2025 Game Changer: Vincent Kitirattragarn, Sappan LLC
The private label segment maintained its momentum in 2024 as sales across a host of food and non-food categories continued its multi-year growth streak.
A larger number of consumers in the U.S. have grown accustomed to retail brands that offer quality and value, and more affordable selections than many national brand products. Now, the pressure has been ramped up for retailers and product suppliers to exceed the high bar they have set as they continue developing unique new products.
The honorees featured in Store Brands 2005 Game Changer show the broad selection of ideas that are being implemented by major retailers and product suppliers across the industry. The items are giving shoppers additional choices and allowing retailers to carry products not found elsewhere.
Vincent Kitirattragarn
CEO, Sappan LLC
For many store brand buyers, sourcing food and beverage products from Asia can be a complex and time-consuming process. Managing relationships with multiple manufacturers, navigating international logistics, and ensuring quality compliance all present significant challenges.
Vincent Kitirattragarn, CEO of Sappan LLC, recognized these inefficiencies and pioneered a new business model to simplify and optimize the store brand supply chain.
Sappan operates as a one-stop shop strategic sourcing partner, consolidating the sourcing needs of store brand buyers. Rather than working with a multitude of manufacturers and importers, buyers can rely on Sappan as a single point of contact for all their Asian food and beverage product needs. The company manages everything from product sourcing and pricing negotiations to logistics, warehousing, and quality certifications such as BRC, ISO, HACCP, and FSSC.
A differentiator of Sappan’s model is its financial support for manufacturers and buyers. Kitirattragarn understands the cash flow challenges that often hinder food import businesses. By structuring financial solutions that enable manufacturers to scale production while ensuring stable supply for retailers, Sappan bridges a crucial gap in the industry.
“Our model was born out of a deep understanding of the inefficiencies and financial obstacles in the food import industry,” said Kitirattragarn. “We streamline procurement, optimize financial flows, and ultimately drive growth for both buyers and manufacturers.”
Retailers working with Sappan gain access to a vast array of food and beverage products from Asia, including dried tropical fruits (such as mango, pineapple, and jackfruit), coconut products (water, milk, oil, sugar), various types of rice, and frozen seafood like shrimp and squid.