ABSTRACT
This chapter begins with an introduction to Nithi Foods, shows how its business activities are influenced by virtues, knowledge, a sufficiency mindset and action principles. The sufficiency mindset is characterised by moderation, reasonableness and prudence, as informed by lived virtues and applied knowledge. Virtues are one of the two underlying conditions of the Sufficiency Economy Philosophy, along with knowledge. To share its knowledge more widely, the company is available for educational visits, with Thailand’s Royal Development Projects Board appointing it as an official Learning Centre for sufficiency economy businesses. Nithi Foods is considered by the general public to be a socially and environmentally responsible organisation, evidenced by its being awarded KBA’s trophy as the winning Sufficiency Economy Business in 2007. One of the envisaged outcomes from the Sufficiency Economy Philosophy is resilience. Since 1998, Nithi Foods has gone through several crises, including the GFC in 2007–2008, the 2008–2009 petroleum crisis and the ongoing political crisis in Thailand.
