Suphajee explains the durian controversy in detail, accepting criticism today to protect farmers from future losses. She is expanding unconventional markets to create more opportunities and combat three factors depressing prices by promoting the “super small” or small-sized durians.
On 30 April 2026, Suphajee Suthumpun, Deputy Prime Minister and Minister of Commerce, posted on her Facebook page “Suphajee Suthumpun - SuphajeeSuthumpun” that over recent days she has received feedback, suggestions, and criticism regarding agricultural product management, particularly durian.
Today, I would like to take this opportunity to discuss our intentions behind what we are doing, with the main goal being the greatest benefit for durian farmers. Let me start by highlighting early indicators we have seen that this year durian farmers will face three price-depressing factors.
1. Durian production is expected to increase by 33% compared to last year.
2. Thailand is experiencing hot and severe drought conditions, resulting in a higher quantity of small or downgraded durian fruits.
3. Global economic volatility will lead consumers to be more cautious with spending, alongside rising transportation costs, both of which will put downward pressure on durian export prices.
If we do nothing, when the large harvest arrives, durian farmers will face purchasing price declines. Waiting until that point will be too late to fix the problem. These recurring issues happen every year as the same old cycle.
Therefore, the Ministry of Commerce has decided to take a proactive marketing approach, including stimulating durian consumption, especially for small-sized durians that have delicious flesh, good quality, and more affordable prices.
We support creating additional marketing channels through Live Commerce, buying durians of all sizes directly from farmers, which increases their sales options beyond relying solely on middlemen. We also educate consumers to understand that good durian quality is determined by the flesh, not just size—small durians from good orchards with quality selection have flesh as tasty as export-grade durians.
Additionally, the Ministry is accelerating other measures such as value-added processing using cold storage and water system management, alongside expanding export markets. We are targeting existing markets like eastern China and new markets like western China, as well as potential markets including South Korea, India, and the United Arab Emirates. Our team has also facilitated smoother and faster transport and distribution through the northern Vietnam border to southern China.
What we are doing is creating new market mechanisms for durian farmers by stimulating demand, especially for the small “super small” durians, to ensure they have value and unprecedented marketing channels. We aim for change, though we understand some may not yet grasp or agree with it. Along the way, we have supporters and harsh critics alike, and we sincerely welcome all feedback.
But I affirm that if we do nothing today and let things continue as before, when the market is flooded with super small durians from farmers, any efforts to stimulate demand then will be too late. Not only will criticism increase, but the damage to farmers will be irreparable. This is something we cannot allow to happen.
We are working outside the traditional marketing framework to prepare ahead of the large harvest due in a few weeks. We accept criticism today so that farmers won’t suffer greater losses in the future.
We will continue creating options to help durian farmers, including quality “super small” durians, available to Thai consumers at reasonable prices. This will generate demand exceeding the supply, ultimately raising prices for super small durians, increasing value and opportunities for durian farmers.