CP Group commits to building goodness culture

This reflects the fact that goodness is not just a concept but is manifested in real-life situations, encompassing assistance in emergencies, caring for others during emergencies, upholding honesty, and providing service beyond expectations.

The awards ceremony was held in conjunction with the ‘Vision to Action’ seminar, attended by over 500 senior executives from Thailand and affiliated companies worldwide.

The event was also broadcast live to all regions, allowing CP Group personnel globally to learn about, appreciate, and share the inspiration from the exemplary employee stories, thereby extending the impact of employee role models to create a collective positive force throughout the organization.

The vision of the group’s owners

The project all started with the vision of Dhanin Chearavanont, Senior Chairman, Supakit Chearavanont, Chairman, and Supachai Chearavanont, Senior Vice Chairman of CP Group, who aimed to promote and foster a sustainable corporate culture of goodness.

They believe that goodness is not something distant, but rather a collaborative effort starting with small actions that become a powerful force in creating a better society.

“Doing good starts with small things every day, and when everyone joins forces, it becomes a crucial mechanism for improving society.”

This concept also aligns with the ‘3 Benefits’ core value, a core principle of CP Group’s business operations: considering the benefits to the nation, the people, and the organization.

7 award-winning stories

The 6th award ceremony featured 10 stories of good deeds from employees across the group. These stories were selected through the ‘We are CP’ platform, encouraging employees to like, share, and spread the word about these acts of kindness on social media.

The initiative garnered over 1 million online views before being further reviewed by a group-level committee.

Seven stories were ultimately selected to receive awards, reflecting the power of small acts of kindness from individual employees to create a wide-ranging positive impact.

The seven award-winning stories all reflect the ‘heart of giving’ in various dimensions, including:

[1] Braving the flames – To stop the calamity before it spreads

Dolsuk Sinchai, a CPF employee, assisted in extinguishing a car fire while returning from duty by using a fire extinguisher to control the flames and situation until emergency personnel arrived. His actions reflect bravery and a willingness to care for the lives of others. Prasit Boonduangprasert, President and CEO of CPF, presented the award.

Mr Sinchai said he was happy and proud to receive the award, stemming from an incident where he came across a burning car on the side of the road. His car had a fire extinguisher, so he got out to help without fear of danger, believing that helping society was a good thing. He added that the organization instills in its employees the values ​​of doing good deeds, in line with the CPF Way, emphasizing morality, honesty, and giving back to the country—a principle they have always upheld.

[2] 500 meters – Run with the heart of the community

Veera Jiernai Panich, Natthasit Somsopha, Kanyanat Chanaphu, Pimrada Khwanwiset and Bang-on Sokcheuak, CP ALL employees, promptly rushed to assist in a fire caused by an exploding power cable near the 7-Eleven store behind Phu Khieo Market in Chaiyaphum Province, after hearing villagers calling for help. Yuthasak Phumsurakul, CEO of CP ALL, presented them with the award.

[3] A hero close at hand – When someone needs it

Worayut Japhan, an employee of Lotus GoFresh, Phetchaburi Tat Mai CP Extra branch, provided first aid to a road accident victim and coordinated rescue services promptly. He received the award from Sompong Rungniratisai, CEO of Lotus Business Thailand.

[4] One second of decision – Can change someone else’s life

Hawa Masae, a True employee from the Southern Regional Operations Division, stopped her car to help a man who had collapsed and fallen in front of her vehicle while en route to work. This reflects the role of employees who are ready to help others in emergencies. Sigve Brekke, President and CEO of True Corporation, presented her with the award.

Ms Masae revealed, “I feel incredibly proud and honored to receive this award. It stems from an incident where I helped an elderly man who fainted and collapsed in front of a car. Some might see it as a small thing, but it inspired people of all ages to do good deeds together. It shows that doing good can start from things close at hand and transform difficult situations into things everyone can do every day. Importantly, CP Group and True have consistently instilled six core values, especially contributing to the nation, society, and the organization, coupled with a commitment to honesty, integrity, and responsibility. These values ​​have shaped us to be ready to stand alongside and assist society in all situations.”

[5] Paying attention to every minute – Even in emergencies

Khattiya Intavimol, a CP Land employee, promptly provided care and first aid to a hotel guest who appeared to be about to faint during breakfast. He closely monitored the guest until they were safe. Keerati Satasukh, CEO of CP Land, presented the award.

[6] 16,000 baht and a decision made in seconds

Jaturong Raweksoom, a production preparation employee at CP Ram in Ladlumkaew, found a wallet containing over 16,000 baht in cash near the production line and immediately returned it to its owner, believing that honesty is the most important value. Viset Wisitwinyu, Managing Director of CP Ram, presented him with an award.

[7] From care to global trust

Jirapa Lasingh, Benjamas Pinpetch, Pennapa Naknawa, Yada Chanphuthat, Woranuch Kongthaworn, Malisa Duangkaew and Pimnapa Kongpradit, employees of Asia Era One, successfully tracked down and returned a valuable bag left behind by a foreign tourist on the Airport Rail Link. They also refused a 6,000-baht reward, upholding their commitment to honesty and service. Sarit Jinsit, Managing Director of Asia Era One, presented them with the award.

A continuous process of cultivating a corporate culture

Throughout the project, it goes beyond simply collecting stories of employee good deeds; it is a continuous process of cultivating a corporate culture—from recognizing the value of doing good, to sharing inspiration through internal platforms, and finally elevating those stories into examples that other employees can apply in their daily lives.

The project has showcased over 35 stories of good deeds, sacrifice, honesty, and exceptional service from employees across all business groups. This reflects the ongoing cultivation of a corporate culture of goodness that goes beyond simply communicating values; it translates into tangible actions in various situations, evoking positive results for individuals, communities, society, and the organization.