HOMELAND

What HOMELAND does

HOMELAND, operating under the brand name BAAN KERD, is a Bangkok-based conscious grocer that sells organic and natural products directly sourced from small-scale Thai farmers, fisherfolk, and artisan makers. Founded in 2021 and headquartered in Phatthanakan, Bangkok, the company runs an e-commerce storefront at Homelandgrocer.com offering 120+ SKUs across eight categories—eggs and dairy, spices and condiments, fruits, rice and grains, vegetables and herbs, beverages and sweets, protein, and household items. Pricing is unit-based in Thai Baht with no subscription or membership layer disclosed.

The go-to-market combines direct-to-consumer e-commerce with two physical BAAN KERD Café locations at Sukhumvit 39 and Chidlom, both serving breakfast and brunch menus that translate partner-producer ingredients into prepared dishes. Distribution is geographically constrained to Bangkok plus selected zip codes in Samut Prakarn and Nonthaburi provinces, with same-day delivery within three hours and next-day delivery available Sunday through Thursday. Marketing is concentrated in organic social channels (Facebook, Instagram, Line), an email newsletter, and website content.

The business model rests on a partner-set pricing arrangement in which farmers and producers—not middlemen—establish their own prices, framing BAAN KERD as an alternative to conventional supply chains. Revenue is generated through one-time grocery product sales and café food service. The company is privately held as Homeland Life Co., Ltd., with no disclosed funding rounds, institutional investors, patents, or certifications, and operates with approximately 55 employees.

Name

HOMELAND

Legal name

Homeland Life Co., Ltd.

Website

https://homelandgrocer.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

HOMELAND (BAAN KERD) is a Bangkok-based conscious grocer that operates an e-commerce storefront and two cafés, selling 120+ organic produce, protein, and household items directly sourced from Thai small-scale farmers, fisherfolk, and makers to health-conscious urban consumers in the Bangkok metro area.

Ownership category

akta.pro rank

Product category

Organic Grocery Retail

NAICS

Other Specialty Food Retailers (44529), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Natural/Organic Food Co-ops & Community Natural Grocers (CRAHAEAJ)

akta.pro secondary industry

Food Co-ops with Online Ordering & Pickup/Delivery (CRAHALAH)

Keywords

• Organic grocery delivery
• Farm-to-table retail
• Online natural foods
• Conscious grocer
• Specialty food e-commerce

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grocery Product Sales: Online sales of organic and natural products from small-scale farmers, fisherfolk, and makers. Products include fresh produce, dairy, proteins, beverages, and household items. Pricing varies per product with unit-based pricing.
2. Café Food Service: Operates BAAN KERD Café at Sukhumvit 39 and Chidlom locations serving breakfast and brunch, translating partner ingredients into everyday menu items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

HOMELAND, doing business as BAAN KERD, operates a conscious grocery platform that sells organic and natural food products directly sourced from small-scale Thai farmers, fisherfolk, and makers via an e-commerce storefront with same-day and next-day home delivery in Bangkok. The company also operates two BAAN KERD Café locations (Sukhumvit 39 and Chidlom) serving breakfast and brunch menus built around partner-producer ingredients. Partner producers set their own prices, removing conventional middlemen from the supply chain.

Product overview

HOMELAND (BAAN KERD) operates as a conscious grocery platform combining an e-commerce store (Homelandgrocer.com) and physical café locations in Bangkok. The company connects customers directly with small-scale farmers, producers, and fisherfolk who set their own prices, emphasizing responsible production and consumption. The product offering includes organic produce, proteins, dairy, grains, and household items sourced from partner farmers across Thai provinces, delivered directly to customers. The business model prioritizes fair pricing for producers over conventional supply chain middlemen, supporting a sustainable and equitable food system.

Differentiator

Problem solved

Functional benefit

Brands

• BAAN KERD Café: Café brand serving breakfast and brunch, translating partner farmers' ingredients into everyday eats. Located at Sukhumvit 39 and Chidlom branches.

Products and services

• Online Grocery Store (Homelandgrocer.com / baankerdbkk.com)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Small-scale and Family FarmerscoreStrategic or Co-development PartnerDirect partnerships with small-scale and family farmers who set their own prices. Unlike conventional supply chains where middlemen set non-negotiable low prices, BAAN KERD enables farmers to earn profitable incomes through equitable partnerships.
• FisherfolkcoreStrategic or Co-development PartnerPartnerships with fisherfolk providing wild-caught seafood products including prawns, mackerel, blue crab, and giant tiger prawns.
• Community PartnerscoreStrategic or Co-development PartnerCommunity partners including Wungnamkiew, Ratchaburi, Nakhon Pathom, Korat farms and producers who supply organic produce, as well as artisans like Lob Baan (Granora Thai Rice Granola) and Clay House (handcrafted items).
• Lob BaancoreStrategic or Co-development PartnerProducer of homemade Granora Thai Rice Granola, available in Kimyong Nutty, Dark Chocolate, and Berry flavors.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Rimping Supermarket: Established upmarket supermarket chain in Thailand offering organic and imported groceries; a broader incumbent with wider assortment but less farm-direct storytelling.
• HappyFresh: Southeast Asian online grocery delivery platform operating across multiple markets with same-day delivery; broader scope and stronger funding than BAAN KERD but less organic specialization.
• RedMart: Singapore/SEA online grocery service (now part of Lazada) offering broad assortment delivery; competes for the same Bangkok-area online grocery wallet share as BAAN KERD.

Direct peers

• Lemon Farm: Thai organic and natural food supermarket chain with retail storefronts and online ordering, directly competing in the organic-conscious grocer category for Bangkok consumers.
• Freshket: Thailand-based B2B and B2C online platform delivering fresh produce from farms to restaurants and consumers, with similar farm-to-table sourcing and Bangkok delivery footprint.

Emerging players

• Thrive Market: US-based online organic and natural food retailer with mission-driven brand positioning analogous to BAAN KERD's 'conscious grocer' ethos, though operating at much larger scale.
• GoodFood Bangkok: Bangkok community-focused organic food retailer offering curated organic produce and household items through local distribution channels, comparable in mission-driven organic positioning.

Regional players

• SaladStop! Group: Singapore-based healthy food chain with regional Southeast Asian presence, comparable in combining curated healthy products with physical café-style retail touchpoints.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/homelandgrocer
• Instagraminstagram.com/baankerd.bkk
• LinkedInlinkedin.com/company/homeland-collective

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 HOMELAND