Thai Choice products from Monty and Totco Co are showcased at Thaifex–Anuga Asia 2026 at Impact Muang Thong Thani. From left, Prao Vajrabhaya, managing director of the company, Srichanok Wattanasiri, president, and Praire Vajrabhaya. Trade days run until Friday, with public retail sales on Saturday. Pattarapong Chatpattarasill
Thai food manufacturer and exporter Thai Choice says resilience, product innovation and easier-to-cook authentic meals are helping transform Thai cuisine from a niche export into an everyday global food category.Speaking on Tuesday on the opening day of Thaifex–Anuga Asia 2026, the annual food and beverage trade fair held at Impact Arena, Muang Thong Thani, the company outlined how it has navigated geopolitical disruptions, freight crises and shifting consumer preferences while expanding Thai flavours into mainstream international markets.
"We wanted Thai food to become a part of everyday global consumption, not just a niche ethnic category," said Srichanok Wattanasiri, founder of Monty & Totco Co Ltd, owner of the Thai Choice brand.
Rather than relying primarily on Asian speciality stores, Thai Choice focused on placing products in mainstream supermarkets to broaden access to authentic Thai cuisine.
