Our Story
Built on Quality. Backed by Experience. Since 1972. For over 50 years, Associates By Choice has been supplying Thailand’s hotels, restaurants, and food businesses with premium ingredients. It started with one man, one car, and a simple idea. Do it properly.
Founding Story
Where It All Began
In 1972, Australian entrepreneur Bob Coombes saw a problem.
Imported meats were arriving in Thailand through Singapore and Hong Kong, losing freshness along the way.
So he changed it.
Bob began importing directly from Australia, personally collecting shipments from the airport and delivering them to hotels himself.
That decision didn’t just improve quality.
It set a new standard for the industry.
Growth and Scale
From One Delivery to Nationwide Supply
What started as a one-man operation has grown into one of Thailand’s most trusted food suppliers.
Today, Associates By Choice serves hotels, restaurants, and food businesses across the country with:
Premium imported products
Reliable nationwide logistics
Consistent quality, every time
Still built on the same principles from day one.
Our Journey
1972
Choice Foods Founded By Bob Coombes
Choice Foods founded by Bob Coombes. Thailand’s first direct food import business
Today
Trusted Partner
A trusted partner to the Thailand's leading hospitality and food businesses
Tomorrow
A legacy
Continuing to raise the standard...
Our Values
Quality
When it comes to quality, the proof really is in the eating. The moment a customer puts down his fork and reflects on the meal is the moment of truth, not only for the chef, but for the meal is the moment of truth, not only for the chef, but for on your plate.
At Associates By Choice, only the best will do. Our search for the finest quality produce begins with meeting every supplier personally. We thoroughly check their prduction techniques, accreditation and business practices. Only if a producer’s philosophy matches up to our own standards do we represent their interests in Thailand.
Service
The amount of time you’ve been in business says a lot about your business. Many of our competitors have come and gone, but at Associates By Choice, we’ve always been in it for the long haul, and hauling is something we know a thing or two about.
Since the day we began, Associates By Choice has been committed to providing superior customer service–ensuring the freshest possible producing is delievered to our customers in the fastest possible time. In fact, Associates By Choice was the first company to have refrigerated vehicles in Thailand.
Today, all of our produce is airlifted directly into the country where it is distributed with our world-leading fleet of thermo-controlled trucks and new express scooters.
Integrity
At Associates By Choice, we only import products of the highest available quality, always from reputable sources. Every piece of meat is certified, ensuring you always get what you paid for, and always at the right price. If Associates By Choice stocks it, you can trust it.
And it’s the same for the way we conduct our business. Our only concern is what goes on the table, not what goes under it.
Value
We believe it’s possible to run a profitable business without resorting to profiteering. If a product is in high demand, we import more. We operate on fair margins, and when there are savings, we pass them on to you.
This honest, simple approach to pricing has seen us become the price setter for the entire industry.
Associates By
Choice
Thailand's premier purveyor of fine foods. Delivering excellence to hotels, restaurants, and retail since 1972.
Contact Us
1 Soi Pridi Phanomyong 37,Klongtan-Nua Sub-District, Vadhana District, Bangkok 10110, Thailand
+662 381 9240-42
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