Thailand Promotes Premium Fruit Brand With Tops Supermarket
Thailand's trade ministry is partnering with Tops supermarket to promote premium domestic fruit to urban and younger consumers through a campaign featuring popular personalities, with special promotions running across 172 stores nationwide.
The Department of Internal Trade under the Ministry of Commerce is accelerating its sustainable fruit management strategy by partnering with Tops supermarket, part of Central Retail, which operates more than 760 branches nationwide. The initiative upgrades the image of fresh Thai fruit by selecting premium-quality produce sourced directly from farms across Thailand and delivering it to urban consumers and younger demographics. The campaign, called "Thai Helps Thai Plus: Delicious and Confident Thai Quality Fruit," features popular personalities Latte and Kim at its launch.
Chantat Panjaman, Deputy Director-General of the Department of Internal Trade, explained that this collaboration represents proactive work to generate consumer demand in advance, rather than waiting for harvest and then searching for markets. Tops has previously partnered with the department to link agricultural sales through trading agreements for green oranges, bananas, mangosteens, longans, durian, and lychee, creating stable markets to support farmers long-term.
The campaign highlights Tops' "Every Day Discovery" concept, positioning the retailer as a quality goods hub with modern atmosphere and convenient access for families, working professionals, and younger consumers. Thai fruit is presented in accessible formats that elevate its image as a quality product for everyday consumption, not merely a seasonal item.
The department has also adjusted its communication strategy to reach younger consumers by enlisting popular artists Latte and Kim to drive fan engagement and channel fan enthusiasm into demand for Thai fruit consumption. Activities and special promotions will run across over 172 Tops and Tops Food Hall branches (excluding Tops Deli). A "Lucky Seat Fan Meet with Latte & Kim" promotion offers one of 30 lucky shoppers who spend 499 baht or more on participating Thai fruit a chance to meet the celebrities on September 9, 2025, at the Ratsadornpattana branch. A "Fresh Value Gift Voucher" promotion gives a 50-baht voucher to customers who spend 200 baht or more on participating fruit between September 9–13, 2025, at six partner locations: Sena Ruam, Westgate, Fashion Island, Rama III, Rangsit, and Ratsadornpattana.
"Our long-term goal is to manage Thai fruit comprehensively from production to consumer, ensuring farmers produce goods with clear market support, creating value through quality and diversity, with modern retailers and younger consumers driving the movement to make Thai fruit an everyday choice for everyone," Chantat concluded.
