Economy
Department of Internal Trade Partners with Tops to Promote Premium Thai Fruit
The Thai Department of Internal Trade has launched a new campaign with Tops supermarkets to boost the market for high-quality local fruits.
The Department of Internal Trade (DIT), under the Ministry of Commerce, has announced a strategic partnership with Tops, a retail chain under Central Retail, to promote premium Thai fruit across more than 760 locations nationwide. The initiative, titled "Thai Helps Thai Plus: Delicious and Confident with Quality Thai Fruit," aims to proactively manage fruit distribution by creating consumer demand before harvest seasons peak.
According to DIT Deputy Director-General Chanatpat Panjamanon, this collaboration builds on existing efforts to connect farmers directly with retail markets. By featuring a variety of seasonal produce—such as tangerines, bananas, mangosteens, longkong, durians, and lychees—the program seeks to provide long-term market stability for local agricultural producers. The campaign features influencers "Latte" and "Kim" to appeal to younger demographics and urban consumers.
For residents and travelers, this initiative means that premium-grade local fruits will be more prominently featured and easily accessible at Tops stores. The campaign aligns with the retailer's "Every Day DISCOVERY" concept, emphasizing convenience and quality. While the partnership aims to secure stable demand for farmers, it remains to be seen how this proactive marketing strategy will influence retail pricing and the long-term availability of specific seasonal varieties throughout the year.
