Brand Story
From Rangsit to the global market.
Our story began in 1977 when Mr. Khajornkiat and Mrs. Naphaphon Jindavaranon (J-Lek) worked as seafood vendors in a local fresh market. After more than a decade in the market, J-Lek saw high-quality agricultural produce going to waste daily and felt a deep sense of regret. This inspired her to transform these ingredients, adding value to them through food preservation. This led to the birth of "J-Lek Khlong Rangsit Chili Paste," which stood out for its bold, authentic, and comforting home-cooked flavors. What started as a single shop soon expanded to three, eventually growing into a major wholesale distributor in the Rangsit area.
Elevating to Global Standards
Driven by the exponential growth in customer trust—from local restaurants to industrial enterprises—our family business transitioned into a professionally managed organization in 1999. We officially registered as K.R.S. Spicy Food Co., Ltd. The abbreviation "K.R.S." is inspired by "Khlong Rangsit," a historic canal stretching over 128 kilometers, reflecting our deep pride and serving as a symbol that we will never forget our roots.
The establishment of the company was merely the beginning of a monumental leap. To overcome limitations and elevate our products to the global stage, we completely transformed our entire operational process, focusing on three main dimensions of development:
- Advanced Production Technology: We expanded our production base into a large-scale industrial facility designed in accordance with food engineering principles. By importing state-of-the-art machinery and production technology, we are able to support higher production capacities. Meanwhile, we maintain meticulous quality control at every step to perfectly preserve the unique taste, aroma, and texture of our signature "Mother's Home-Cooked Recipe."
- Global Quality Assurance: Because consumer safety is at the heart of what we do, we strictly implement international Food Safety standards. This rigorous approach covers everything from inspecting upstream raw materials from our farmers for chemical residues, to managing hygiene control throughout the production and packaging lines. This guarantees that every product meets global standards and is ready for export worldwide.
- Research & Development: We have a team of R&D experts dedicated to continuous product research and development. Their work goes beyond creating new recipes to meet changing consumer trends; they also focus on innovations to extend shelf-life while keeping the products entirely natural and free from chemical residues.
2002-2003
Established our first factory and glass bottling line, successfully achieving BRC and IFS certifications.
2005
Exported our first container of products to international markets.
2012
Became the first company in Thailand and the only OEM manufacturer in Southeast Asia to receive Fairtrade certification.
2013-2018
Expanded production lines and achieved numerous national and international awards, including the PM Award, Thailand Trusted Mark, 10 Thai Select items, EU Organic, and Green Industry certifications.
2025 (Present & Future)
Preparing to expand our Wet Noodle Factory to accommodate future growth.
อัตลักษณ์แบรนด์ “เจ๊เล็ก”
The Name “J-Lek”
"J-Lek" is more than just a brand name; it represents love, bonds, and the continuation of our "Mother's" (J-Lek) spirit. She began her journey as a merchant in the Rangsit fresh market, always dedicating herself to honesty and product quality, which seamlessly translated into her meticulous cooking. This name stands as a symbol of expertise—a guarantee of quality, care, and an authentic, unique home-cooked taste, ready to pass on the bold and charming flavors of Thai cuisine from generation to generation.
The “Rowing Merchant” Logo
The image of the rowing merchant conveys a spirit of determination, perseverance, and tireless effort, inspired by the riverside lifestyle of Khlong Rangsit, the brand's birthplace. Rowing steadily forward symbolizes the business's journey—ready to drive forward, overcome obstacles, and adapt to changing times. Meanwhile, the "water" reflects nourishing the community, fluidity, and limitless forward growth. It is a promise that the J-Lek brand will continue its endless journey of delivering the taste of happiness to consumers.
The Color “Orange”
Orange holds a special place in food psychology because it sits perfectly between the "energy of red" and the "warmth of yellow." This creates a synergistic effect on dining energy and enthusiasm, inducing alertness and naturally stimulating the appetite.
It evokes a "Friendly" and "Energetic" feeling, making the brand more approachable and welcoming for customers without feeling forced.
Orange is instinctively linked to "Heat" and "Bold Flavors." For our Spicy Foods category, this color helps signal the brain that the food is fiery, exciting, and tempting to taste.
The orange tone helps stimulate blood circulation and increases enthusiasm, triggering a feeling of "hunger" or craving that desires excitement rather than just ordinary hunger.
Brand Color Tone
เป็นมิตร เเละ
Friendly & Energetic
Stimulates Appetite
“ใส่ใจตั้งเเต่ที่มา”
WITH LOVING CARE, FROM FIELD TO SHELF
The core concept of KRS Company and the J-Lek brand is our unwavering commitment to producing high-quality, safe, and healthy products, strictly adhering to good governance and ethical business practices. We are not just a food manufacturer; we are creators of sustainable food innovation from upstream to downstream. From seeds, cultivation, and raw material selection, to the production process and final delivery to our customers, we are meticulous in every single step, as if cooking for our own family. This dedication gave birth to our concept:
WITH LOVING CARE, FROM FIELD TO SHELF
Vision & Mission
Vision
"Delivering the charm of authentic Thai flavors to the global stage, driven by innovation, the highest safety standards, and sustainable growth."
Mission
To achieve our goals, we strictly adhere to 3 core operating principles :
Sustainable Growth
Building a fair supply chain (Fairtrade) from purchasing produce from local farmers to operating as a Green Industry that minimizes environmental impact.
Innovation for Excellence
Relentlessly integrating traditional culinary expertise with cutting-edge production technology (R&D) to preserve freshness, cleanliness, and authentic taste, while catering to the evolving lifestyles of consumers worldwide.
Global Trust & Standards
Elevating food safety to the highest level through world-class international certifications (GMP, HACCP, BRC, IFS, Halal, Organic), while operating our business on the foundation of ethics and human rights, ensuring confidence in every bite you take.
Our Commitment "We believe that true success means moving forward together. That is why we deeply care for all our stakeholders across every dimension—from farmers and business partners to our employees and customers—aiming to elevate the quality of life and build a sustainable future together."
Core Values and Business Operations
- Fairtrade & Sustainability: We prioritize a fair and equitable supply chain, ensuring ethical practices from upstream to downstream. We support our farmers by purchasing produce at fair prices to elevate the community's quality of life, while operating as an eco-friendly Green Factory (Green Industry).
- Innovation & Quality: Driven by advanced technology and continuous Research & Development (R&D), we deliver products that are fresh, hygienic, and retain their authentic flavors, meeting the ever-evolving demands of the global market.
- Integrity & Global Standards: We strictly adhere to moral principles, business ethics, and human rights (verified by Social Audits such as BSCI and SEDEX). We comply with the highest food safety standards (including GMP, HACCP, BRC, IFS, Halal, and Organic) to ensure our global consumers and business partners have absolute confidence in every bite.