BANGKOK, THAILAND – In a country where natural disasters strike with unsettling regularity, the simple act of delivering aid can mean the difference between survival and despair. Every year, floods and emergencies across Thailand mobilize communities to send thousands of traditional relief bags to those in need. But while the goodwill is undeniable, the reality often falls short: food spoils in transit, meals lack nutrition, and recipients are left with little choice or dignity.
Enter Roza, the Thai food brand trusted for more than 50 years, now setting a new standard in emergency relief. In partnership with VML Thailand, Roza has unveiled the “Ready Bag,” a purpose-built rescue kit designed not just to feed, but to nourish, comfort, and restore.
The Ready Bag was born from a simple question: what if a relief bag could do more? Working with frontline organizations such as the Mirror Foundation, Oon Ai Rak, and volunteer jetski teams, Roza examined the harsh realities of disaster zones where cooking tools, clean water, and electricity are often unavailable, and stress weighs heavily on affected families.
They identified recurring challenges:
- Nutritional gaps: Traditional relief foods are energy-heavy but lack protein, vitamins, and minerals, leaving people weak during recovery.
- Cooking barriers: Meals requiring preparation become impractical burdens in flooded or resource-scarce conditions.
- Spoilage and safety: Expired or damaged food not only wastes resources but risks illness.
- Exclusion: Dietary and cultural needs, from halal requirements to age-appropriate nutrition, are often overlooked.
- Waste: Standard packaging creates hygiene hazards and environmental strain in already fragile shelters.
Suvit Wangpattanamongkol, Marketing Director of Hi-Q Food Products Co., Ltd., reflects on the situation. “We’ve seen good food wasted because some recipients simply couldn’t eat it. Even en route, fresh items often expire before reaching the end point. That reality pushed us to rethink what a relief bag really should be.”
Backed by half a century of food expertise and developed in collaboration with VML Thailand, the Ready Bag blends nutritional science with practical design. Each kit includes nine ready-to-eat meals sufficient for three days meticulously selected for balance, taste, and variety.
Examples include:
- Chicken porridge — protein-rich, gentle, and comforting
- Rice with tuna — lean protein with essential minerals
- Riceberry chicken — fiber-packed, sustaining energy
- Pumpkin–carrot soup — immune-boosting vitamins A and C
The meals require no cooking or utensils, can be eaten straight from the pouch, and are culturally inclusive covering all ages and halal dietary needs. Thoughtful packaging ensures durability in wet or chaotic conditions, with trash bags included to manage waste responsibly.
Crucially, Roza is reshaping disaster response from reactive to proactive. By preparing Ready Bags in advance and positioning them for swift distribution, the brand ensures aid reaches communities at the earliest, most critical stages – when cooking and water resources are scarcest.
Already deployed through partners such as Oon Ai Rak, Ready Bags have reached flood affected civilians and border patrol units in Sisaket Province, providing safe, convenient, and complete nutrition when it mattered most.
“Being a food brand isn’t just about taste when life is normal — it’s about being ready when food is the most urgent form of care,” added Wangpattanamongkol.
