Bangkok: Supajee is revitalizing the "Chanthaburi Fruit Metropolis" project, updating it to align with the current context and encompassing production, marketing, processing, and infrastructure. Urgent measures to accommodate this year's expected 30% increase in durian production include expanding domestic and international markets, utilizing online channels and influencers to boost sales, and aiming to stabilize prices and ensure farmers' income throughout the year.
According to Thai News Agency, Deputy Prime Minister and Minister of Commerce, Supajee Suthamphan, stated that she is accelerating the study of a project to establish a comprehensive fruit management center in Chanthaburi province to improve the stability of Thai fruit prices. This project was previously approved by the Cabinet in 2005 and 2018.
Furthermore, the development of "Chanthaburi Fruit Metropolis" will not be limited to the central market but will also encompass processing and necessary infrastructure, especially cold storage facilities, to extend product shelf life, reduce price pressure, and increase the value of agricultural products, which currently have a relatively low proportion of processed goods.
For the Chanthaburi Fruit Metropolis project, an original project approved a long time ago, it is necessary to conduct a comprehensive re-examination of the entire system, including production, processing, water management, and infrastructure, before submitting it to the Cabinet for consideration.
Ms. Supajee reiterated that the government prioritizes the agricultural sector and aims to sustainably improve price stability and income. She clarified this to the Senate meeting in response to a question from Senator Yukol Chanawatpanya on this issue.
Ms. Supajee stated that the agricultural sector accounts for approximately 6% of GDP but employs over 30% of the workforce, reflecting a structural imbalance. Therefore, it is necessary to urgently upgrade the entire system, with operations covering the entire supply chain, from upstream to downstream.
At the upstream level, efforts will be integrated with the Ministry of Agriculture and Cooperatives to develop plant varieties, cultivated areas, and agricultural knowledge to meet market demands.
Meanwhile, in the midstream sector, stricter supervision will be implemented over fruit packing houses and purchasing establishments to ensure compliance with the law regarding quality, labor, and export standards. A field visit to Chanthaburi province on April 25th revealed that most operators were complying, and instructions have been given to rigorously investigate those who are not complying.
On the downstream side, efforts will be accelerated to expand markets to accommodate the increased production. In 2025, Thai durian exports are valued at over 140 billion baht, with approximately 70% of the production exported, and over 90% being fresh fruit exported to China. Meanwhile, in 2026, production is expected to increase by more than 30%, necessitating accelerated market diversification and efficient supply management.
Ms. Supajee added that the Ministry of Commerce has promoted 59 agricultural product wholesale markets in 36 provinces, including Chanthaburi, to increase sales channels and enhance the competitiveness of farmers, along with developing infrastructure in the area.
As for urgent measures this year, the focus will be on expanding export markets, especially the Chinese market, along with opening up new markets. Furthermore, the ministry will develop more efficient logistics and border checkpoints. Frontline teams from the Ministry of Commerce have already been deployed to the field.
Furthermore, the initiative will promote online commerce coupled with the use of influencer networks from both China and within the country. It will involve visiting orchards and packing houses to assist in marketing and selling Thai durian, as well as integrating with the Ministry of Labor to regulate labor in packing houses and promoting access to more effective market channels for farmers. The main goal is for farmers to be able to sell their products at fair prices, have stable incomes throughout the year, and achieve long-term price stability.