Thailand Upgrades Premium Fruit Into High-End Markets
Thailand's Department of Internal Trade partnered with The Mall Group and Gourmet Market to promote premium Thai fruits to quality-conscious urban consumers, officially launching the campaign September 8 to shift fruits from commodity produ
The Department of Internal Trade has partnered with The Mall Group and Gourmet Market to elevate Thai fruits into the premium market through the "Thai Helping Thai Plus: Quality Thai Fruits You Can Trust" campaign. The initiative connects farmers' produce to quality-conscious consumers while supporting seasonal sales promotions and lifestyle marketing efforts. The campaign officially launched on September 8, 2025 at 1981 Soul & Sold venue to drive awareness and consumption among urban and younger demographics.
Chantapat Panjamnanth, Deputy Director-General of the Department of Internal Trade, explained that the department prioritizes systematic cooperation with modern retail channels, linking farmer-produced fruits through agricultural distribution centers to retail networks serving diverse consumer bases. This ensures Thai fruits reach markets that match their quality and consumer preferences.
The partnership with The Mall Group and Gourmet Market focuses on the premium and lifestyle market segment by curating high-quality, fresh, safe Thai fruits with distinct regional characteristics for quality-conscious consumers. This shift elevates Thai fruits from seasonal agricultural products to value-added goods with clear market demand.
Chantapat noted that introducing Thai fruits to premium markets incentivizes farmers to develop higher quality and standards, as they can see clear market demand for their improved products at prices reflecting genuine value.
Gourmet Market's key strengths include its premium product curation and central lifestyle locations accessible to urban residents, modern families, high-income consumers, and tourists. This positions it as a vital channel for upgrading Thai fruit's premium image and expanding its role as daily produce, gifts, and a culinary experience showcasing Thailand's tropical fruit diversity.
The department also employed lifestyle marketing by featuring Teer-Wave (actors from the series "The Beetle and Me") at the campaign launch to connect younger consumers and engage fan communities in Thai fruit consumption as a lifestyle choice.
Chantapat emphasized that Thai fruits should compete on quality and value, not volume alone. Channeling grade-selected fruits through Gourmet Market helps consumers appreciate Thai fruit value while creating appropriate markets for quality farm products.
The Mall Group and Gourmet Market are running promotional activities throughout September 2025. From September 1–30, customers purchasing quality Thai fruits in the campaign for 500 baht or more per receipt receive a 100-baht coupon for use at Gourmet Market with purchases totaling 500 baht or more per receipt.
