Suphajee Clarifies Durian Promotion Drama: 100 Baht per Fruit is PrimePie's Technique, Not Commerce Ministry Matter
Thailand's Commerce Minister clarified that a 100-baht-per-durian promotion by PrimePie is the company's own marketing technique, not a government subsidy, as the nation tackles a record 33% surge in durian production this year.
At 9:40 AM on April 28, 2025 at Government House, Deputy Prime Minister and Commerce Minister Suphajee Suthummaphan addressed the durian drama, emphasizing that this year's production is 33% higher than last year at over 2 million tons. She stressed the need for aggressive marketing strategy to prevent price crashes, noting that addressing the problem only at the end stage would be ineffective.
She outlined a dual-track approach: international markets through the Department of International Trade Promotion, focusing on eastern markets while expanding western ones; and domestic markets through multiple channels including modern retail and live commerce platforms. The strategy involves collaborating with multiple influencers to deliver products directly to consumers. On April 25, she visited Chanthaburi province to promote the initiative and observe orchard production firsthand with influencer participation.
Regarding the PrimePie live-stream promotion of one million durians at 100 baht each on April 28, Suphajee clarified this is PrimePie's promotional technique with specific conditions to be announced, unrelated to the Commerce Ministry's oversight role. She confirmed all farmers receive equal treatment with prices following market mechanisms, not government subsidies.
When asked if the controversy stemmed from unclear communication, she stated the issue belongs to PrimePie's pricing announcement. The Commerce Ministry focuses on quality and price monitoring. She urged the public to wait for the full promotion details, noting the intense public interest and government scrutiny makes fraudulent practices unlikely.
Suphajee emphasized that visiting orchards boosts farmer morale and educates about live-streaming capabilities, enabling direct farm-to-consumer product distribution. Regarding opposition claims of overcapplying support, she explained the government implemented a marketing plan following market mechanisms for at least three months. Since this year's supply is high, traditional marketing alone would fail; therefore marketing lower-grade quality durians, which remain good quality, becomes necessary.
Concerning upstream problem-solving, she told parliament yesterday that long-term solutions extend beyond market mechanisms to include product processing. Processing helps manage excess production, reduce price drops, and improve quality standards. Marketing strategy thus focuses not solely on fresh fruit sales.
Suphajee added that the Commerce Ministry similarly manages marketing plans for other fruits like mangosteen and rambutan.
