GO WHOLESALE, under Central Food Wholesale Co., Ltd. within the Central Retail Food group, has operated for nearly three years with 14 branches nationwide. Currently, GO WHOLESALE continues to advance its business strategy, with one of its most notable tactics being the development of Own Brand (Private Label) products.
According to IGD Retail Analysis: Evolution of Global Private Label Trends, the global Own Brand or Private Label market is growing faster than branded products in both value and volume. In Europe, Own Brands account for 39% of the market, and in North America, 22%, while Asia has less than 5% but shows continuous growth, indicating significant expansion potential for Own Brands in Asia.
This trend aligns with GO WHOLESALE's Own Brand sales growth of 40% compared to the previous year. In categories like consumables—meat, seafood, frozen vegetables, and fruits—sales have surged, showing that Own Brand products are no longer just alternatives but have become "key ingredients" for some customers, such as business operators.
Currently, GO WHOLESALE offers Own Brand products that meet usage needs across three main brands:
A CHOICE: A line of food ingredients and seasonings for business operators under the concept "Professional Choice."
SUPERSAVE: Food and food packaging products such as paper cups, food containers, four-compartment trays, and toothpicks.
PROSAVE: Consumables, chemicals, and cleaning products designed for business operators.
The answer is reflected in the success of the flagship brand A CHOICE, the main brand in food ingredients and seasonings, which has seen sales grow by 48% compared to last year.
This growth is driven by demand from HoReCa customers in the B2B market, where operators consider not only product price but also quality, consistency, value for use, and the ingredient's ability to enhance business efficiency. GO WHOLESALE aims for A CHOICE to serve as a "Strategic Growth Driver" to accelerate overall business growth and, importantly, build customer trust and encourage repeat purchases.
GO WHOLESALE's Own Brand goal in 2027 is not just to "increase product numbers" but to develop products precisely tailored to Food Professionals’ needs through three strategies called the "TIC Strategy."
Trust to Repeat: Building trust and encouraging repeat purchases.
GO WHOLESALE focuses on establishing confidence in the quality, standards, and value of A CHOICE, encouraging new customers to try the products through the "HoReCa GO More" campaign, product sampling, in-store tasting booths, and workshops with chefs tailored for different types of restaurant operators, creating experiences that lead to repeat buying and long-term brand loyalty.
Insight to Solution: Developing products based on operators’ pain points.
Using customer insights about cost control, maintaining consistent taste, and reducing preparation time to develop product solutions, such as the Ready-to-Cook Sauce line, which reduces food prep time, increases kitchen convenience, and ensures consistent taste in every dish.
Core to More: Covering core products and expanding new options.
Expanding the product portfolio to cover core items regularly used by operators and extending product lines to offer more choices based on menu types, costs, and business models.
Currently, A CHOICE covers 15 main categories to meet Food Professionals’ specific needs. The company is also exploring opportunities to develop new products and premium Own Brand lines to expand from value-focused customers to premium operators.
GO WHOLESALE anticipates that by the end of 2026, Own Brand products will total over 1,890 items, reinforcing its role as a comprehensive business partner meeting food operators’ needs.
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