- Bringing a Caravan of Premium Seasonal Fruits Directly from Orchards to Consumers, TOPS Aims to Increase Purchases of Eastern Fruits by 30%, Reinforcing Its Position as “The Destination for Eastern Fruits.”
TOPS, the food business under Central Retail (SET: CRC), in collaboration with the Department of Internal Trade, Ministry of Commerce, is joining forces to drive and stimulate domestic consumption of Thai fruits under the concept “Thailand: The Land of Tropical Fruits.” The campaign showcases a curated selection of popular seasonal fruits from Thailand’s eastern region, including durian, mangosteen, rambutan, longkong, and GI-certified pineapples such as Trat Golden Pineapple and Rayong Golden Pineapple, delivered directly from orchards to consumers nationwide.
The initiative aims to support Thai farmers by helping distribute seasonal produce and expand market opportunities, following strong consumer demand for eastern Thai fruits in 2025, which drove fruit sales growth by more than 30%. Most recently, TOPS launched the “Fruit Eastival: Serving the Freshness of Eastern Fruits” campaign, bringing a caravan of premium durians and seasonal fruits sourced directly from orchards across Eastern Thailand for consumers to enjoy fresh throughout the season.
The campaign runs from today until 30 June 2026 at TOPS, TOPS FOOD HALL, TOPS DAILY, Jing Jai Farmers’ Market, and TOPS ONLINE. The initiative reinforces TOPS’ positioning as “The Destination for Eastern Fruits”, the go-to destination for premium fruits from Thailand’s eastern region — while targeting a 30% increase in the purchase of eastern Thai fruits in 2026.
Mr. Wittayakorn Maneenetr, Director General Department of Internal Trade, Ministry of Commerce, disclosed that, “In 2026, fruit output from the eastern region is expected to increase, particularly for durian, mangosteen, and rambutan. As a result, the Department of Internal Trade must accelerate proactive market management and distribution strategies to support the large volume of fruits entering the market during this season. Currently, Thailand is affected by a slowdown in exports, especially for rambutan, which has led to an increase in domestic supply.
The Department of Internal Trade is urgently coordinating with operators, wholesalers, and retailers to purchase rambutan directly from local farmers in Trat Province and nearby areas to help absorb the produce and mitigate the impact on growers. This distribution of produce to various areas across the country is driven continuously through the cooperation of private sector partners.
This initiative aligns with the 2026 Fruit Management Policy directed by Mrs. Suphajee Suthumpun, Deputy Prime Minister and Minister of Commerce, who tasked the Department of Internal Trade with establishing market linkages, managing seasonal yields proactively, and expanding distribution channels to stabilize fruit prices. Today, the Department of Internal Trade is driving the “Thailand: The Land of Tropical Fruits 2026” project alongside private sector partners, the Thai Chamber of Commerce, and farmer representatives to stimulate domestic fruit consumption.
This campaign specifically spotlights premium produce from the eastern region—including durian, rambutan, mango, and GI-certified pineapples—sourced from the country’s key agricultural hubs to help distribute produce and generate income for Thai farmers. This effort is strongly supported by the modern retailer “TOPS,” under Central Retail, which is bridging the gap between orchards and consumers nationwide through its extensive network of over 760 stores. For 2026, TOPS has scaled up its total nationwide fruit purchase volume from 8,400 tonnes to 11,000 tonnes, representing an increase of over 30%, serving as a vital collaborative force in supporting Thai fruits this season.
Beyond organizing promotional activities to stimulate domestic consumption of Thai fruits, all participating parties discussed expanding further distribution channels. This includes offering curated Thai fruit gift baskets to add value and meet diverse consumer preferences, as well as driving the export of Thai fruits to international markets—particularly Vietnam, which remains a key market with a continuous demand for Thai produce.
Starting next month, the Department of Internal Trade will closely collaborate with the Thai Chamber of Commerce and private sector partners to continuously procure and distribute Thai fruit yields to various commercial outlets. This strategic effort aims to effectively absorb the market supply and establish long-term price stability for Thai farmers.”
Mr. Piriya Kamoldechdecha, Head of Fresh Food of Central Food Retail under Central Retail, said, “Consumers today are placing greater importance on premium-quality Thai fruits and are increasingly choosing seasonal fruits, particularly those from Thailand’s eastern region, which continue to gain strong popularity. This is reflected in insights from TOPS customers in 2025, where sales of eastern Thai fruits grew by approximately 30%, accounting for as much as 15% of TOPS’ total fruit sales from various regions across the country.
The six best-selling fruits from the eastern region were durian, mangosteen, rambutan, longkong, mango, and pineapple. At the same time, consumers are increasingly seeking premium fruits, rare varieties, and off-season fruits, reflecting a growing trend toward more diverse and personalized fruit consumption preferences. TOPS therefore remains deeply committed to continuously sourcing high-quality fruits from production areas nationwide throughout the year, in order to deliver a comprehensive, differentiated, and outstanding shopping experience that meets the evolving needs of modern consumers in every season.”
This year, TOPS is moving forward to support seasonal Thai fruits through direct procurement from farmers, community enterprises, and agricultural cooperatives nationwide. This initiative brings premium-quality fruits from key production areas in the eastern region—including durian, mangosteen, rambutan, longkong, mango, and pineapple—directly to consumers through both offline and online channels nationwide.
This strategic effort efficiently helps distribute seasonal produce, stabilize market prices, and continuously expand market opportunities for Thai farmers. Simultaneously, TOPS has launched the “Fruit Eastival: Serving the Freshness of Eastern Fruits” campaign to elevate the shopping experience for premium Thai fruits during this peak seasonal period into a fully comprehensive experience.
For the ‘Fruit Eastival: Serving the Freshness of Eastern Fruits’ campaign, TOPS has gathered a caravan of premium-quality fruits sourced directly from orchards across the eastern region, allowing consumers nationwide to shop for fresh seasonal produce. The lineup is led by premium durians from ‘Suan Booncharoen’ in Chanthaburi Province, an orchard that allows its durians to remain on the tree for more than 120 days to achieve a fine texture, beautiful golden flesh, and a distinctively sweet and creamy flavor.
The campaign also features a curated selection of signature fruits from high-quality production sources, including GI-certified durians such as Koh Chang Chanee Durian, as well as golden rambutan, Rong Rian rambutan, and mangosteen from Trat Province, alongside other GI fruits and seasonal specialties.
The delicious fruit caravan kicked off its first event from 8–12 May 2026 at the Thepharak branch, before moving forward to the Phatthanakan 30 branch from 22–26 May 2026, and continuing at the Thepharak and Bang Khae branches from 29 May–3 June 2026. The journey then continues from 8–11 June 2026 at the Government Complex (TOPS DAILY), followed by the Beehive branch from 19–23 June 2026, and concludes from 26–30 June 2026 at the Robinson Ratchaphruek branch.
In addition, TOPS remains dedicated to sourcing premium-quality fruits from the eastern region throughout the season—including durian, mangosteen, rambutan, and longkong from key cultivation areas—delivering them directly to consumers nationwide. TOPS has set a purchasing target of over 1,500 tonnes of Eastern fruits, representing a 30% increase compared to last year, reflecting our ongoing commitment to distributing seasonal produce and supporting Thai farmers.
This collaborative effort in sourcing Eastern fruits also plays a vital role in driving TOPS’ total nationwide Thai fruit procurement target for 2026, which is set at 11,000 tonnes—an increase of over 30% year-on-year—ultimately expanding market opportunities and generating a stable, sustainable income for Thai agricultural communities.
“TOPS remains committed to reinforcing its position as ‘The Destination for Eastern Fruits’—the go-to choice for consumers seeking premium-quality fruits from the eastern region, freshly delivered directly from orchards. Simultaneously, we continue to connect high-quality Thai fruits from local production sources to a wider consumer base, while operating under the principles of Responsible Sourcing in alignment with our ‘12 Missions to Sustainable Retail’ strategy and the ‘Small Acts Together’ philosophy. Through these dedicated efforts, TOPS aims to drive sustainable growth for farmers, communities, and Thailand’s agricultural sector by supporting produce distribution, expanding market opportunities, and generating a stable, long-term income,” concluded Mr. Piriya.
Experience the juicy freshness of premium fruits from the eastern region and high-quality Thai fruits sourced from renowned cultivation areas across the country through the ‘Fruit Eastival: Serving the Freshness of Eastern Fruits’ campaign. The event brings together a spectacular ‘Durian Caravan’ and a vibrant selection of seasonal fruits delivered directly from orchards, offering a complete, fresh-tasting, and one-stop shopping experience for consumers. The campaign runs from today until 30 June 2026 at TOPS, TOPS FOOD HALL, TOPS DAILY, Jing Jai Farmers’ Market, and TOPS ONLINE.
