GO WHOLESALE Continues “GO Food: Sharing Happiness with Every Smile” - มิติหุ้น | ชี้ชัดทุกการลงทุน
Mitihoon – GO WHOLESALE Continues “GO Food: Sharing Happiness with Every Smile” for Second Year Drives “Turning Purchases into Giving” Strategy — Supporting Thai Farmers through Fruit Purchases, with 1 Baht per Kilogram or Unit Donated to Fund Children’s School Lunches
GO WHOLESALE – The food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Ltd. under Central Retail – is continuing its support for Thai fruit distribution and Thai farmers with the second year of “GO Food: Sharing Happiness with Every Smile”. Under the concept “Turning purchases into giving”, the project encourages customers to buy Thai fruit and help fund lunches for children at schools in communities surrounding GO WHOLESALE branches nationwide. Following a positive response in its first year, the project builds on customer participation to benefit both farmers and local communities, running from now until November 30, 2026.
Mr. Ricardo Boarotto, Chief Executive Officer of Central Food Wholesale, said: “The success of ‘GO Food: Sharing Happiness with Every Smile’ in its first year showed us the power of customer participation and the potential to benefit farmers and communities through everyday activities. In its second year, we are continuing the project under the concept ‘Turning purchases into giving’, making every customer’s fruit purchase another way to support Thai farmers and create opportunities for children through lunch funding for schools near GO WHOLESALE branches. We believe that cooperation among all sectors can create lasting value and bring happiness to both those who give and those who receive.”
“This year’s continuation of the project comes as the government moves ahead with its 2026 fruit management measures to accommodate an expected increase in production. According to the Ministry of Commerce, Thailand’s combined output of key commercial fruits is forecast to reach approximately 6.91 million tons this year, an increase of 5.8%, or around 379,000 tons, from the previous year. Managing and distributing this produce to markets is therefore another important priority during the peak Thai fruit season.”
The strategy behind “GO Food: Sharing Happiness with Every Smile” is to turn everyday shopping into an opportunity to create social value. Customers from all groups can participate by choosing eligible fruit. For every kilogram or unit (bunch or pack) purchased, GO WHOLESALE will contribute 1 baht towards lunch funding for a total of 14 schools in communities surrounding its branches nationwide.
Participating fruit includes Kinnaree, Torpedo and Sonya watermelons, Green Flesh melons, Orange Flesh melons, Sun Lady cantaloupes, Holland papayas, Sriracha pineapples, Hom bananas, Khai bananas, Namwa bananas and longans. The selection supports the distribution of produce from Thai farmers, particularly when large volumes are entering the market.
The project’s second year builds on its first-year success by linking Thai fruit purchases with lunch funding for children in local communities. It also helps expand sales channels for Thai fruit during periods of abundant supply. This reflects GO WHOLESALE’s role in connecting business operators, consumers, farmers and communities to create shared value throughout the food supply chain, from supporting farmers upstream to creating opportunities and improving quality of life for communities downstream.
The second year of “GO Food: Sharing Happiness with Every Smile” invites customers to help fund children’s school lunches from now until November 30, 2026, simply by purchasing participating fruits at any GO WHOLESALE branch. Both restaurant operators and the general public can take part in creating opportunities for others. The initiative reflects the concept of “Small Acts Together”, based on the belief that small actions taken collectively by all sectors can create a significant and lasting positive impact on society.
Following the conclusion of the 2026 project, GO WHOLESALE will extend support to a further 14 schools in communities surrounding its branches, helping children receive nutritious meals and turning everyday purchases into another way to share opportunities and happiness with children and local communities. In its first year in 2025, “GO Food: Sharing Happiness with Every Smile” provided ingredients for lunches for more than 3,270 students at 14 schools near GO WHOLESALE branches nationwide. These included Anuban Tessaban Bang Muang School in the Srinakarin area, Ban Doi Pui Child Development Center in Chiang Mai, Wat Na Khuean School in Chon Buri, Bannok School in Pattaya, Watnin Sukharam School in the Rama II area, Thongpooluthis School in Rangsit, Pathum Thani, Wat Si Bun Ruang School in the Ramkhamhaeng area, Baan Saiyuan Kindergarten in Phuket, Kohsire School in Phuket, Wat Lat Bua Khao School in the Charoen Rat area, Ban Nong Nam Khem School in Udon Thani, Ban Nong Bua Dee Mee (Khuru Samakkhi 3) School in Khon Kaen, Wat Khuan Niang School in Hat Yai district, Songkhla, and Ban Khao Wai School in Rayong.
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