FOODSERVICE ASIA PACIFIC MIDDLE EAST

What FOODSERVICE ASIA PACIFIC MIDDLE EAST does

FOODSERVICE ASIA PACIFIC MIDDLE EAST (FOODSERVICE APME) is a regional B2B food distribution platform headquartered in Bangkok and operating across eight countries and roughly 25 cities in Asia Pacific and the Middle East. It serves professional food-service customers including hotels, restaurants, airlines, caterers, food manufacturers, retailers, leisure operators, and e-commerce players, distributing more than 2,000 products across 12 categories under 8 proprietary house brands and 100+ international brand partnerships. The platform is the consolidated food-service distribution arm of CP Axtra Public Company Limited (SET: CPAXTRA), itself majority-owned by Charoen Pokphand Group, and was formally unified as a regional brand in 2023 from legacy operators including Siam Food Services, Lucky Frozen, and Indoguna.

The operating model combines a refrigerated fleet and warehouse network — claimed to be the largest of its kind in the region — with HACCP, ISO 22000, ISO 9001, and ISO 22301 certifications, customized cut and portion services, and dedicated account management. In May 2025 the business added four in-house production facilities covering Charcuterie, Butchery, Cheese Processing, and Bakery, extending vertical integration upstream of distribution. The MAXZI branded e-commerce channel extends the B2B platform into direct-to-consumer retail across five countries.

Revenue is generated through transactional margins on food and beverage distribution, fees for value-added services such as culinary and butchery support, and B2C/retail sales via MAXZI. Pricing is quote-based rather than standardized, and standalone financials are not disclosed publicly. The company employs roughly 1,000 staff from more than 30 nationalities.

Name

FOODSERVICE ASIA PACIFIC MIDDLE EAST

Legal name

Siam Food Services Limited

Website

https://foodserviceapme.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

FOODSERVICE APME is a Bangkok-headquartered, CP Axtra-owned B2B premium food distributor serving hotels, restaurants, airlines, caterers, and retailers across eight Asia Pacific and Middle East countries via refrigerated logistics and 2,000+ SKUs.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Other Food Manufacturing (3119)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)

akta.pro secondary industries

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC), Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)

Keywords

• Foodservice distribution
• Premium food import
• Specialty meats and seafood
• HoReCa supply
• Culinary solutions

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Product Distribution: Distribution of premium chilled meats, seafood, dairy, bakery, grocery, and specialty food products to professional food service customers including hotels, restaurants, airlines, and caterers.
2. E-commerce and Retail Sales: Direct-to-consumer and B2C e-commerce sales through MAXZI platforms and retail stores, shipping products to individual customers and businesses.
3. Culinary Services: Corporate chef services, menu development, recipe costing, and culinary consulting to help customers enhance their food business.
4. Custom Butchery and Processing Services: Value-added meat and seafood processing including custom cutting, portioning, marinating, aging, and packaging services for customers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

FOODSERVICE ASIA PACIFIC MIDDLE EAST is a regional premium food importer and distributor that aggregates nine food-service subsidiaries across eight countries and approximately 25 cities in Asia Pacific and the Middle East. It supplies hotels, restaurants, airlines, caterers, food manufacturers, wholesalers, retailers, and leisure operators with a broad assortment of specialty products (meats, seafood, dairy, bakery, produce, beverages, plant-based, and ambient goods) under both multi-national brands and proprietary house brands. Value-added services include butchery, cheese cutting, food packing, corporate chef support, kitchen design, and the MAXZI e-commerce and retail concept.

Product overview

FOODSERVICE APME is a premium food solutions provider offering a comprehensive portfolio of food and beverage products across 12 product categories (Bakery & Pastry, Beverage, Charcuterie, Dairy, Fine Foods & Delicatessen, Fruits & Vegetables, Grocery, Meat, Non-food, Plant-based, Seafood, and Snacks & Finger Foods) complemented by 7 house brands (Masterpiece, Carne Meats, Ocean Gems, Carne Meats Wagyu, GourMeat, YumBites, Carne Meats Raw, and Arlene). The company operates as a unified distribution platform providing both physical products and value-added services including Culinary Solutions, Butchery Services, Cheese Cutting, Food Packing, Corporate Chef Services, and E-commerce through the MAXZI platform. With operations in 8 countries and 25 cities across Asia Pacific and Middle East, the company leverages over 100 years of combined experience to serve professional food communities including hotels, restaurants, manufacturers, retailers, and travel companies.

Differentiator

Problem solved

Functional benefit

Brands

• Carne Meats: Premium line of charcuterie crafted using traditional European methods by in-house butchers. Products include sausages, cooked ham, bacon, and air-dried specialties with no added MSG, no artificial flavors, and no artificial colors. Halal options available.
• Masterpiece
• Ocean Gems
• Carne Meats Wagyu
• GourMeat
• YumBites
• Carne Meats Raw
• Arlene
• Maxzi

Products and services

• Premium Food Import and Distribution (regional B2B supply) End-to-end import and distribution of premium and specialty foods (meats, seafood, dairy, bakery, produce, beverages, plant-based, ambient) to hotels, restaurants, airlines, caterers, food manufacturers, wholesalers, retailers, and leisure operators across Asia Pacific and the Middle East.
• House Brands (Carne Meats, Ocean Gems, Masterpiece, GourMeat, YumBites, Arlene) Proprietary FOODSERVICE APME brands spanning meat (Carne Meats family), seafood (Ocean Gems), premium foods (Masterpiece), specialty meats (GourMeat), snack/bite products (YumBites), and additional private labels (Arlene), sold through the regional distribution network.
• Culinary Solutions and Value-Added Services Value-added services including butchery services, cheese cutting services, food packing solutions, corporate chef advisory, and kitchen design, supplied to HoReCa, travel, and manufacturing customers as part of the FOODSERVICE APME offering.
• MAXZI E-commerce Platforms (B2C and B2B) Online storefronts enabling individual consumers (B2C) and smaller business buyers (B2B) to purchase FOODSERVICE APME's premium and specialty foods directly.
• MAXZI The Good Food Store (Dubai) Physical retail outlet in Dubai offering the FOODSERVICE APME premium and specialty food range to individual consumers, complementing the MAXZI e-commerce platforms.
• Multi-Category Production Facility (Charcuterie, Butchery, Cheese Processing, Bakery) In-house production facility delivering charcuterie, butchery, cheese processing, and bakery output for FOODSERVICE APME's owned brands and customer-specific requirements.

Quantifiable outcome

• Over 100 years of combined industry experience
• +2 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Singapore Chef AssociationcoreStrategic or Co-development Partner · 1 July 2025Indoguna Singapore collaborates with Singapore Chef Association for the Infinity Championship culinary competition, officially endorsed by World Association of Chefs' Societies
• World Association of Chefs' Societies (Worldchefs)coreStrategic or Co-development Partner · 1 July 2025Infinity Championship officially endorsed by World Association of Chefs' Societies, supported by Indoguna Singapore
• CP Axtra Public Company LimitedcoreOthersFOODSERVICE APME is part of CP Axtra Public Company Limited, which operates wholesale stores and food service business, with retail under Lotus's brand in Thailand and Malaysia
• CP Group (Charoen Pokphand Group)coreOthersParent company of FOODSERVICE APME through Siam Makro. CP Group is Thailand's largest food conglomerate and one of seven Thai-listed companies named Industry Leaders in the 2019 Dow Jones Sustainability Indices

Scale indicators7 records

Recent moves16 records

Expansion highlights5 records

Broad incumbents

• Brenntag: Global market leader in chemical and ingredient distribution with significant food ingredients business. Adjacent comparison for ingredient sourcing, cold-chain, and B2B distribution to food manufacturers.
• Sysco: Largest global broadline foodservice distributor. Operates an analogous B2B distribution model targeting hotels, restaurants and institutional customers; reference peer for scale and capital intensity benchmarks.
• Performance Food Group: Major US-headquartered foodservice and convenience distributor. Comparable broadline distribution model and customer verticals to FOODSERVICE APME.
• Brakes Group: One of the largest foodservice distributors globally (Sysco-owned) serving hotels, restaurants, and caterers. Comparable business model though primarily European footprint.
• Metro AG (METRO/MAKRO): Global cash-and-carry and foodservice distribution group. Operates Makro cash-and-carry stores across Asia and is closely linked to FOODSERVICE APME's parent ecosystem through Makro/CP Axtra.
• DKSH (Consumer Goods / Food Services): Swiss-headquartered market expansion services company with major foodservice and FMCG distribution operations across Asia. Larger incumbent offering broader portfolio including non-food categories.

Direct peers

• Bidfood: International broadline foodservice distributor with significant Asia-Pacific presence (notably Singapore) serving hotels, restaurants, and caterers with imported premium ingredients. Closely comparable business model and customer base to FOODSERVICE APME.
• Angliss: Asia-Pacific foodservice distributor specializing in premium imported meats, seafood, dairy and gourmet ingredients for hotels, restaurants, and caterers. Direct competitor across multiple APME geographies.
• Favorite Food (Hong Kong): Hong Kong-based premium food importer and distributor serving hotels, restaurants, and clubs. Competes head-to-head with Indoguna Lordly in the HK market.

Regional players

• Maruha Nichiro: Japan-based global seafood and foods company with seafood distribution operations. Comparable in Ocean Gems-style seafood sourcing, freezing technology, and foodservice supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/foodservice-asia-pacific-middle-east

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries9 records

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 FOODSERVICE ASIA PACIFIC MIDDLE EAST