Thai Union Group: Sustainable Performance and Equity Valuation

Supara Kapasuwan, Benjalux Sakunasingha and Olimpia C. Racela
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Supara Kapasuwan: Mahidol University International College, Mahidol University, Nakhon Pathom, Thailand2The Stock Exchange of Thailand, Bangkok, Thailand3Capital Market Development Fund, Bangkok, Thailand
Benjalux Sakunasingha: Mahidol University International College, Mahidol University, Nakhon Pathom, Thailand2The Stock Exchange of Thailand, Bangkok, Thailand3Capital Market Development Fund, Bangkok, Thailand
Olimpia C. Racela: Mahidol University International College, Mahidol University, Nakhon Pathom, Thailand2The Stock Exchange of Thailand, Bangkok, Thailand3Capital Market Development Fund, Bangkok, Thailand

Asian Case Research Journal (ACRJ), 2025, vol. 29, issue 01, 59-93

Abstract: This case presents a challenge for Sunthorn Amorntham, a financial analyst at Bangkok Assets & Securities Company (BASC), to perform an equity valuation of Thai Union Group PCL (TU), a leading global producer of canned tuna and seafood products with a long history of international expansion. The company had a strong presence in Asia, North America, and Europe through acquisitions of established brands. Amorntham needed to consider TU’s international business strategies, traditional financial metrics and Environmental, Social, and Governance (ESG) factors to arrive at a transparent and holistic valuation. The company faced pressure to comply with international regulations regarding seafood safety, sustainability, and traceability. Rising consumer awareness of environmental and ethical issues creates demand for certified sustainable seafood, impacting TU’s market position. TU launched its sustainability strategy, SeaChange®2030, in 2023, focusing on responsible sourcing, reducing ocean plastic pollution, and ethical labor practices. Amorntham integrated ESG factors into two equity valuation methods; by adjusting the discounted cash flows model and adjusting in the company’s discount rates to reflect the risks and opportunities associated with TU’s sustainability practices. Amorntham proposed to his supervisor both approaches to demonstrate the impact of sustainability on TU’s equity value. Overall, Amorntham faced the complex task of balancing traditional financial valuation with the growing importance of ESG factors in seafood industry valuations.

Date: 2025
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DOI: 10.1142/S021892752550004X

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