How Thailand’s “Country Brand” strategy will help boost fruit exports

How Thailand’s “Country Brand” strategy will help boost fruit exports

Thailand - September 12, 2023 —

The Commerce Ministry’s Department of International Trade Promotion (DITP) has come together with the Thai Chamber of Commerce to boost purchase and consumption of Thai fruits abroad under the “Country Brand” strategy.

As part of this policy, the Ministry of Agriculture is responsible for production while the Ministry of Commerce is tasked with marketing under a project to intensify worldwide publicity of seven top Thai fruits – durian, mangosteen, longan, coconut, mango, tamarind and pomelo – highlighting their quality and deliciousness.

The strategy stresses on expanding markets besides improving the quality of agricultural items produced under strict hygienic standards required by purchasing countries. Closely abiding by the policy, fruits growers have been able to sell increasing consignments of their produce and witness growth.

Though Thai fruit exports have tasted robust growth, the country keeps exploring new markets while serving existing ones because of strong competition from other Asean countries. To successfully compete, Thailand created its “Country Brand’’ strategy, which has become a rising influence on overseas consumers. Therefore, the DITP, in cooperation with the Thai Chamber, has been spearheading public relations campaigns to increase publicity of its “Country Brand” to strengthen fruit exports.

To boost awareness and appreciation of Thai fruits among global consumers, the two agencies have also produced a short video titled “Thailand: the Land of Tropical Fruits”. The video is expected to help create an impact on international viewers so they conjure up the image of Thai fruits whenever they think of consuming any fruit in general, reinforcing the thought “Think of fruits, think of Thailand”.

The promotional film “Thailand: the Land of Tropical Fruits” can be viewed on YouTube or Facebook.

Contact Info:
Name: Mrs. Supaporn Rungcharoenkiat
Email: Send Email
Organization: Mode Image Co., Ltd.
Website: http://www.modeimage.co.th

Release ID: 89107284

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