Commerce Ministry Launches Campaign to Boost Domestic Durian Consumption, Aiming to Support Prices at Start of Season
Thailand's Commerce Ministry launched a campaign to boost domestic durian consumption by 500,000 tons, aiming to stabilize prices as harvests surge this season with production expected 33% higher than previous years. Major retailers includi
The Commerce Ministry and CP Axtra have launched the 'Thailand: The Land of Tropical Fruits' campaign to support domestic durian consumption of 500,000 tons and stabilize prices before large harvests reach the market. Director-General Witthayakorn Maneenat of the Internal Trade Department announced that this year's fruit production, especially durians, is expected to increase substantially, with total output projected to exceed 2 million tons—approximately 33 percent higher than previous years. The ministry is working with all sectors including wholesale and retail chains, central markets, fresh markets, online platforms, and private businesses to accelerate product distribution and create sales channels for farmers from the beginning of the season.
Maneenat explained that the Internal Trade Department is pursuing an aggressive marketing strategy, refusing to wait for oversupply to drive down prices. The department is continuously organizing consumption promotion activities with a target to support sales of over 500,000 tons this year to help stabilize prices and boost purchasing power in the market. Positive signals are already emerging, with durian prices rising an average of 5-10 baht per kilogram last week, currently ranging from 145-155 baht per kilogram.
'This is a golden year for farmers and consumers who can access quality fruit at reasonable prices, especially durians which are extremely popular right now,' Maneenat said. 'Whether large or small, all durians entering the market are guaranteed quality with good flesh and excellent taste. We need to quickly build awareness and give both Thai people and foreign tourists the opportunity to taste high-quality durians from Thai orchards.'
The Commerce Ministry is also preparing to promote Thai fruits in major tourist areas under the 'Thailand: The Land of Tropical Fruits' concept to communicate with both Thai and international visitors and tourists, while positioning Thailand as a world-class destination for premium tropical fruits.
Siripon Detsing, Chief Executive Officer of CP Axtra's Sustainability and Corporate Communications Division, stated that Makro and Lotus are ready to act as intermediaries connecting farmers and consumers. This year, the retailers target a threefold increase in durian purchases from farmers, up from approximately 22,000 tons last year, and around 30,000 tons when including all fruits, helping to distribute products and expand market channels for Thai farmers.
Makro and Lotus have also organized the 'Let's Dorian' event, featuring all-you-can-eat durian and Eastern region fruit buffets delivered directly from farmers' orchards. The event includes a quality guarantee service with professional selection, cutting, weighing, and peeling, assuring delicious and sweet fruit at 599 baht per person, plus special privileges at Makro-Lotus stores nationwide.
CP Axtra has also partnered with the Internal Trade Department to facilitate fruit trade through a contract market using the department's standardized contract agreement, with purchase commitments exceeding 2,110 tons valued at over 70 million baht from October 2025 to April 2026. The agreement covers a diverse range of fruits and agricultural products including sweet lime, bananas, avocados, guavas, mangoes, lettuce, pomelos, watermelons, dragon fruits, pumpkins, red onions, garlic, longans, lychees, mangosteens, loganberries, rambutans, and papayas.
'Today, Makro and Lotus serve as a bridge between farmers and consumers. We want our over 30 million members nationwide to consume high-quality fruits and durians from Thai orchards, while helping expand distribution channels so farmers can access larger markets,' Siripon said.
