Economy
Department of Internal Trade Partners with The Mall Group to Elevate Thai Fruit
The Thai government is collaborating with The Mall Group to introduce premium-grade local fruits to urban consumers through a new marketing campaign.
On September 8, 2026, the Department of Internal Trade (DIT) under the Ministry of Commerce launched the 'Thai Chuay Thai Plus' campaign in partnership with The Mall Group and Gourmet Market. The initiative aims to transition Thai fruit distribution from basic retail to a premium market model, focusing on value creation and strict quality grading directly from farms.
According to DIT Deputy Director-General Chanthaphat Panjamanon, the program seeks to connect agricultural produce with urban consumers and younger demographics by integrating lifestyle marketing with high-quality supply chains. By utilizing the retail network of The Mall Group, the DIT intends to ensure that premium-grade fruits reach consumers who prioritize quality, while simultaneously supporting farmers through structured distribution channels.
For residents and travelers, this initiative may result in a more consistent availability of high-quality, farm-selected Thai fruits within premium supermarket settings. It represents a shift toward branding local produce as a lifestyle product rather than a commodity. While the campaign is currently active, it remains to be seen how long these specific premium offerings will be maintained across all Gourmet Market locations and whether this model will be expanded to other retail chains in the future.
