Thailand Enhances Fruit Export Efforts with Live Selling Strategy

To enhance fruit exports and support local farmers, Thailand is launching an innovative live selling campaign led by Supajee Suthamphan. This initiative targets increased market demand just before the seasonal influx of fruits.

The strategy emphasizes pre-sales of fruits, particularly durian, through online channels, promoting efficient supply management and preventing drastic price drops associated with large harvests. The government is keen on guaranteeing a steady flow of produce from growers to retail markets.

Starting in mid-May, eastern Thailand anticipates a surge in durian availability, alongside other seasonal fruits. By generating early demand, the government aspires to mitigate oversupply risks and stabilize farmers' prices.

In 2025, Thai fruit exports reached over two million tons, valued at an impressive 171 billion baht, notably to markets like China, Malaysia, and Indonesia.

The first quarter of 2026 saw even more pronounced export growth, particularly in fresh fruit, highlighting the robust global appetite for Thai produce.

To broaden international access, the government has organized business matching events linking Thai exporters with potential foreign buyers, fostering significant trade relationships and new opportunities for local producers.

Logistics improvements are also a top priority, with officials assessing key border crossings and trade routes to ensure swift transport of fruits to major markets, including China.

Numerous promotional initiatives are planned, both online and offline, with participation in major international trade events and organized fruit promotions in various cities, especially targeting the Chinese market—the primary destination for Thai fruits.

Thai fruits will also be showcased on global platforms like Amazon and Rakuten, facilitating wider customer reach and enhanced international visibility.

Through these coordinated efforts, the Thai government targets a five percent increase in fruit export value this year, aiming for a total of 179 billion baht. This plan is projected to stabilize farmer incomes and strengthen global market positions.