Thailand’s Ministry of Commerce, through the Department of Intellectual Property, has partnered with the private sector to launch the “Discover Thai Fruits 2026” campaign, aiming to promote premium geographical indication (GI) fruits and boost domestic consumption. The campaign kicks off with a summer highlight—GI-certified mangoes—featuring six distinctive varieties sourced from key production areas across the country. These mangoes are distributed through modern retail networks and farmers’ markets nationwide, providing consumers with high-quality produce while supporting local farmers.
According to Director-General of the Department of Intellectual Property the initiative aims to raise awareness of Thai GI products and expand market opportunities for agricultural communities. Thailand currently has more than 119 GI fruit items, accounting for nearly half of all registered GI products in the country. Mangoes, one of Thailand’s key economic fruits, generated over 1.044 billion baht in market value in 2025, reflecting strong demand both domestically and internationally. The campaign also promotes value-added products such as mango-based bakery items under the concept “GI My Choice.”
A representative from the private sector highlighted its commitment to supporting Thai farmers through modern retail channels, helping improve accessibility and market reach for GI products. This public-private collaboration plays a vital role in strengthening Thailand’s grassroots economy by adding value to local agricultural products while enhancing product standards to meet market demands. The campaign will continue throughout 2026, introducing other seasonal GI fruits such as durian, pineapple, and bananas, with the goal of boosting domestic consumption, stabilizing prices, and supporting sustainable income for farmers.
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