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Blue Elephant Group has played an important role in promoting royal Thai cuisine internationally over the past 36 years through its famous restaurants. Since the first Blue Elephant restaurant (Brussels, 1980), Noor or so many-steppe is the chief chef and founder of its Group and is recognized as the chief ambassador of Thai cuisine. A European pioneer, the group quickly opened a trade office in Bangkok to provide its restaurants with the best fresh Thai ingredients. After opening several restaurants and the Indian brand La Porte des Indus, its Group expanded into other activities, such as culinary schools and the development of the royal Thai product line. Chef Noor or is considered one of the top 5 best Thai chefs in Thailand and has been sourcing the best raw materials locally. So, they used materials from the royal project foundation.