GO WHOLESALE, the food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Ltd. under Central Retail Food – is elevating A CHOICE to a strategic growth driver and accelerating its Own Brand business, backed by an impressive 48% year-over-year sales surge in 2026.
In parallel, the company is driving its overall Own Brand portfolio through its “TIC Strategy”—turning trust into repeat purchases, transforming customer insights into practical business solutions, and accelerating the expansion of its food ingredient lineup across both core essentials and new alternatives. Designed to deliver superior quality, value for money, and operational efficiency, GO WHOLESALE expects its Own Brand portfolio to span over 1,890 SKUs by the end of 2026, establishing A CHOICE as a definitive “Reason to Come” that attracts business operators to its stores.
Ms. Suny Sidik, Chief Commercial Officer of Central Food Wholesale Ltd., said: that developing Own Brand products is one of GO WHOLESALE’s key growth strategies, designed to differentiate and strengthen the competitiveness of its wholesale business. This is particularly relevant to the B2B market, where food professionals consider not only product prices but also quality, consistency, value for money, and how ingredients can help improve operational efficiency. A CHOICE, in particular, is the core brand for food ingredients and seasonings for food professionals under the “Professional Choice” concept.
According to IGD Retail Analysis: Evolution of Global Private Label Trends, the global Own-brand or Private-label market is outpacing national brands in both value and volume growth. Worldwide, 52% of shoppers consider Private-label products comparable in quality to regular brands, while 47% indicate that price is not their only reason for purchase, and 50% are willing to buy more Private-label products. These findings reflect an increasing shift in competition toward quality, innovation, differentiation, and brand loyalty.
Meanwhile, Own Brand products account for less than 5% of the market in Asia, where the segment continues to grow, compared with 39% in Europe and 22% in North America, indicating substantial room for further expansion across the region.
This trend is reflected in the growth of GO WHOLESALE’s Own Brand business, with Own Brand sales currently up 40%, while A CHOICE sales surged by 48% year-over-year. The proportion of HoReCa customers purchasing Own Brand products is as high as 84%. Key categories contributing to this growth include meat, fish and seafood, frozen fruit and vegetables, French fries, and eggs. This reflects that demand for Own Brand is shifting from supplementary items to essential core ingredients that food professionals rely on for their daily business operations.
“For GO WHOLESALE, Own Brand products are not developed merely as price-competitive alternatives, but to deliver tangible business value to operators. This spans from controlling costs and maintaining consistent dish quality to streamlining kitchen processes and opening new avenues for business growth. This is especially evident with A CHOICE, which we position as the ‘Professional Choice’ for HoReCa and food professionals. Moving forward, our goal is to establish A CHOICE as a Strategic Growth Driver—a vital catalyst that creates a compelling ‘Reason to Come,’ driving business customers to choose GO WHOLESALE,” Ms. Suny said.
Ms. Suny added that these evolving customer dynamics redefine the strategic focus for Own Brand in 2027—moving beyond merely increasing SKU count to developing products that address the distinct demands of food professionals with greater precision. This entails ensuring Quality and Consistency through dependable standards; delivering true Value for Money; enhancing Product Convenience to streamline kitchen operations; fostering Product Innovation; and pursuing Category Expansion to adapt to the ever-changing culinary landscape.
Building on this opportunity, GO WHOLESALE has developed its “TIC Strategy” to drive continued growth in Own Brand products:
1) Trust to Repeat – From “Trust” to “Trial” and “Repeat Purchases”: GO WHOLESALE aims to build confidence in A CHOICE’s quality, standards, and value while encouraging new customers to try its products through the HoReCa GO More campaign, product samples, in-store tasting booths, and workshops tailored to food professionals of different types of restaurants. These activities provide customers with product experiences that lead to repeat purchases and long-term brand loyalty.
2) Insight to Solution – Developing Products Around Operators’ Pain Points: Insights from HoReCa customers on controlling costs, maintaining taste standards, and product convenience are used to develop product solutions. Examples include ready-to-cook sauces, such as Pad Thai sauce, Pad Cha sauce, Pad Krapao sauce, dry noodle sauce, and ready-made spicy salad dressing, which help reduce food preparation time, improve convenience, and maintain consistent flavor.
3) Core to More – Covering Core Products and Adding New Choices: The company is expanding its portfolio to cover core products that food professionals use regularly while extending product lines to offer more choices suited to different menus, cost requirements, and business models. A CHOICE currently spans 15 core categories and continues to build upon high-demand items—such as frozen meat, French fries in various formats, and different types of rice to meet food professionals’ diverse needs. At the same time, the company is exploring opportunities to develop new products and additional premium Own Brand offerings, expanding its customer base from those who prioritize value for money to food professionals seeking ingredients with more specialized characteristics or quality attributes.
Furthermore, GO WHOLESALE has established a robust marketing roadmap to drive Own Brand sales, positioning A CHOICE at the forefront of growth. This strategy focuses on expanding the customer base, accelerating repeat purchases, and broadening the product portfolio to comprehensively address the evolving needs of food professionals.
GO WHOLESALE currently offers Own Brand products under three main brands: A CHOICE, covering food ingredients and seasonings for HoReCa and food professionals under the “Professional Choice” concept; SUPERSAVE, covering food and food packaging products that emphasize quality and value; and PROSAVE, covering non-food consumer goods, chemicals, and cleaning products for food professionals and business customers.
By the end of 2026, the company projects its Own Brand portfolio to span over 1,890 SKUs, underscoring a clear strategic direction to elevate Own Brand from simple product alternatives into vital business solutions and a key growth engine for GO WHOLESALE.
