A durian farm owner has shifted strategy by bringing 'Monthong' durians from Chanthaburi to sell directly to the community near Prasatsit Temple in Ratchaburi after durian prices dropped to around 30-40 baht per kilogram, assuring quality on every fruit.
On 24 July 2026, reporters observed a lively atmosphere at Prasatsit Temple, also known as 'Lak Ha Temple,' in Prasatsit Subdistrict, Damnoen Saduak District, Ratchaburi Province. Jae Khwan Jai Durian Farm, with over 800 rai in Chanthaburi, brought high-quality Monthong durians to sell directly to the public without middlemen, attracting many buyers seeking quality durians at affordable prices.
Mr. Boonlert Yosyong, the farm owner, explained that with durian prices falling to about 30-40 baht per kilogram, selling through warehouses or middlemen barely covers costs including fertilizer, medicine, and farm maintenance. Therefore, he shifted strategy to sell directly to consumers in various communities to increase farmers' income while allowing consumers to buy quality durians at reasonable prices.
Previously, he rented space in department stores to sell durians, but high rental and management fees led him to switch to setting up booths in communities for 2-3 days each. He aims to avoid affecting local vendors while providing consumers access to fresh durians directly from the farm.
The event featured promotions to attract customers, selling durians at 49 baht each in the morning with a limit of about 500 units, then returning to the normal price of 88 baht per kilogram. Buying three durians reduces the price to 85 baht per kilogram. Additionally, special activities offered free durians to seniors aged 70 and above and two free durians to pregnant women, bringing smiles and satisfaction to attendees.
Mr. Boonlert confirmed that every durian is quality guaranteed, harvested ripe from the farm. If buyers receive durians that ripen poorly or are inedible, they can exchange them immediately with no conditions. Transporting over 10 tons of durians each time results in minimal damage due to careful selection and quality control.
Currently, besides his own farm's produce, he also buys durians from relatives' farms and nearby farmers at prices higher than warehouses to help farmers have fair selling channels, benefiting both producers and consumers. He plans to continue selling in various areas until the season's supply runs out.