Makro Elevates Its Own Brand to International Standards Showcasing "Aro Gold"

Makro, a leading wholesale business under CP AXTRA Public Company Limited, is advancing its Own Brand or House Brand portfolio through product development in collaboration with leading domestic and international partners under the "Aro" and "Aro Gold" brands. The initiative is designed to meet the evolving needs of modern entrepreneurs while reflecting Makro's strength as a fully integrated Food Destination through food innovation and internationally recognized product standards.

At the core of Makro's Own Brand or House Brand strategy are three key principles: Quality products with great taste that help enhance convenience and reduce preparation steps, Standardized production under strict quality control at every stage, and Value for money, offering products that meet the needs of consumers at appropriate price points, while helping entrepreneurs effectively control costs. They span consumer products and food ingredients, forming the foundation of "Aro," a trusted brand that has stood alongside Thai entrepreneurs for over 37 years. Building on this success, Makro has expanded into the premium mass segment with "Aro Gold," which focuses on carefully selected high-quality ingredients, product development with experts such as professional chefs and renowned restaurants, as well as collaborations with leading global brands. This approach elevates product standards, strengthens brand value and drives food innovation in Thailand, expanding the product portfolio from value-oriented offerings to premium products that remain accessible to entrepreneurs and consumers alike.

Makro has differentiated its products through a trend-driven strategy, such as developing character-inspired bakery products launched alongside major movie releases, and through co-branding partnerships with leading domestic and international partners to co-develop products, which are distributed exclusively through the company's channels. It also collaborates with renowned chefs and culinary experts in product development to deliver high-quality and great-tasting menu offerings, while further elevating products to meet the needs of modern markets and consumers through innovation aligned with current food industry trends.

These collaborations already include partnerships with professional chefs and leading culinary personalities in Thailand to endorse and co-develop products, such as steamed buns by Chef Pom. Most recently, Makro is preparing to launch a new product collaboration with Chef Pam, recipient of the World's Best Female Chef 2025 award and owner of Potong restaurant, allowing Aro customers to experience signature flavors from renowned chefs at a value-for-money price.

Makro is also elevating its brand onto the global stage through products such as "Aro Gold Pangasius Dory," Thailand's first premium Pangasius Dory product to carry ASC (Aquaculture Stewardship Council) certification on its packaging in accordance with international aquaculture standards. The product was selected as a finalist in the "Top Innovative Products" category at THAIFEX-ANUGA ASIA 2026 and featured in both the Taste Innovation Showcase and New-to-Market Showcase zones. This achievement reflects Makro's capability in developing internationally recognized food innovations that inspire confidence in quality, safety, and sustainability among modern entrepreneurs and consumers.

The "Aro" and "Aro Gold" brands cover a wide range of Ready-to-Cook (RTC) products, such as meat and seafood, as well as Ready-to-Eat (RTE) products, including snacks, bakery items, and cheeses. These products are developed in collaboration with chefs and culinary experts through Chef's Club by Makro to meet the needs of modern food businesses that prioritize convenience, speed, and standardized quality. They also help reduce food waste and improve cost management efficiency for HoReCa operators, restaurants, cafes, and food businesses.

Currently, Makro's Own Brand or House Brand products account for approximately 20% of all products sold at Makro, covering more than 4,000 SKUs. They are now available in more than 10 international markets, including Singapore, Malaysia, Vietnam, China, and Hong Kong, reflecting the global competitiveness of Thai food products. At the same time, Makro continues to support Thai farmers and SMEs through sourcing fresh and frozen meat, vegetables, and fruits, as well as co-developing processed food products to help create added value and expand economic opportunities for Thai communities, while reinforcing Makro's position as a Business Enabler that empowers entrepreneurs and drives sustainable business growth.

Makro also offers Exclusive Brand and imported products sourced from leading producers around the world, including Charles House, Haday, Barilla, Carbonell, and Harvey Beef, as well as foodservice equipment brands such as Cuckoo, totaling more than 100 exclusive items available only at Makro and Lotus's. These offerings provide entrepreneurs with greater choices and business opportunities, while reinforcing Makro's position as a leading Food Destination with a comprehensive range of food products, ingredients, and business solutions.

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