Bangkok: Durian for 100 baht? It's real! The Commerce Ministry reveals it's an influencer marketing strategy to help farmers sell their durian.
According to Thai News Agency, the Ministry of Commerce clarified that a famous influencer's campaign to sell durian at 100 baht per fruit is part of a promotional effort to boost domestic consumption of smaller, lower-grade durians. These are not export-grade durians, but their taste is standard, aiming to offer Thai consumers quality durians at an affordable price.
Mr. Kornnit Nonchui, Deputy Spokesperson of the Ministry of Commerce, stated that the initiative is part of a broader strategy to expand distribution channels for Thai fruits. By engaging influencers in Live Commerce, the Ministry aims to provide farmers with direct access to consumers, thereby increasing market opportunities. This approach is designed to align with modern consumer behavior, which values convenience and transparency, by facilitating rapid distribution and wider market reach.
The Ministry of Commerce is committed to ensuring that farmers can bring their produce to market at fair prices while enabling consumers to access high-quality durian. The strategy involves influencers selling directly from orchards, selecting, and harvesting quality durians, which are then delivered fresh to consumers.
Additionally, the campaign includes efforts to build confidence in the quality of Thai products, coupled with transferring knowledge in online sales and digital market access to farmers. This empowers them to develop their own sales channels, supporting the creation of a strong market system that involves various sectors in promoting Thai agricultural products.
The Ministry's recent field survey found durian prices averaging 140-150 baht per kilogram, aligning with market mechanisms. The special promotion by the influencer, known as "Pimrypie," aims to distribute lower-grade durians to a broader audience, creating a market for them and allowing farmers to sell these durians at a higher price. These domestically sold durians are ripe and of good quality, though perhaps not aesthetically perfect, making them suitable for small families.
The Ministry of Commerce plans to continue monitoring price and production levels, implementing measures to maintain market balance and ensure price stability, thus fostering confidence among farmers, businesses, and the general public.