Betagro invests in Freshket to supply over 10,000 ingredients to HORECA businesses

On 21 October, Betagro Public Company Limited, or BTG, announced an investment to acquire a majority stake in Freshket through Betagro Ventures to expand into the FoodTech sector and strengthen its Foodservice business line. This partnership combines Betagro's international-standard food production capabilities and logistics system with the technology on Freshket's online ingredient distribution platform, which serves Bangkok, Pattaya, Hua Hin, and Khon Kaen, as well as the surrounding metropolitan area and major regional cities. The primary goal is to expand e-commerce channels for fresh and processed food to cover HORECA operators, while enhancing efficiency and transparency across Thailand's food supply chain.

Connecting the food production network to e-commerce for HORECA businesses

Currently, Freshket acts as an intermediary connecting farmers and food producers directly with restaurants through an end-to-end supply chain management system. The platform offers more than 10,000 items, supporting over 20,000 active operators with a delivery accuracy rate exceeding 98.5%, which tangibly reduces food waste and improves the efficiency of ingredient distribution.

Integrating the production and delivery networks of the 2 organisations expands the product categories on the e-commerce channel to cover everything from meat, fresh vegetables, and fresh fruit to dry goods and frozen food. This approach increases options and convenience for HORECA operators in planning orders and managing ingredient inventory efficiently.

Furthermore, Freshket continues to expand its business scope to meet the growing demand in the foodservice market. Its key development strategy comprises 3 main approaches:

• Adding imported product lines: Expanding international ingredient categories such as seafood, premium Japanese culinary ingredients, as well as cheese and butter.
• Expanding service areas: Extending the delivery network from Bangkok, Pattaya, Hua Hin, and Khon Kaen to the surrounding metropolitan area and major regional cities.
• Developing temperature-controlled transport systems: Upgrading Cold Chain Logistics to maintain product freshness and quality throughout transit.

Executive perspectives on cost management and ingredient security

Chayadhorn Taepaisitphongse, Chief Agro-Industrial and New Business Officer at Betagro Public Company Limited, stated that this investment aligns with Betagro's direction in building a comprehensive and sustainable food ecosystem. Combining its food production expertise and logistics network with a digital platform like Freshket enables HORECA customers to access food products more quickly and comprehensively. The partnership also supports operators in cost management and enhances the competitiveness of the Thai food industry.

Ponglada Paniangwet, Chief Executive Officer and Founder of Freshket, noted that partnering with Betagro strengthens the company's growth potential, both in securing access to high-quality upstream ingredients and in managing costs efficiently. Combined with Betagro's infrastructure and capital, the company can deliver quality ingredients at competitive prices to more restaurants, while creating long-term growth opportunities for farmers, producers, and all sectors across the food supply chain.

This partnership announcement is directly relevant for hoteliers, restaurant procurement teams, restaurant operators, and event organisers managing catering ingredients. Connecting a major food producer with a digital ordering system allows hotel professionals and event organisers to conveniently source fresh produce, dry goods, and imported products through a single channel. Furthermore, expanding delivery coverage with Cold Chain Logistics to provincial cities enables regional hotels and event venues to control food quality and costs with confidence.