Austrade and Coles taking a taste of Australia to Thailand

Australian farmers and food producers will have an expanded footprint and access to more customers in Asia thanks to a major export deal facilitated by Austrade between Coles and Thai retailer, Central Food Retail.

Coles will provide the supermarket chain more than 200 products from its Coles Own Brand range, with more than 98 per cent of the offering either Australian-made or with Australian ingredients.

The deal means more Australian farmers, agri-food and beverage producers now have the opportunity to supply their goods to a dynamic and desirable market.

Australian Senior Trade and Investment Commissioner in Bangkok, Mr Michael Helleman said he was thrilled that the Thai people, Australian tourists, travellers and expats longing for a taste of home will have access to Australian-made food and drinks – as well as giving a boost for farmers back home.

“Australia has a hard-earned and deserved reputation for clean, green, safe and reliable agricultural produce and food products, and it is very clear there is a growing appetite for these items in Thailand,” said Helleman.

“Austrade has been supporting Coles in Thailand since 2019 with introductions to buyers for their fresh produce, meat, and grocery products. In 2021, Austrade facilitated the introduction to Central Food Retail and it’s great to see more Australian products making their way into Asia with the help of Austrade.”

The launch of the Coles Own Brand range in Central Retail was marked at a Taste of Australia event in Bangkok.

Austrade is also supporting Coles across other markets in Southeast Asia like Singapore, Philippines, and Malaysia.

A Coles spokesperson said the supermarket was thrilled to enter the Thai market.

“Coles has been exporting high-quality Australian food for over 20 years. Exporting to more than 30 countries, with a focus on Asia, Coles Own Brand products are predominantly Australian made,” said the spokesperson.

“Our mission is to inspire customers and deliver brands and products that we are proud of, and which our customers recommend above all others.

“We are delighted to launch a number of these Australian products for sale at Central Retail/Tops in Thailand to showcase their amazing quality, support Australian producers and continue to drive growth in our Own Brand business globally.”

Austrade helps support Australia’s agribusiness export community – farmers, fishers, food and beverage producers – by providing up-to-the-minute market analysis, insights, and introducing Australian products to international buyers in a tailored and targeted approach.

Austrade is helping agricultural exporters diversify their trade by entering new markets and expanding sales in existing ones. For more information visit

The Coles Own Brand products for export include:

  • Coles Breakfast range – including Coles Urban Coffee Culture, Coles Honey, Coles Muesli and Coles Spreads (e.g. Almond Butter)
  • Coles snacking range – including Coles Ultimate Biscuits, Coles I’m Free From Biscuits, Coles chips and nuts
  • Coles baking range – including Coles Wholemeal Plain Flour, Coles Chocolate Brownie Mix
  • Coles chilled range – including Coles cheeses and butter
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