He established a $30-million fund to back early-stage startups that align with Betagro Ventures’ mission. Beyond providing capital, Van ensures these ventures tap into Betagro’s ecosystem, gaining access to industry know-how, operational support and networks that connect them to consumers and strategic partners. The goal is to create new business models that respond to rapidly evolving consumer needs while reinforcing the company’s long-term growth and sustainability.
Betagro Ventures works closely with innovative startups, focusing on those ready to grow in markets where the group has deep expertise. One of Van’s investments includes Meatable, a Dutch biotechnology company aimed at cultured meat, developing a sustainable alternative to traditional protein.
Betagro’s support reflects Van’s confidence in Meatable’s cultured meat technology, which meets rising demand while preserving taste, texture and nutritional quality. The partnership aims to bring cultivated meat to consumers across Southeast Asia and help Meatable expand in a market hungry for sustainable and high-quality food options. Beyond funding, Betagro Ventures contributes knowledge, networks and operational support to accelerate growth.
Through investments like this, Van demonstrates how Betagro can combine tradition with innovation, championing bold ideas that tackle real challenges in the food system and make sustainable choices accessible to more people.
“Betagro Ventures serves as a key mechanism to drive the group into a new era of sustainable growth through investment in startups and incubation of new business ventures. By supporting the development of innovative solutions, Betagro Ventures aims to make high-quality safe food more accessible, meet evolving consumer demands and elevate the food industry across Thailand and the wider ASEAN region.”
Scaling Innovation Through Plant-Based Solutions
Alongside his work with Betagro Ventures, Van also leads the plant-based protein brand Meatly, the company’s plant-based protein brand. Under his guidance, the brand has grown steadily in its two years on the market, now holding roughly a 10-percent market share.
Van views the plant-based sector as an area with long-term potential rather than a passing trend. He emphasises innovation and careful product development, balancing technological advances with the evolving preferences of different consumer generations to make plant-based foods a practical part of daily diets.
Initially focused on supplying ingredients for restaurants, Van has steered Meatly toward ready-to-eat meals, including staple dishes such as stir-fried holy basil with plant-based pork, kale with plant-based pork, and stir-fried plant-based pork with chilli and salt. These products combine familiar flavours with health benefits, high protein and fibre content and zero cholesterol.
Driving the initiative, Van directs distribution to major supermarkets including Gourmet Market, Lotus’ and Big C, while partnerships with select restaurants bring co-branded menu items to a wider audience, reflecting his strategy of combining innovation with practical market reach.
Balancing legacy with change, Van continues to redefine what a family business can become, carrying Betagro forward while building a foundation for its next chapter.
