What To Know
- By combining CP Axtra’s dominance in fresh food retail, cold chain warehousing, and nationwide distribution with Mowi’s global expertise in salmon farming and processing, the alliance sets new benchmarks for quality, freshness, and consistency.
- By aligning global production standards with local distribution strength, CP Axtra and Mowi are not only elevating salmon quality but also setting a template for future premium food supply chains across the region, with benefits that extend from professional kitchens to everyday dining tables.
Bangkok Business PR News: CP Axtra Public Company Limited, operator of Makro and Lotus’s, has entered a strategic partnership with Mowi, the world’s largest premium salmon producer, in a move that reshapes Thailand’s high-end seafood landscape. The collaboration marks the country’s first fully integrated premium salmon supply chain, designed to meet rising demand from both professional kitchens and increasingly discerning home consumers.
Image Credit: CP Axtra
By combining CP Axtra’s dominance in fresh food retail, cold chain warehousing, and nationwide distribution with Mowi’s global expertise in salmon farming and processing, the alliance sets new benchmarks for quality, freshness, and consistency. The initiative positions Thailand as a regional hub for premium salmon distribution while reinforcing CP Axtra’s leadership in imported fresh food categories.
Building an End-to-End Cold Chain Advantage
At the operational core of the partnership is the integration of upstream processing with temperature-controlled logistics. This Bangkok Business PR News report notes that Movi (Thailand) Co., Ltd. has established a pin-boneless salmon processing line within CP Axtra’s Central Distribution Center in Wang Noi, Ayutthaya. This facility links intelligent warehousing systems with precision cold chain controls, ensuring salmon quality is preserved from production through final delivery.
The centralized model allows salmon products to move seamlessly from the distribution center to Makro branches nationwide. Inventory management is improved, spoilage risks are reduced, and customers benefit from consistent standards across every outlet. The approach also supports rapid expansion in Ready-to-Cook and Ready-to-Eat segments, where freshness and food safety are critical.
Aro Gold x Mowi Targets Chefs and Consumers
A key outcome of the collaboration is the launch of the co-branded Aro Gold x Mowi range. The product line includes five premium offerings, spanning boneless, pre-cut fillets for food businesses and ready-to-cook or ready-to-eat options such as sashimi-grade salmon for households. Designed to international quality benchmarks, the range caters to professional chefs, food operators, and general consumers seeking convenience without compromising standards.
Image Credit: CP Axtra
Mr. Thanisorn Chearavanont, President of the Wholesale Business Group at CP Axtra, said the partnership strengthens Thailand’s premium seafood value chain by connecting production with efficient nationwide distribution. He emphasized its role in supporting long-term growth in fresh food, premium imports, and value-added meal solutions.
Logistics Technology Elevates Freshness Control
Supporting the salmon initiative is CP Axtra’s collaboration with CJ Logistics. Through a Total Control Tower system, the company can track goods in real time, manage multi-temperature distribution, and enable same-day deliveries to branches. The digital logistics platform enhances accuracy, speed, and freshness across chilled and frozen categories, reinforcing consumer confidence.
Mr. Sarlie Wu, Managing Director for Asia Pacific at Mowi Thailand, highlighted that embedding production within CP Axtra’s distribution center assures full traceability and compliance with international safety standards, from farm to consumer.
As Thailand’s premium food market grows more competitive, this partnership signals a shift toward deeper integration, smarter logistics, and higher expectations. By aligning global production standards with local distribution strength, CP Axtra and Mowi are not only elevating salmon quality but also setting a template for future premium food supply chains across the region, with benefits that extend from professional kitchens to everyday dining tables.
For the latest Bangkok Business PR News, keep on logging to Bangkok Business News.