Thailand Unveils Fruit Export Strategy, Targeting 330 Billion Baht and Premiumization

The Department of International Trade Promotion (DITP) of Thailand has unveiled its export strategy for Thai fruits, setting a target of 330 billion baht for 2024. The plan places particular emphasis on premiumizing durian and aims to increase its export volume. This strategy is designed to address rising production volumes and intensifying global competition by focusing on new market development, value addition, and export sophistication. The 2024 target aims for a total export value of fresh and processed fruits to reach 330 billion baht, a 5% increase from the previous year. In 2023, fresh fruit exports were valued at approximately 192.5 billion baht. The DITP aims to achieve this goal through market expansion, sales promotion activities both domestically and internationally, online and offline marketing, and enhanced logistics management. One of the key strategies is to accelerate entry into new markets, in addition to existing ones such as China, Taiwan, Japan, Vietnam, and the United Arab Emirates (UAE). For the Chinese market, efforts will be made to streamline logistics and facilitate exports by negotiating extended operating hours at border checkpoints with Vietnam and China. Furthermore, the strategy involves leveraging China's live commerce platforms and collaborating with influencers (KOLs) to reach younger consumers. Durian remains a fruit of significant focus for 2024, with domestic production expected to increase by 33% to around 2.07 million tons. The DITP plans to expand market access to 11 secondary cities in China with growing purchasing power, in addition to major cities, setting an export target of 1 million tons for durian. Moreover, to establish a strong international brand image for Thai fruits, a unified concept of "THAILAND: THE LAND OF TROPICAL FRUITS" will be promoted globally. This includes business matching events, participation in international trade fairs, promotional activities in key cities, and sales promotion through online platforms. The DITP is also advancing the "THINK THAILAND : NEXT LEVEL" campaign, which aims to enhance the quality and added value of Thai products and services. Thai fruits are designated as a strategic commodity under this initiative, with the goal of fostering their growth as competitive, high-value premium products in the global market. Entrepreneurs interested in participating in DITP's programs can find more details on the website www.ditp.go.th, Facebook: Department of International Trade Promotion DITP, LINE Official @DITP, or the hotline 1169. International trade opportunities can also be followed on https://thinkthailand.ditp.go.th, WWW.THAITRADE.COM, and https://nea.ditp.go.th. Information Source: INN News