A campaign by a famous Thai influencer selling durians at 100 baht each is aimed at boosting consumption of smaller, lower-grade durians, says the Commerce Ministry.
Goranij Nonejuie, deputy spokesperson of the Commerce Ministry, said the ministry is broadening distribution channels for Thai fruits by encouraging influencers to sell durians through live commerce, directly connecting consumers with production sources.
Mr Goranij explained that Pimrypie, a well-known influencer, planned to run the special promotion on Tuesday, offering durians at 100 baht each on her platform to stimulate domestic consumption and expand the market for lower-grade durians.
These durians are typically sold domestically. While they are relatively ripe and of good quality, they may not meet the visual standards for export and are suitable for small households. Their price per kilogramme is lower than that of export-grade D durians, which are also small.
Other grades of durians, including premium ones, are also available to help support overall seasonal prices.
He said the live commerce initiative aims to expand market opportunities for farmers and deliver quality durians to consumers more quickly.
This approach enables faster distribution and broader consumer reach, effectively responding to higher output this year.
Total durian output this year is projected to be about 2 million tonnes, up 33% from the previous year, with the eastern region accounting for 998,000 tonnes, or 48%, and peak supply expected in May, according to Commerce Minister Suphajee Suthumpun.
Mr Goranij said the initiative is not only aimed at managing surplus supply, but also at upgrading Thailand’s fruit trade to align with evolving consumer preferences for convenience, speed, and transparency in product sourcing.
The ministry aims to ensure consumers have access to quality durians at fair prices.
“Influencers are encouraged to sell products directly at orchards, selecting quality durians, cutting them fresh, and delivering them straight to consumers,” he said.
This effort aims to build confidence in Thai products while equipping farmers with skills in online sales, content creation, and access to digital markets, enabling them to further develop their own distribution channels in the long term.
As of April 27, the ministry reported that durian prices in markets and trading areas average 140-150 baht per kilogramme, consistent with market mechanisms and product quality during the current season.