Supachai Sutthamanpun revealed that the Commerce Ministry's proactive measures have driven agricultural exports in April 2026 to a 17.9% increase after eight consecutive months of decline, with durian exports surging 109.5%. Efforts are underway to upgrade Thai fruit quality from production to distribution stages.
Supachai explained that proactive fruit management measures are showing positive results, including securing markets in advance, facilitating logistics, deploying sales teams to promote durian and mangosteen, and organizing fruit consumption campaigns in both major and secondary Chinese cities as well as other target countries. These efforts led to a 17.9% rebound in agricultural exports in April after eight months of decline, with durian up 109.5%, rambutan 92.8%, and lychee 70%. Structural improvements across production, processing, and distribution are also progressing, strengthening Thailand's fruit industry.
Supachai Sutthamanpun, Deputy Prime Minister and Minister of Commerce, stated that the Ministry’s proactive fruit management measures addressing structural agricultural issues—from pre-harvest to market stages—are beginning to yield positive results. These include pre-season global fruit export promotion events, negotiation teams facilitating logistics at border checkpoints in Laos, Vietnam, and China, and Commerce attachés in China securing durian purchase orders of 1 to 1.1 million tons this year. Attachés in Vietnam, Taiwan, South Korea, Malaysia, India, UAE, and Australia have found markets for 150,000 tons of mangosteen. Additionally, fruit markets in China’s primary and secondary cities, potential markets like South Korea and India, image-building markets in the Middle East, South Asia, the EU, and Central Asia are being promoted. The launch of durian sales through overseas online platforms has also energized Thai fruit demand.
As a result of these measures, agricultural exports rose 17.9% in April 2026 after eight months of decline. Key fruits with increased exports include durian, up 109.5%, rambutan up 92.8%, and lychee up 70%, reflecting growing demand for Thai fruits. Confidence remains high that fruit exports will continue to expand due to ongoing rigorous export promotion activities.
Domestically, fruit consumption has also expanded. The Commerce Ministry has partnered with wholesale and retail chains and leading department stores to organize fruit sales events and fruit buffets. Marketing efforts extend through wholesale and retail channels, central and fresh markets, online platforms, and private sector operators. Fruits are distributed nationwide through the “Thailand Helps Thailand” project at district offices, Thailand Post, and mobile vendors, aiming to stimulate consumption of at least 500,000 tons to accelerate product distribution and create sales channels for farmers. Plans include promotional campaigns under “Thailand: The Land of Tropical Fruits” to raise awareness among domestic and international consumers and tourists that Thailand is a premier tropical fruit destination, encouraging increased fruit consumption.
Supachai added that beyond this year's proactive measures, the Commerce Ministry is addressing structural issues in phases, with progress seen at each stage. At the production level, quality upgrades focus on developing traceability systems and aligning agricultural standards with market demands by integrating efforts with the Thai Chamber of Commerce, Ministry of Agriculture and Cooperatives, and private operators. Support includes the Q-Chan quality traceability project for durian in Chanthaburi Province. In processing, efforts promote value-added production to absorb excess yields and apply innovations to delay flooding markets, thereby raising prices. Downstream management is aggressively pursued by Commerce attachés and provincial offices to maintain existing export markets, penetrate new ones, and expand processed product markets through diverse channels such as Live Commerce and online platforms like TikTok, KOLs, and influencers. Value addition includes branding, developing geographical indication (GI) products, and contract farming for advance sales, all showing success.
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