GO WHOLESALE—the food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Ltd. under Central Retail (SET: CRC)—capitalizes on the surging cheese trend as it evolves from a Western staple into an integral part of everyday Thai dining lifestyles, driving sustained growth across Thailand’s THB 6-billion cheese market.
The company is introducing A-Choice Cheese, a premium California-origin cheese, to Chiang Mai to connect with burgeoning opportunities across restaurants, cafés, hotels, and bakeries. This initiative offers food operators hands-on experience with quality ingredients, while sharing insights on cost-effective product selection and strategic food cost management, reinforcing GO WHOLESALE’s role as a trusted business partner committed to empowering food entrepreneurs.
Ms. Suny Sidik, Chief Commercial Officer of Central Food Wholesale Ltd., noted that Thailand’s cheese market continues to demonstrate solid growth potential driven by evolving consumer behaviors. Once viewed strictly as a Western culinary component, cheese now features across a much broader spectrum of dining occasions—from main courses, baked goods, and café offerings to snacks, Asian cuisine, and innovative fusion dishes.
Industry data indicates that Thailand’s cheese market reached approximately THB 5.689 billion in 2025 and is projected to surpass THB 6 billion in 2026. This dynamic underscores cheese’s transition from a niche offering into a versatile staple that expands culinary variety, drives menu value, and unlocks lucrative commercial avenues for foodservice operators.
“Consumer behavior has shifted markedly—Thai consumers are increasingly embracing cheese, and its appeal is no longer confined to pizza or pasta. Instead, it is being used creatively across a wide variety of dishes. At the same time, diners are prioritizing taste, dining experiences, and value for money. Today’s restaurant challenge goes beyond simply securing quality ingredients; operators must select products that elevate menu value, create market differentiation, and optimize food costs effectively,” Ms. Suny noted.
Cheese demand among foodservice operators continues to diversify and expand significantly. Once predominantly concentrated in Western dining, usage has broadened across pizzerias, bakeries, cafés, fusion restaurants, and catering services—all seeking premium ingredients to innovate new menus, enhance product value, and cater to evolving consumer preferences.
Recognizing these opportunities, GO WHOLESALE partnered with the California Milk Advisory Board to develop A-Choice Cheese, quality cheese from California, USA, under its own brand, “A-Choice”. The range draws on the strengths of California cheese, including consistent quality that meets international standards, variety, value, and cooking properties such as stretch, melting performance, and flavor enhancement. Above all, it is designed for practical use in food businesses.
Since its launch in March this year, A-Choice Cheese, quality cheese from California, USA, has continued to receive a strong response from business operators, reflecting the potential of Thailand’s cheese market and opportunities to expand cheese use into an even wider range of dishes. Popular products include mozzarella in block and shredded formats, as well as shredded Pizza Blend, which are well suited to pizzas and baked cheese dishes. Meanwhile, cheddar, Monterey Jack, and Pepper Jack offer versatile possibilities for burgers, sandwiches, and fusion dishes.
Ms. Suny added that GO WHOLESALE prioritizes helping business operators manage costs effectively, particularly food costs per menu. This involves looking beyond ingredient prices per kilogram to consider overall value, ease of use, preparation time, and reduced ingredient waste. GO WHOLESALE therefore selects quality cheeses in a variety of formats, including blocks, slices, and shreds, to meet the different needs of each business. Shredded cheese, for example, helps save preparation time and allows precise portion control, while block cheese suits businesses that prefer to cut or prepare cheese according to their own recipes. These options help operators choose ingredients that suit their menus, customer groups, and business models while improving cost management, reducing waste, and delivering value in every dish served.
Most recently, GO WHOLESALE expanded its activities promoting A-Choice Cheese, quality cheese from California, USA, to Chiang Mai through the event “Say Cheese: Quality Cheese Comes to Chiang Mai.” As one of northern Thailand’s key tourism destinations and food business centers, Chiang Mai is home to a diverse mix of restaurants, hotels, cafés, bakeries, and foodservice businesses. The event gave local operators opportunities to experience and try the products, understand their properties firsthand, and explore ways to incorporate cheese into new dishes that appeal to both local customers and tourists.
At the event, expert chefs used A-Choice Cheese, quality cheese from California, USA, to create a selection of dishes and cheese boards, offering inspiration to participating business operators. The demonstrations showed how different cheeses can be used beyond Western cuisine, from main courses and snacks to baked goods and fusion dishes. Operators also had opportunities to exchange ideas on ingredient selection, portioning, and applications in their own establishments. The event was honored by the attendance of Mr. Adam Branson – Regional Agricultural Counselor, U.S. Department of Agricultural, and Ms. Theeravee Ungkuvorakul, California Milk Advisory Board Regional Southeast Asia. They were welcomed by Ms. Suny Sidik, Chief Commercial Officer and GO WHOLESALE’s management team.
The event reflects the continued development of GO WHOLESALE’s role from an ingredient sourcing destination into a “Restaurant Solution Partner” that brings together products, knowledge, ideas, and experience. This approach helps operators recognize the potential of ingredients beyond their basic culinary uses, enabling them to develop new dishes, add value to existing menu items, select products suited to their cost structure and customer groups, and manage food costs effectively. Amid intensifying competition in the restaurant industry, these efforts aim to strengthen operators’ capabilities and support their long-term growth.
