GO WHOLESALE — The food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Ltd. under Central Retail Food, celebrates its third anniversary, underscoring its growth with a membership base of more than 900,000, a network of 14 stores nationwide, and over 100,000 square meters of total sales floor space.
As the company enters its fourth year, it is building on its expertise in fresh food ingredients to create a “Wholesale Ecosystem” that connects products, services, technology, and business partners through four flagship strategies designed to drive growth in the wholesale market.
Mr. Ricardo Boarotto, Chief Executive Officer of Central Food Wholesale, said that over the past three years, GO WHOLESALE has focused on “staying close” to business operators and “understanding” their actual needs, including those of HoReCa operators — hotels, restaurants, and catering businesses — and Shohuay traditional grocery stores. As a ‘trusted partner to business operators’, the company helps operators manage their businesses through cost management, ingredient quality control, inventory management, and support to strengthen their competitiveness. This approach provides a key foundation for GO WHOLESALE to expand its role beyond product distribution and build a “Wholesale Ecosystem” that brings products, services, innovation, and partners together.
A core differentiator that gives GO WHOLESALE a clear edge in the B2B market is its position as a high-quality fresh food destination paired with solutions tailored to address operators’ operational pain points. Positioning itself as the go-to “Fresh Food Destination & Professional Solutions” for the industry, GO WHOLESALE continues to elevate the service experience by leveraging its fresh food mastery across key areas:
- Live Seafood & Premium Meat Experience: Elevating freshness standards with live seafood aquariums featuring fish, lobsters, giant crabs, and shellfish — premium ingredients for seafood dishes — alongside dry-aging services for high-quality meat to meet the needs of chefs and professional kitchens.
- GO Expert Solution: A team of specialists provides custom meat and fish cutting services, preparing ready-to-cook cuts tailored to each restaurant’s menu. These services help operators save time on ingredient preparation, reduce waste, and precisely control costs per serving.
- Workforce Development: Developing employees’ specialized skills through partnerships with leading educational institutions, including Kasetsart University, and sending representatives to participate in international competitions such as The Ultimate Butcher Challenge to help set new standards for Thailand’s food industry.
Over the past three years, GO WHOLESALE’s focus on fresh food excellence, specialized expertise, and customer trust has driven sustained growth across the category. A standout milestone is the salmon segment, where surging sales have propelled GO WHOLESALE into the ranks of Thailand’s top five distributors—underscoring its ability to fulfill market demand and the strong confidence earned from business operators nationwide.
To drive sustainable, long-term growth, GO WHOLESALE has established four flagship strategies for its fourth year to accelerate its vision of a fully integrated “Wholesale Ecosystem”:
1. Deep Operator Understanding: Developing an in-depth understanding of each customer segment’s business, needs, and challenges to create products, services, and solutions that address real business requirements. This includes helping restaurants manage ingredient costs per dish and access quality ingredients suited to their menus, while supporting Shohuay traditional grocery stores in managing inventory and replenishing essential stock effectively.
2. Beyond Transaction Experience: Enhancing the shopping experience beyond transactions through an omnichannel approach that connects in-store and online channels. The focus is on convenience at every stage, covering product selection and availability, hygiene and food safety standards, and efficient ordering and delivery, with services connected across stores, the GO WHOLESALE app, and gowholesale.store. GO WHOLESALE is further enhancing the experience for business operators by developing its “Digital Ordering Ecosystem” and live commerce activities, enabling customers to access products and place orders from any device, anywhere, at any time.
In addition, interactive culinary workshops and live cooking demonstrations equip operators with actionable business knowledge and creative inspiration to innovate their menus.
3. Partnership-Driven Growth: Growing alongside business partners and operators through collaboration with manufacturers, suppliers, food industry partners, and community-based small and medium-sized enterprises (SMEs) to develop a wholesale ecosystem that delivers mutual benefits. This includes helping manufacturers and suppliers improve product quality, organizing promotional activities, and creating marketing opportunities for small business operators. The strategy focuses on building long-term relationships and strengthening trust in GO WHOLESALE as a key purchasing destination for business operators. The sales force also provides one-on-one support to help customers develop their businesses and make purchasing more convenient.
4. Segmented Value Marketing: Developing targeted marketing campaigns focused on delivering value that meets real business needs. The approach moves beyond conventional B2B wholesale marketing centered solely on blanket discounts toward segment-specific campaigns designed around the particular needs of each customer group. These include:
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- “HoReCa GO More”: Bringing together 26 partner brands to offer discounts of up to 50% for three consecutive months, helping restaurants, hotels, and catering businesses manage ingredient costs effectively.
- “Shohuay GO Plus”: A campaign that provides small retailers (Shohuay) across Thailand with support and greater value to strengthen their competitiveness within their local communities.
- “GO Sticker Promotion – Stick & Save, Discount Your Way!”: Introducing a new approach to B2B wholesale by building on TOPS’ popular campaign under the concept of “Customer Empowerment.” The campaign gives business operators the power to choose which products they want discounted, offering greater flexibility and directly supporting each store’s inventory management plans.
Over the past three years, GO WHOLESALE has laid the foundations for its wholesale ecosystem through a network of more than 900,000 members and over 1,100 quality suppliers and business partners, ranging from small-scale farmers to consumer goods manufacturers. The company has also created local employment opportunities, with more than 2,800 employees working across its stores. This reflects the role of wholesale in connecting producers, distributors, business operators, and consumers.
GO WHOLESALE also prioritizes socially and environmentally responsible business practices. The company has donated more than 210 metric tons of surplus food, enough to provide over 900,000 meals, and supported more than 300 SME suppliers. Through its “Community Market for Local People” initiative, GO WHOLESALE provides free selling space for SME and OTOP vendors at stores nationwide, creating commercial opportunities and channeling income into local communities.
To express gratitude for the enduring trust of business operators and customers over the past three years, GO WHOLESALE is rolling out the celebratory campaign “GO Make You Smile – Smiles with Every Purchase,” running now through November 24, 2026. Under the concept “3 THEMES 3 EXPERIENCES MORE SMILES,” in-store themes rotate every two weeks with new weekly promotions, delivering three tiers of comprehensive value:
- Tier 1 – GO PRO: Enjoy special-price offers that rotate weekly across all product categories, with the option to redeem The1 points for discounts. Customers can also shop special offers during GO WHOLESALE’s Facebook Live sessions on November 6 and 20, 2026, from 11 a.m. to noon.
- Tier 2 – GO STAMP: Earn one stamp for every THB2,000 spent through any shopping channel. Redeem accumulated stamps for premium gifts, cash coupons, and access to special-price purchases, with total benefits worth THB5,535.
- Tier 3 – GO REWARD: Customers ranked first to fifth by cumulative spending receive AURORA gold gift vouchers worth THB50,000 each, while those ranked sixth to tenth receive Centara gift vouchers worth THB10,000 each. The total prize value is THB300,000.
“As GO WHOLESALE enters its fourth year, we will continue to broaden the range and develop the quality of our products and services across both online and offline channels. We will continue leveraging technology and innovation to drive operational efficiencies, alongside investing in our people’s specialized expertise to deliver an experience that genuinely meets our customers’ evolving needs. Our goal extends beyond the growth of GO WHOLESALE. We want to play a part in helping Thai business operators build stronger businesses, access business opportunities, and grow on a solid foundation, because we believe their success is our success,” Mr. Ricardo concluded.
Join GO WHOLESALE’s third-anniversary celebrations with the special “GO Make You Smile — Smiles with Every Purchase” campaign, running now through November 24, 2026, at all 14 GO WHOLESALE stores.
