Bangkok: Meat lovers shouldn't miss the "Thai Beef FESTIVAL," aimed at expanding the Thai beef market, connecting business groups, and stimulating consumption. The Department of Internal Trade is confident that the quality, tenderness, aroma, and unique taste of "Thai beef" will create market opportunities, increase income, and enhance the competitiveness of Thai farmers and entrepreneurs.

According to Thai News Agency, Mr. Witiyakorn Maneenet, Director-General of the Department of Internal Trade, revealed after opening the "Thai Beef FESTIVAL" event, held from August 28-30, 2026, at the activity area in front of The Street Ratchada shopping mall in Bangkok, that the event aims to connect farmers, farmer groups, and community enterprises producing quality Thai beef with potential entrepreneurs. Simultaneously, it seeks to promote public awareness and encourage the consumption of Thai beef, expanding sales channels, increasing product value, and creating sustainable income for beef cattle farmers.

This initiative provides an opportunity for business matching between 20 producers of high-quality Thai beef from across the country and entrepreneurs from eight leading business sectors: airlines, hotels, restaurants, wholesalers/retailers, food processing plants, cooking schools, food ingredient distributors, and beef retailers. This aims to create another marketing channel for beef farmers, generating market opportunities and elevating the image of Thai beef to gain wider acceptance.

Mr. Witiyakorn stated that Thai farmers and entrepreneurs have continuously developed cattle breeds, animal feed, and farming processes, resulting in significantly improved quality of Thai beef. This includes increased tenderness, marbling, aroma, and unique flavor. Furthermore, high standards of production and farm management enable the production to meet the demands of various market segments, from general markets and restaurants to premium beef markets.

For 2026, beef production is expected to reach approximately 1.14 million head, a 3% increase from the previous year, or about 0.192 million tons of beef. The Department of Internal Trade therefore prioritizes stimulating domestic consumption and expanding marketing channels to ensure the production is adequately received. This aims to build consumer confidence in the quality of Thai beef, its versatility in cooking, and its ability to compete with imported products.

'This year, we aim to connect the Thai beef market from upstream to downstream, creating market opportunities, enhancing its image, and increasing income for farmers and entrepreneurs. The Department is confident that the quality, tenderness, aroma, and unique flavor of Thai beef will stimulate consumption, reduce reliance on imports, and increase competitiveness. We invite all interested parties to experience 'the true taste of Thai beef'.'

The 'Thai Beef FESTIVAL' offers the public the opportunity to purchase and sample various high-quality Thai beef products from different breeds, such as Thai Wagyu, Angus crossbreeds, and Charolais. Products made from Thai beef will also be available, including sun-dried beef, beef sausages, beef northern Thai sausage, and other delicious dishes. Special activities will include free beef tasting, ongoing discounts throughout the event, and periodic 'Golden Hour' deals. The event will take place from August 28-30, 2026, at the activity area in front of The Street Ratchada shopping center, from 4:00 PM to 10:00 PM.