Thailand's culinary industry is welcoming the arrival of True North, a super premium beef brand from Australia under the stewardship of Stanbroke, one of the world's leading beef producers. Stanbroke is renowned for its fully integrated supply chain - from cattle breeding and farming, to grain-finishing - ensuring exceptional flavor and distinctive marbling. This end-to-end process embodies the brand's philosophy of "Pasture to Plate" and is now being introduced to Thai consumers.
The launch event, held at Bangkok Marriott Hotel Sukhumvit, also announced the appointment of Udom Supply Imex Co., Ltd. as the exclusive importer and distributor of True North Beef in Thailand. The event was attended by over 200 distinguished guests, including renowned chefs, hoteliers, and fine dining restaurant operators, who had the opportunity to experience True North's outstanding quality through a series of specially curated dishes prepared by professional chefs.
Salina Pummaithong, Managing Director of Udom Supply Imex Co., Ltd., described the partnership as a landmark moment for the company "Becoming the exclusive distributor of True North in Thailand is a significant milestone for Udom Supply. We are committed to delivering the highest quality beef to chefs and culinary enthusiasts across the country. Our vision is to raise the standard of Thailand's premium dining scene, with the confidence that True North will meet the expectations of consumers who value authenticity, quality, and taste."
Ricardo Rodriguer-Farinha, Sales (South-East Asia & Middle East) at Stanbroke, added Thailand is one of the most dynamic and promising markets in Asia. We are proud to introduce True North to Thai consumers through Udom Supply, a partner with deep expertise and an in-depth understanding of the market. We believe Thai chefs and diners alike will appreciate the unique marbling, consistent quality, and exceptional flavor that distinguish True North.
Thailand's premium beef market has been growing steadily in recent years, driven by the rising popularity of fine dining, Food Services, the expansion of premium steakhouses, and the emergence of a new generation of chefs seeking the finest ingredients. Imported beef has become increasingly sought after, particularly among discerning consumers who place importance on both the taste and the overall dining experience.