thailand exported 2,417,653 mt 2,417,653 mt 2,417,653 mt

To cite this work:

Kijchavengkul, T., Netramai, S. (2021). Crop Journey –

Innovation and Food Security: C010 - Marketing of fruits and

fruit products / C011 - Innovations in fruits and fruit products

[Training Handout]. School of Bioinnovation and Bio-based

Product Intelligence, Faculty of Science, Mahidol University,

Nakhon Pathom, Thailand. 14 p.

To cite specific graphic, see additional information in the

footnote of each slide.

C010 - Marketing of fruits and fruit products

/ C011 - Innovations in fruits and fruit

products

September 7, 2021

Dr. Thitisilp Kijchavengkul and Asst. Prof. Dr.

Siriyupa Netramai 1

C010Marketing of fruits and fruit products

C011Innovations in fruits and fruit products

Source: Office of Agricultural Economics

FruitFruitFruitFruit Production (MT)Production (MT)Production (MT)Production (MT) FruitFruitFruitFruit Production (MT)Production (MT)Production (MT)Production (MT)

Pineapple 1,504,359 Rambutan 270,053

Longan (Dragon eye)

1,182,462Tangerine

orange204,737

Durian 1,115,998 Cavendish banana 136,067

Coconut 591,017Long Kong

(Southern Langsat)74,358

Mangosteen 336,861 Lychee 33,996

Table Table Table Table 1111. . . . Top 10 Thai fruits produced in 2020202020202020

Thai fruits productionThai fruits productionThai fruits productionThai fruits production 2



products

September 7, 2021


Siriyupa Netramai 2

Thai fruits exportThai fruits exportThai fruits exportThai fruits export

• Thailand exported 2,417,653 MT 2,417,653 MT 2,417,653 MT 2,417,653 MT of fruits to overseas with the values of 4.41 billion USD.


3

FruitFruitFruitFruitExport Export Export Export

(x 1,000 MT)(x 1,000 MT)(x 1,000 MT)(x 1,000 MT)FruitFruitFruitFruit

Export Export Export Export (x 1,000 MT)(x 1,000 MT)(x 1,000 MT)(x 1,000 MT)

Durian 620 Banana 15

Longan 464 Rambutan 11

Mangosteen 291 Pineapple 9.89

Mango 90 Orange 2.47

Pomelo 20 Apple 1.85

Table Table Table Table 2. . . . Top 10 Thai fruits exported in 2020202020202020

Thai fruits exportThai fruits exportThai fruits exportThai fruits export


4



products

September 7, 2021


Siriyupa Netramai 3

Figure Figure Figure Figure 1111. . . . Marketing system of

Thai fruit marketing system Thai fruit marketing system Thai fruit marketing system Thai fruit marketing system 5

Source: Jealviriyapan (2001), available at: http://www.mcc.cmu.ac.th/agbus/isam/paper/20Thai_pat.PDF

DomesticconsumersDomestic

consumers

ExportersExporters

ExportersExporters

Local collectors

District collectors

Retail merchants

Collectors from other provinces

ManufacturerManufacturer

Wholesaler in Bangkok

Wholesaler inother provinces

Retailer in Bangkok

Retailer in other provinces

FarmersFarmers

Thai fruit products Thai fruit products Thai fruit products Thai fruit products

• Fresh produce & Fresh-cut

• Processed product

• OTOP product

6



products

September 7, 2021


Siriyupa Netramai 4

Fresh produce & FreshFresh produce & FreshFresh produce & FreshFresh produce & Fresh----cut cut cut cut

• Domestic market• Talaad Thai

• Largest fruit wholesale market in ASEAN• Link

7

• Domestic market (cont.)

• Simummuang Market• 2nd largest fruit wholesale market in Thailand

• Link

• YouTube

Fresh produce & FreshFresh produce & FreshFresh produce & FreshFresh produce & Fresh----cut cut cut cut (cont.) 8



products

September 7, 2021


Siriyupa Netramai 5

9

Fresh produce & FreshFresh produce & FreshFresh produce & FreshFresh produce & Fresh----cut cut cut cut (cont.)

• Domestic market (cont.)• Food Villa

• High-end wet market• Facebook

• VDO

• Salaya marketplace• Traditional wet market

• VDO

10



products

September 7, 2021


Siriyupa Netramai 6


• Domestic market (cont.)• Lemon Farm

• Organic food (sustainability-themed)• Organic fruits, vegetables, and food products

• Website

• VDO

11

Sustainability Sustainability Sustainability Sustainability 12

PLANETPLANETPLANETPLANET

PEOPLEPEOPLEPEOPLEPEOPLE PLANETPLANETPLANETPLANET



products

September 7, 2021


Siriyupa Netramai 7


• Domestic market (cont.)• Gourmet market

• Supermarket• VDO

• Villa Market• Supermarket

• VDO

13


• Domestic market (cont.)• makro

• Club store• VDO

14



products

September 7, 2021


Siriyupa Netramai 8


• Domestic market (cont.)• 7-Eleven

• Convenient store• Fruits, fresh-cut, processed fruit product

• VDO

15


• Delivery • Tops supermarket

• Fruits & vegetables and other groceries• Website

• Big C hypermarket • Fruits & vegetables and other groceries

• Website

16



products

September 7, 2021


Siriyupa Netramai 9


• Delivery (cont.) • Daily Fresh Fruit

• High-end imported fruit• Facebook

• Fruit at Work• Fresh-cut (ready-to-eat) & cold pressed juice

• Website

17


• Delivery (cont.)• Kor.Panich (Michelin guide’s Bib Gourmand)

• Fresh-cut ripe mango and sticky rice (Thai dessert)• Grab Food website

• Maevaree• Fresh-cut ripe mango and sticky rice (Thai dessert)

• Grab Food website

18



products

September 7, 2021


Siriyupa Netramai 10


• SMEs • Nong Rung Thai fruits

• From wholesale fruit dealer to fruit truck franchise• Link

19


• SMEs (cont.) • Agrotourism

• Suan Lamai• http://www.suanlamai.com/

• Example• https://weekdayspecialthailand.com/3534

• https://www.chillpainai.com/scoop/1617/

• https://traveleastthailand.com/6310

20



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September 7, 2021




• SMEs (cont.) • Agrotourism (cont.)

• CORO Field• http://www.corofield.com/en

• https://www.facebook.com/corofieldTH/?ref=page_internal

21


• Exported product• Thongpad Fruits Vegetable Co.,Ltd.

• http://www.888fruits.com/index.php?lange=en

22



products

September 7, 2021



Packaging technology Packaging technology Packaging technology Packaging technology

Source: https://www.facebook.com/cocothumb/?ref=page_internal and https://www.coconuttoday.com/index.php

23

• Coco ThumbTM

• K Fresh Co. Ltd.

• VDO

• Patented packaging invention• International patent

Packaging technology Packaging technology Packaging technology Packaging technology (cont.)

Source: https://www.kehakaset.com/articles_details.php?view_item=729

24

• Paper + Ethylene absorber • Department of Agriculture

• + activated charcoal activated charcoal activated charcoal activated charcoal and durian rind pulp

• Mango• � shelf-life of fresh fruit by ~10 days

• https://www.kehakaset.com/articles_details.php?view_item=729

• https://youtu.be/uiblE672SZI



products

September 7, 2021




Source: Sarpetch C, Lanchai M, Sanrucksa P. Efficiency of ethylene absorber paper containing activated carbon from banana sheath in prolonging storage life of ‘Hom Thong’ banana. Thai Journal of Science and Technology. 2020. 9(4):500-511.

25

• Paper + Ethylene absorber (cont.)• Expert Center of Innovative Agriculture, Thailand Institute of

Scientific and Technological Research

• + activated carbon activated carbon activated carbon activated carbon and banana sheath pulp

• 'Hom Thong' Banana

• https://doi.org/10.14456/tjst.2020.53

Packaging technology Packaging technology Packaging technology Packaging technology (cont.) 26

• Paper + Ethylene absorber (cont.) • Expert Center of Innovative Agriculture, Thailand Institute of

Scientific and Technological Research

• + zeolite and KMnOKMnOKMnOKMnO4444

• 'Hom Thong' Banana

• http://164.115.28.46/thaiexen/file_upload/submitter/file_doc/79489735fb1ced35be2a4afbf4c859529fa0.pdf



products

September 7, 2021




Source: https://www.pptvhd36.com/news/ประเด็นร้อน/31108

27

• Active- and Intelligent packaging system for durian• Faculty of Science and Technology, Thammasat University

• + ethylene indicator ethylene indicator ethylene indicator ethylene indicator

• http://fic.nfi.or.th/technologyandinnovation-detail.php?smid=99

Packaging technology Packaging technology Packaging technology Packaging technology (cont.) 28

• Film to Fly• Faculty of Science and Technology, Thammasat University

• Antimicrobial edible coating • + cumincumincumincumin leaf extract leaf extract leaf extract leaf extract and water Hyacinth pulp

• https://tu.ac.th/thammasat-sci-film-to-fly-and-extract-from-bran

thailand exported 2,417,653 mt 2,417,653 mt 2,417,653 mt

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