Bangkok: The Thai Chamber of Commerce and the Department of Internal Trade are joining forces to promote Eastern Thailand's fruits as part of a comprehensive initiative to establish it as the "Tropical Fruit Metropolis." The collaboration focuses on transforming the region into a hub for tropical fruits, improving quality, expanding markets, and ensuring sustainable price stability.
According to Thai News Agency, the AFC Center of the Thai Chamber of Commerce, in conjunction with the Department of Internal Trade and the Eastern Thailand Chamber of Commerce network, is spearheading a comprehensive management plan for the fruit industry by 2026. The initiative aims to turn Thailand into "Thailand: The Land of Tropical Fruits." The strategy includes purchasing over 92,000 tons of fruit by 2025, valued at more than 5.2 billion baht, to stabilize prices and upgrade the fruit management system.
The Agricultural and Food Coordination Center (AFC) has been actively engaging in efforts to manage fruit commodities in 2026, with a focus on cooperation between public and private sectors. Recent visits to Chanthaburi province highlight the goal of enhancing the Thai fruit management system and achieving price stability over the long term.
Mr. Wibul Supakrapongkul, Vice Chairman of the Thai Chamber of Commerce and Chairman of the AFC Executive Committee, emphasized the priority of addressing fruit oversupply and low prices through collaboration with 32 organizations under the AFC. The 2026 operations will adhere to the concept of "Thailand: The Land of Tropical Fruits," focusing on integrated supply chain development from production to market expansion.
The AFC centers and their nationwide network will play a critical role in connecting markets, distributing products, and supporting governmental policies. These centers will act as liaisons between public and private sectors to ensure agricultural commodity stability, enhance the value of Thai fruits, and create stable income for farmers. The ultimate goal is to position Thailand as a high-value agricultural production hub and a sustainable "Tropical Fruit Capital."
In 2025, the AFC center significantly contributed to purchasing over 92,000 tons of produce, valued at over 5.2 billion baht. Since its inception, the center has absorbed more than 310,000 tons of produce, valued at over 19 billion baht, serving as a vital "central mechanism" connecting networks.
Mr. Ukrit Wongthongsalee, President of the Chanthaburi Chamber of Commerce, elaborated on the Eastern region's comprehensive marketing plan, particularly in Chanthaburi province, the country's fruit hub. The plan covers both domestic and international markets, focusing on expanding channels through Modern Trade, promoting Geographical Indication (GI) products, and stimulating seasonal consumption. For international markets, efforts are aimed at elevating Thai fruits like durian to a premium level through branding, storytelling, and improved safety standards to bolster global market confidence.