Thailand Launches Major Drive to Distribute Southern Fruits
Thailand's Commerce Ministry has launched a major initiative to distribute southern fruits—durian, mangosteen, and longong—through agricultural market hubs and modern retail chains. The program aims to absorb at least 10,000 tonnes of produce arriving in August, preventing price crashes caused by oversupply while boosting farmer incomes and consumer access to quality Thai fruits.
The Interior Trade Department under the Commerce Ministry is stepping up fruit management for 2025 by partnering with agricultural market hubs to speed up distribution of southern fruits, especially durian, mangosteen, and longong coming to market in August. The department is coordinating with modern retail chains to add sales channels and boost consumption, targeting absorption of at least 10,000 tonnes while reducing the risk of oversupply and price crashes.
Chanthapath Panjamanon, Deputy Director-General of the Interior Trade Department, explained that large volumes of southern fruits are set to arrive in August, and if they all hit the market at once, oversupply and price pressure could result. The department is therefore using three agricultural market hubs—Thai Market, Four Corners Market, and Emerald Market—as key mechanisms to collect, link, and distribute produce from farms to market. This is paired with partnerships involving six modern retail networks: Makro, Lotus, Big C, GO Wholesale, Tops, and The Mall, covering over 200 branches nationwide.
The campaign operates under the concept "Thailand: The Land of Tropical Fruits" and the initiative "Thai Helping Thai Plus: Delicious, Confident Thai Quality Fruits" to drive consumption and build consumer confidence. The department is also running influencer and celebrity promotions, live streaming across online platforms, and organizing a caravan to deliver southern fruits to Bangkok, surrounding areas, and other provinces.
The operation targets moving at least 10,000 tonnes of southern fruit through expanded market channels and consumption stimulus, with market hubs as the primary mechanism linking farmer output to buyers. Around 5,000 tonnes are expected to move through promotion and sales activities, while another 5,000 tonnes should come from sustained demand creation and broader consumer engagement. Consumers can support Thai farmers by purchasing quality Thai fruits from now through September 2025 at the three agricultural market hubs and over 200 partner retail branches nationwide.