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Thai Fruit Marketing &

Supply Chain Management

for Export Market Opportunity

Director of Fruit Tree Production

Promotion Group, Department of Agricultural Extension,Bangkok, Thailand

Mr.ManooMr.Manoo PosomboonPosomboon

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Thai Fruit Marketing

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Out Line of Presentation

I. General View

Climatic ConditionFruit Production ZoneProduction & Market Situation

II. ProductionCommercial ProductionNon Commercial Production

III. MarketingInternal MarketExternal Market

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CommercialfruitCommercialfruitCommercialfruitCommercialfruit> 40 species

speciesspeciesspecies

PlantedareaPlantedareaPlantedareaPlantedarea: 1.5 millionhectaresmillionhectaresmillionhectaresmillionhectares

ProduceProduceProduceProduce : 11-12 milliontonsmilliontonsmilliontonsmilliontons/yearyearyearyear

ThaiThaiThaiThaiFruitFruitFruitFruit ProductionProductionProductionProductionThaiThaiThaiThaiThaiThaiThaiThaiFruitFruitFruitFruitFruitFruitFruitFruit ProductionProductionProductionProductionProductionProductionProductionProduction

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MajorMajorMajorMajorMajorMajorMajorMajor FruitFruitFruitFruitFruitFruitFruitFruit Production(ton)Production(ton)Production(ton)Production(ton)Production(ton)Production(ton)Production(ton)Production(ton)

225,403174,3787.banana

276,628173,8596.pummelo

507,766618,0785.rambutan

1,803,0001,633,4762.mango

20052000

2,070,0002,287,4201.pineapple

207,309177,2748.mangosteen

640,242648,904

4.durian

705,534417,3213.longan

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FruitFruit Production ZoneProduction Zone

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FRUIT JAN. FEB. MAR. JUL. AUG. OCT. NOV. DEC.

1 TANGERINE Citrus reticulata Blanco

2 SWEET TAMARIND Tamarindus indica L.

3 STRAWBERRY Fragaria spp.

4 GRAPE Vitis vinifera L.

5 MANGO Mangifera indica L.

6 JACKFRUIT Artocarpus heterophyllus Lamk.

7 LYCHEE Lichi chinensis Sonn.

8 DURIAN Durio zibethinusMerr.

9 MANGOSTEEN Garcinia mangostanaL.

10 RAMBUTAN Nephelium lappaceumL.11 LONGKONG Aglaia domestica Pelleg.

12 LIME Citrus aurantifolia Swing.

13 LONGAN Dimocapus longan Lour.

14 PUMMELO Citrus grandis Osb.(C.maxima Merr.)

15 SUGAR APPLE Annona squamosaL.16 BANANA Musa spp.

17 GUAVA Psidium guajavaL.

18 PAPAYA Carica papayaL.

19 YOUNG COCONUTCocos nuciferaL.

NONE IN - SEASON OFF - SEAS

SEP.APR. JUN.MAY.

FRUIT SEASON IN THAILAND

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Fruit Marketing

1,685,452

767,130

918,322287,341

200,20687,135

1,528,315

763,366

764,949256,389

172,59783,792

Export (ton)

- Fresh/dry/frozen(08)

- ProcessingImport (ton)

- Fresh/dry/frozen(08)- Processing

20062005

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II. Production

Crop pattern :

1. Commercial Production :

Intend to grow as a commercial crop

2. Non-Commercial Production :

Intend to grow as a back yard gardenor wind break

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Production Operation

: Individual farm

: Use primitive technologies

: No production plan

:Produce send to internal

market only

1. Consolidation: Fruit grower group

Association, Cooperatives

2. Technology

: Use advance technologies

3. Production Plan

: Set production plan by member

(Short and long term)

4. Marketing

: Produce send to external &

internal market

Non-commercial ProductionCommercial Production

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Non-Commercial orchardNon-Commercial orchard

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Commercial orchardCommercial orchard

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III. Marketing

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GrowerGrowerGrower group

or

Cooperatives

Grower group

or

Cooperatives

BrokerBroker WholesaleWholesale

ExportExport

ProcessedProcessed

RetailRetailRetail

SupermarketSupermarket

FreshmarketFreshmarket

MobileMobile

Thai Fruit Market Channel