Agriculture Ministry Ramps Up Thai Fruit Marketing Drive
Thailand's Agriculture Ministry is launching an aggressive marketing campaign to boost fruit sales toward an 860 billion baht target, connecting premium Thai produce directly to consumers while supporting farmer incomes through high-value m
The Ministry of Agriculture and Cooperatives is aggressively promoting Thai fruit to boost sales toward a target of 860 billion baht. Deputy Minister Piyarat Tiyapirat said the ministry is focusing on elevating Thai agricultural products to compete in high-value markets by creating marketing opportunities and delivering real income gains to farmers.
The goal is to give consumers direct access to high-quality fruit from Thai farmers while building confidence in product quality, standards, and identity—turning awareness into actual purchase decisions and real farmer income. Department of Agricultural Extension Director Anchalee Suwijittanan said the department is executing an aggressive program to promote premium Thai fruit in high-value markets. The initiative connects producers and consumers through consumer-focused promotional activities emphasizing premium and modern positioning, raising the profile of Thai fruit, enhancing standards, and adding value across all dimensions. The program also addresses distribution challenges that typically arise when harvests hit the market simultaneously.
The fruit promotion campaign targets increased agricultural productivity, distinctive product identity, and market-competitive quality—especially for various durian varieties—while reassuring consumers of high-quality agricultural goods. "This effort not only delivers concrete income gains to farmers, but integrates cooperation across sectors and builds confidence in the Thai agricultural brand, resulting in high-value farm products," Anchalee said. The 2025 Durian and Fruit Season Opening campaign runs from March to July, promoting seasonal fruit directly from growers to consumers' hands through five events at the Department of Agricultural Extension and Thai Market, featuring durian, mangosteen, rambutan, longan, pineapple, aromatic coconut, guava, jackfruit, rose apple, pomelo, and custard apple.
Initial results show combined sales of 92,646.80 kilograms valued at 861,478 baht across departmental and market venues, demonstrating strong consumer response. The Department of Agricultural Extension will continue developing agricultural promotion activities, focusing on elevating the image of Thai fruit, building product narratives and identity, expanding market channels, and connecting producers with consumers to increase the value of Thai agricultural products, secure farmer income, and sustainably drive Thai farm goods into high-value markets.
