Thammachart Seafood Marks 20th Year, Rebrands as Consumer Seafood Brand for Thais

Thammachart Seafood Retail Co., Ltd., an importer and supplier of seafood to Thailand's hotel, restaurant and retail businesses, held the THAMMACHART SEAFOOD: 20 Years Behind Every Seafood Experience event on 28 October to celebrate 20 years in business and announce a new direction for the organisation. Moving from its previous behind-the-scenes role as a supplier to hotel and restaurant businesses, the company is stepping forward as a Consumer Seafood Brand where general consumers know its name, understand the origins of its products, and can purchase them independently with confidence, while continuing to maintain its existing business base working alongside partners in the food industry.

From Behind the Scenes to a Consumer-Recognised Brand

Julian Sebastian Gattenby Davies, Co-Founder and Chief Executive Officer, shared that the company began with its first seafood counter in 2007 before expanding into the kitchens of restaurants, hotels and Thai households nationwide. He noted that the company's next step will be connecting sourcing origins, chefs, restaurants, retail businesses, E-commerce and Convenience Store outlets together to make seafood products more accessible to consumers, encompassing fresh ingredients, ready-to-cook items and ready-to-eat products, particularly the Smoked Seafood category, which serves as a key driver for expansion into the Retail and Convenience Store markets.

Chayananphat Gattenby Davies, Co-Founder and Chief Marketing Officer, said that the philosophy that has remained unchanged over the past 20 years is selecting food for customers as if selecting it for one's own family. This has become the core of the concept Because we made a promise to our kids and forms the foundation of the new brand identity, which aims to communicate this care more clearly to consumers.

Figures Reflecting Business Scale and Role in the Food Industry

Currently, Thammachart Seafood operates more than 170 points of sale in retail stores and supermarkets nationwide and supplies products to more than 850 restaurant and Food Service businesses, covering both hotels and restaurants, including over 30 Michelin Star restaurants in Thailand. Between 2021 and 2025, the volume of seafood sold by the company amounted to approximately 14.4 million meals, equivalent to around 432 tonnes of protein and approximately 37.8 tonnes of omega-3, according to the company's sales and product model.

New Brand Identity and the Role of the Seafood Coach

Marking its entry into its 20th year, the company has refreshed its visual identity to make it easier to recognise and categorised its products according to nutritional needs into 4 groups: Protein Up, Omega Boost, Grow Well and Live Well. It has also added product labels detailing species, origin, cooking methods and a QR code under the Know Your Seafood concept, allowing consumers to look up further information on their own. In addition, the front-of-house team has been elevated into a Seafood Coach role, offering advice on cuts and preparation methods suited to each meal rather than simply selling products.

The event also featured a Nutrition and Healthy Living Talk session with the IceBank Diary family, Ice Napatcharin and Bank Athakit, in conversation with Dr Thanit Vinitchagoon, Lecturer at the Institute of Nutrition, Mahidol University, on selecting food suitable for household members of different ages. Both sides agreed that fish and seafood are versatile ingredients for cooking and that consumers should consider both nutritional value and provenance together.

This news is of interest to hotel and restaurant operators that use seafood as a primary ingredient in menu planning, as well as general consumers looking for seafood provenance information to make more confident purchasing decisions.