The Ministry of Commerce is preparing to revisit and study the 'Chanthaburi Fruit Metropolis' project anew to align with current contexts. The goal is comprehensive fruit management from production to distribution, focusing on processing and expanding export markets to accommodate a durian harvest in 2026 expected to rise by over 30%, aiming to stabilize prices and ensure sustainable income for farmers.
On 27 April 2026, Mrs. Supachai Suthamphan, Deputy Prime Minister and Minister of Commerce, explained to the Senate the progress of establishing the comprehensive fruit management center for Chanthaburi. She stated the government prioritizes the agricultural sector, which employs over 30% of the workforce but contributes only 6% to GDP, highlighting structural issues that require urgent resolution.
The Chanthaburi Fruit Metropolis project, previously approved by the Cabinet in 2005 and 2018, is now considered by the Ministry of Commerce for a comprehensive review to suit current conditions. The project will not be limited to a central market but will encompass product processing, water management, and related infrastructure such as cold storage systems to extend product shelf life, reduce price pressure, and add value before seeking further Cabinet approval.
Managing the highly popular product "durian" is a significant challenge. In 2025, Thailand's durian export value exceeded 140 billion baht, with 70% of production exported and over 90% of that being fresh fruit shipped to the Chinese market. In 2026, durian production is forecasted to increase by more than 30%.
The Deputy Prime Minister and Minister of Commerce emphasized that midstream management is crucial. A recent visit to Chanthaburi revealed that most fruit purchasers, known as "hong," operate legally. He ordered strict law enforcement against violators concerning quality, export standards, and coordinated efforts with the Ministry of Labor to systematically regulate labor in these 'hong'.
For urgent measures this year, the Ministry of Commerce has outlined proactive export market expansion plans, especially in China, where the market currently concentrates in the eastern region. The goal is to extend into the western areas alongside improving logistics efficiency and border trade checkpoints.
Additionally, marketing strategies have shifted to online platforms by involving both Chinese and Thai influencers who live-stream sales of quality durians directly from orchards and fruit hubs. This approach aims to deliver Thai products straight to consumers, representing a new dimension in agricultural product promotion.
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