As of 12:15 P.M (GMT+7), the share price of NR Instant Produce PCL (SET: NRF) stood at THB 0.33 per share, up by THB 0.01 or 3.13%, with a trading value of THB 0.14 million. This increase follows news that the company has set its sights on 2026 to penetrate the U.S. market, targeting the mid-to-upper market segments.
Mr. Dan Pathomvanich, Chief Executive Officer of NRF, told “Kaohoon” that in 2026, the company will focus on entering the U.S. market by targeting mid-to-upper segments, as they still have strong purchasing power. Furthermore, the company is preparing to launch at least two new products primarily for the U.S. market, which is expected to drive continuous growth.
Regarding the European and U.K. markets, their economic climates remain stable. Therefore, the strategy will differ from that for the U.S. as the company will focus on products that match the current situation. This includes expanding NRF’s chain of convenience stores in the U.K. to drive sales of Thai products.
For risk management in 2026, the company will emphasize four main areas: 1.) Focus on internal risk control, including financial statement data and foreign exchange rates. The company has upgraded its internal audit system and hired special consultants to maximize transparency, both in subsidiaries where NRF holds 100% and those where NRF holds a minority stake.
2.) Monitoring the foreign exchange rate situation. At present, the Thai baht is significantly strong, and it is estimated that the government will issue measures to help exporters. Normally, the company manages currency risk with natural hedging and uses a FX forward contract for six months.
The appreciation of the Thai baht directly affects the company’s financial statements since 99% of NRF’s revenue comes from exports. Domestic revenues remain low despite the company’s consistent push for expansion. However, it is expected that domestic sales could double in 2026, as sales currently take place through online platforms such as Facebook and TikTok, reducing the sole reliance on Modern Trade channels.
3.) Maintaining liquidity by boosting sales to generate revenue. The capital market is currently affected by various external factors, limiting investment opportunities. The company, therefore, relies on cash flow and capital increases to reduce financial costs. In September 2025, NRF successfully completed a Rights Offering (RO) of common stock to existing shareholders. Although the RO price was almost double the market price, investor and shareholder interest in NRF remains strong, restoring the company’s liquidity to normal since December 2025.
4.) Restoring confidence by demonstrating to the stock exchange, shareholders, and stakeholders that the various issues in 2025 will not recur. NRF now has measures, accounting systems, and professional personnel to ensure greater transparency and compliance with standards.
