Thai Commerce Ministry Boosts Fruit Consumption

Extensive cooperation aims to support local farmers and address market challenges.

The Ministry of Commerce is joining forces with the AFC Center, the Thai Chamber of Commerce, and several retail giants to launch the “Thai Fruits Festival 2025.” This initiative seeks to promote the consumption and distribution of Thai fruits nationwide.

Extensive Collaboration

Spearheaded by the Department of Internal Trade, the festival includes participation from Big C Supercenter Co., Ltd., Central Food Hollyzel Co., Ltd., CPETAP, and The Mall Group Co., Ltd. Together, they aim to support Thai farmers amid ongoing market hurdles.

According to **Mr. Sacrament Manee Net**, Director-General of the Department of Internal Trade, the 2025 fruit management measures have already moved 10,000 tons of fruits like mangoes, longan, rambutan, and durian.

The “Thai Fruits Festival 2025” includes a fruit consumption campaign, engaging retail and wholesale partners like Tops, Big C, Lotus Go-Holzel, and others across 2,500 locations.

Widespread Support Initiatives

Super Sip Mall is backing the heir club, alongside wholesale and retail efforts. This campaign collaborates with Thai markets (Thai Market Sri Mueang Market, Four Mum Market) and associations (Kilin Market, Bang Phli Market), plus 4 fuel stations (PT PTT, Susco) across 1,097 branches in the Bangkok area, distributing 2,000 tons of fruit.

Additionally, blue flag fruit sales are facilitated via mobile commercial cars at 30 points around Bangkok.

Government bodies, state enterprises, banks, listed companies, and large corporations are also contributing through pre-orders and CSR activities to purchase quality produce.

Orders have reached 500 tons, with expanded distribution channels via partnerships like the turtle flying turtle with Fort Wending Co., Ltd., purchasing 1,000 tons of mango, longan, lychee, and chompoo.

Thai Air Asia Public Company Limited is incorporating these fruits (longan, mangosteen, pineapple) into in-flight menus, buying 1,000 tons. Furthermore, the “DIT fruit packaging” initiative with Thai Post provides postal boxes and plastic baskets for 3,000 tons of fruit.

Chamber’s Perspective

**Dr. Potaram Wattananon**, Chairman of the Thai Chamber of Commerce, emphasized the importance of agriculture and food in enhancing the nation’s competitiveness. Thailand’s potential in agricultural production and exports makes it a key economic driver.

Amidst international trade tensions like the US tariff policy, the Thai Chamber is addressing challenges such as durian export issues to China. This includes collaboration on export standards and discussions with the Chinese ambassador to ensure confidence in Thai durian.

The Agriculture and Food Coordination and Public Relations Center (AFC) acts as a crucial mechanism for communication and problem-solving within the agricultural sector. In 2024, the AFC network facilitated the purchase of 218,356 tons of products from farmers, valued at 14,172 million baht.

According to a recent report, fruit exports contributed significantly to Thailand’s agricultural revenue, with durian exports alone reaching billions of dollars annually (IndexBox 2024).

Looking Ahead

Ultimately, the partnership between the AFC Center, the Thai Chamber of Commerce, the Department of Internal Trade, and retail malls will bolster the “Thai Fruits Festival 2025.” Efforts include planning to purchase over 40,000 tons of longan from farmers during peak season.

The initiative aims to promote quality Thai fruits to consumers nationwide and address issues related to low prices and oversupply, reinforcing support for Thai agriculture.