Poor and inconsistent quality is a major barrier to increasing produce consumption, and the lack of shelf-life after purchase is the quality issue at retail displays of produce. This research aimed to investigate and identify cooling techniques, namely vacuum cooling and package icing used in supply chains, and any resulting extension of broccoli shelf-life, maintenance of physicochemical quality, and delay in microbial growth at retail stores. Broccoli (Brassica oleracea var. italica cv. Montop) sustainably grown in the highlands of northern Thailand, Chiang Mai Province, under the Royal Project Foundation was experimented on vacuum cooling and package icing were selected to precool broccoli to 4 ± 1 °C. The effects of vacuum cooling using a final pressure of 0.6 kPa for 30 min and package icing using liner Styrofoam boxes (the best ratio of broccoli to crushed ice was 1:1 w/w) on physicochemical qualities, microbial growth, and shelf-life in simulated refrigerated retail displays were examined. The results illustrated that the shelf-life and quality of broccoli could be extended using both vacuum cooling and package icing. Both precooling techniques inhibited the yellowing of florets, provided high sensory scores, delayed microbial growth, and could be able to extend the shelf-life of broccoli. However, package icing offered greater potential for maintaining quality, especially retaining bioactive compounds, and extending shelf-life, thereby increasing the produce market window from 5 to 12 days at 8 ± 1 °C with 85% RH. Therefore, package icing was recommended in the supply chain for fresh broccoli cv. Montop grown in northern Thailand.