Farm Chokchai

What Farm Chokchai does

Farm Chokchai is a privately held Thai integrated farm and agritourism operator founded in 1970, headquartered in Pathum Thani with its primary farm and production site in Pak Chong, Nakhon Ratchasima (Khao Yai region). The business operates a closed-loop agricultural system that runs from cattle farming through 24-hour fresh milk processing and on to own-brand consumer products, with dairy marketed under the Umm Milk brand.

The company's revenue is generated through a diversified direct-to-consumer portfolio spanning four interlinked verticals: farm tourism (Talor Farm self-driving tours, Cowboy Activities, seasonal flower-field attractions), sit-down and fast-casual restaurants (Chokchai Steakhouse with 50+ years of heritage and Chokchai Steakburger), and on-site retail (Umm Milk dairy products and a souvenir shop featuring curry puffs). Distribution is entirely owned, with four identified retail locations in Pak Chong and the Rangsit/Pathum Thani corridor, plus an e-commerce presence for Umm Milk at ummmilkfarm.com. Customers are Thai families, individual tourists, and diners seeking farm-anchored experiences.

Underlying operations emphasize sustainable agriculture and circular resource management, with the integrated farm flagged as the core proprietary capability. The company is family-controlled with no external funding disclosed, only 19 employees listed across the data, and brands including Farm Chokchai, Umm Milk Farm, Chokchai Steakhouse, Chokchai Steakburger, Talor Farm, and Cowboy Activities operating under the Farmchokchai Group umbrella.

Name

Farm Chokchai

Legal name

Farm Chokchai

Website

https://farmchokchai.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Farm Chokchai is a Thai integrated farm and agritourism operator founded in 1970, running own-brand dairy (Umm Milk), Chokchai Steakhouse and Steakburger restaurants, and farm tourism in Khao Yai serving Thai families and individual day-trippers through direct-to-consumer channels.

Ownership category

akta.pro rank

Product category

Agrotourism and Integrated Dairy Farming

NAICS

Dairy Cattle and Milk Production (112120), Beef Cattle Ranching and Farming (112111), Dual-Purpose Cattle Ranching and Farming (112130)

SIC

Dairy Products (2020), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Dairy Housing, Milking Systems & On-Farm Infrastructure Operations (AFAEACAG)

akta.pro secondary industries

Farm-to-Table & Agritourism Dining Experiences (Farm Visits, Harvest Meals) (THAJAGAK), Pasture-Based & Grazing Dairy Systems (AFAEACAI), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

Keywords

• Integrated dairy farming
• Farm tourism
• Steakhouse dining
• Fresh dairy products
• Agrotourism experiences

Headquarters

HQ city

Pathum Thani

HQ country

Thailand

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Others

Revenue model

1. Farm Tourism: Revenue from farm tour activities including tractor rides, Talon Farm self-driving experiences, and cowboy activities. Visitors pay admission fees to explore the integrated farm, take photos, and engage with nature.
2. Restaurant Operations: Income from Chokchai Steakhouse and Chokchai Steakburger restaurants serving farm-raised beef and products directly to consumers at multiple branch locations.
3. Umm Milk Dairy Products: Sales of fresh dairy products under the Umm Milk brand, processed from the farm's own cattle within 24 hours.
4. Souvenir and Gift Shop: Retail sales of farm-made products and souvenirs including popular curry puffs and other locally produced items.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Farm Chokchai is a Thai integrated dairy and beef farm that produces and sells fresh dairy products under the Umm Milk brand (processed within 24 hours of milking), operates the Chokchai Steakhouse and Chokchai Steakburger restaurant chains, and runs on-site farm tourism experiences including Talor Farm self-driving tours and Cowboy activities. The business manages the complete production cycle from cattle farming through milk processing and farm-to-table dining at its Pak Chong, Nakhon Ratchasima facility.

Product overview

Farm Chokchai is an integrated dairy farm and agrotourism destination in Thailand, operating a portfolio of products centered around its integrated farming system. The core offering includes Umm Milk Farm (milk and dairy products produced within 24 hours), Chokchai Steakhouse (50+ year old steakhouse restaurant), and Chokchai Steakburger (burger restaurant). Visitors can experience Talor Farm (self-driving farm tours), Cowboy Activities (cowboy-style experiences), and purchase souvenirs including the popular curry puff. The integrated farm manages complete dairy production from cattle to finished products, while the restaurant brands utilize farm produce to create unique dining experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Chokchai Steakhouse (โชคชัยสเต็คเฮ้าส์): Steakhouse restaurant chain with 50+ years of history, known for quality steaks and dining experience. Branches include Pak Chong location and Rangsit branch.
• Chokchai Steakburger (โชคชัยเบอร์เกอร์)
• Umm Milk (อืมม มิลค์)
• Talor Farm (ตะลอนฟาร์ม)
• Cowboy Activities (กิจกรรมคาวบอย)

Products and services

• Umm Milk Farm (อืมม มิลค์ฟาร์ม) Fresh dairy products produced through Farm Chokchai's integrated farming system; milk is processed within 24 hours of milking to ensure freshness and highest quality. Sold directly to consumers via the Umm Milk website and on-site.
• Chokchai Steakhouse (โชคชัยสเต็คเฮ้าส์) Thai steakhouse restaurant brand with over 50 years of history, serving quality steaks from Farm Chokchai's own beef. Operates branches at Farm Chokchai Pak Chong (open daily 09:00-20:00) and Rangsit (open daily 11:00-21:00), plus a Thani Rat Road Pak Chong branch.
• Chokchai Steakburger (โชคชัยเบอร์เกอร์) Burger restaurant featuring thick juicy beef sourced from Farm Chokchai, made fresh to order in open-kitchen style, served in a unique farm atmosphere. Operates branches at Farm Pak Chong and Rangsit Than 3 Road.
• Talor Farm (ตะลอนฟาร์ม) Self-driving farm tour experience allowing visitors to drive their own vehicles through Farm Chokchai, view flower fields, engage with nature, and participate in year-round activities. Pet-friendly with multiple photo spots and activity stations.
• Cowboy Activities (กิจกรรมคาวบอย) Range of cowboy-style farm activities at Farm Chokchai including adventure, family-oriented, and selfie-themed experiences delivered through cowboy-themed programming.
• Farm Chokchai Souvenir Shop (ร้านของฝาก) On-site gift shop at Farm Chokchai selling farm-made souvenirs, anchored by the signature curry puff (กะหรี่พัฟ) — freshly fried daily with thin crispy crust and rich filling — plus other farm-produced gift items.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Meiji Thailand: Japanese-owned Thai dairy producer with established fresh milk, yogurt, and flavored milk brands; competes with Umm Milk in the premium Thai dairy segment.
• Sizzler Thailand: Established international steakhouse chain operating multiple Thai branches; competes with Chokchai Steakhouse in the mid-market Thai steakhouse category with broader urban footprint.
• MK Restaurant Group: Large Thai sit-down restaurant chain with nationwide branch network; comparable Thai F&B operator competing for middle-income family dining occasions alongside Chokchai Steakhouse.
• Foremost Dairy (Thai Foremost): Major Thai dairy producer (under FrieslandCampina) with nationwide distribution across fluid milk, yogurt, and dairy beverages; competes with Umm Milk across retail and foodservice dairy channels.
• Dutch Mill Co., Ltd: Thailand's leading dairy brand with national distribution and broad SKU portfolio; competes directly with Umm Milk in the Thai fresh and UHT dairy categories through modern trade and foodservice.

Direct peers

• Gran Monte Vineyard & Winery: Integrated Khao Yai agritourism destination with on-site vineyard, winery tours, restaurant, and retail — directly comparable to Farm Chokchai's farm + tourism + F&B + souvenir model in the same region.

Emerging players

• Betagen (Bangkok Ranch): Thai fresh milk brand with farm-to-bottle positioning; partial overlap with Umm Milk in the premium local-dairy niche and comparable farm-to-consumer supply chain narrative.
• Little Farm Khao Yai: Smaller agritourism farm in the Khao Yai region offering farm activities, animal interactions, and on-site F&B; comparable niche player competing for the same domestic Thai family tourism segment as Farm Chokchai.

Regional players

• Primo Piazza Khao Yai: Italian-themed agritourism village in the Khao Yai region combining photo spots, cafes, and souvenir retail; competes with Farm Chokchai for Khao Yai tourist day-trip spend, particularly from Bangkok weekend visitors.
• Bonanza Steakhouse (Thailand): Thai steakhouse chain with multiple Bangkok and suburban branches; directly comparable mid-market steakhouse competitor to Chokchai Steakhouse in urban dining occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/farm-chokchai

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farm Chokchai