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TH true MILK, full name TH Group Joint Stock Company, is one of the largest Milk companies in Vietnam that was established in 2009 (American Chamber of Commerce Vietnam, n.d.).

Slogan: True Happiness

Founder: Thai Huong

American Chamber of Commerce Vietnam (n.d.). TH Group Joint Stock Company. [Online]. American Chamber of Commerce Vietnam. Available from: https://business.amchamvietnam.com/list/member/th-group-joint-stock-company-4217. [Accessed: 10 April 2024].

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CSR projects, either past, present, or planned for the future

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CSR projects, either past, present, or planned for the future

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The “Collection of used beverage carton, Spreading Green Lifestyle 2023” Campaign

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The “Collection of used beverage carton, Spreading Green Lifestyle 2023” Campaign

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To encourage customers to live greener, contribute to forming the awareness and habit of collecting packaging for recycling in the community, joining hands to protect the environment (Tetra Pak Vietnam, 2023).

Tetra Pak Vietnam. “TH True MILK Launches the Campaign “Collection of Used Beverage Carton, Spreading Green Lifestyle 2023.”” Tai Che vo Hop Giay, taichevohopgiay.com/en/video/th-true-milk-launches-the-campaign-“collection-of-used-beverage-carton-spreading-green-lifestyle-2023”-d2434b. Accessed 16 Apr. 2024.

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The "To cam cung TH" (Paint Orange with TH) campaign 

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The "To cam cung TH" (Paint Orange with TH) campaign 

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Responding to the UNiTE (Solidarity) program of the United Nations, TH Group has coordinated with the United Nations Agency for Gender Equality and the Empowerment of Women (UN Women) and VSF to carry out the campaign "Orange with TH – Action to end violence against women and children”.

Through the campaign, with the message "Joining hands for the true happiness of Vietnamese women and children", the organizers hope to contribute to raising awareness of the community, consumers and staff. on the issue of violence against women and children, and promote practical actions to support victims (VSF, 2022).

Vi Tam Voc Viet. “Không Khí Sôi Động Của Chiến Dịch “Tô Cam Cùng TH” Tại Các Cửa Hàng TH True Mart.” For Vietnamese Stature Foundation, 8 Dec. 2022, vitamvocviet.vn/to-cam-cung-quy-vi-tam-voc-viet/khong%20khi%20soi%20dong%20cua%20chien%20dich%20to%20cam%20cung%20th%20tai%20cac%20cua%20hang%20th%20true%20mart. Accessed 16 Apr. 2024.

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TH Group pioneered the use of yogurt spoons made from more environmentally friendly materials.

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TH Group has implemented many activities and solutions to aim to reduce plastic waste that is harmful to the environment such as:

Established the Vietnam Packaging Recycling Alliance and Vietnam Business Alliance for the Environment (VB4E)

Collecting batteries at the office

Preserving biodiversity on farms and factories;

The program "No Plastic in the Office"

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TH true MILK group donates 46 billion VND to the COVID-19 vaccine fund

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TH true MILK group donates 46 billion VND to the COVID-19 vaccine fund

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The total donation of beverage products, medical equipment and support for vaccine purchasing costs of the 3 units amounted to 76 billion VND (VIR, 2021).

Vietnam Investment Review. “BAC a BANK Donates Cash to COVID-19 Vaccine Fund.” Vietnam Investment Review - VIR, 7 June 2021, vir.com.vn/bac-a-bank-donates-cash-to-covid-19-vaccine-fund-84659.html. Accessed 16 Apr. 2024.

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For Vietnamese Stature Foundation (VSF) - Community Development, Philanthropic Responsibility, and Human Rights Responsibility

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For Vietnamese Stature Foundation (VSF) - Community Development, Philanthropic Responsibility, and Human Rights Responsibility

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Founded in 2014, VSF is a charitable, non-profit, social foundation to improve the physical strength and intellect of Vietnamese children, for a mighty Vietnam.

Core programs:

School Nutrition Program

Child Protection Program

Young Talents Nurturing Program

Act For Environment Program

Women development

Other social security programs

Highlighted projects:

Food for mountainous preschool students

Financial and skills support for poor children

Preventing sexual abuse for vulnerable children

Restrooms for underprivileged children

Daily school milk for 300 Vietnam poor children

Health care for 3,000 low-income workers

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Vi Tam Voc Viet. “Over 1 Billion Vietnamese Dong to the Fundraising Campaign to Support Children in Difficult Circumstances at the TH School Happiness Day 2024 Festival.” For Vietnamsese Stature Foundation, 18 Apr. 2024, vitamvocviet.vn/other-activities/over-1-billion-vietnamese-dong-to-the-fundraising-campaign-to-support-children-in-difficult-circumstances-at-the-th-school-happiness-day-2024-festival. Accessed 16 Apr. 2024.

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There are currently no policies in place specifically for CSR. CSR actions conducted by TH are mostly identified as Corporate Philanthropy actions, which will benefit the consumers' perception towards the brand (Phung & Nguyen, 2023).

Phung, T.-B. & Nguyen, T.N. (2023). The Impact of Corporate Social Responsibility Authenticity to Advocacy Behaviors in Vietnam Dairy industry: the Role of Attitude and Trust. VNUHCM Journal of Economics, Business and Law. [Online]. 7 (1). pp. 4021–4031. Available from: https://doi.org/10.32508/stdjelm.v7i1.1145. [Accessed: 16 April 2024].

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TH's CSR coverage more field that the society is focusing on. While competitors such as Vinamilk strive on one field: the poverty community in Vietnam, TH provide support on environment, health, and regional development.

We would hope these actions are being marketised to the wider audience to leverage the competitive opportunity these CRS can provide.