- Leveraging additional procurement of premium whiteleg shrimp from Southern farmers, TOPS drives domestic consumption by introducing exclusive menus at TOPS EATERY and At Taste, while simultaneously launching the ‘Shrimp Fair’ campaign with up to 30% off to alleviate the oversupply and sluggish export channels.
TOPS, the food business under Central Retail (SET: CRC), in collaboration with the Department of Internal Trade, Ministry of Commerce, has launched an urgent initiative to support shrimp farmers in Southern Thailand who have been affected by an oversupply situation stemming from restrictions on shrimp exports to Malaysia. Mobilizing its proprietary restaurant network, TOPS is driving domestic demand by debuting exclusive premium shrimp dishes: Roasted Cajun Spicy Shrimp and Thai Shrimp Paste Fried Rice at TOPS EATERY, and Stir-Fried Shrimp with Bird’s Eye Chili at At Taste.
In parallel, TOPS is launching the high-impact “Shrimp Fair” retail campaign, leveraging additional direct-from-farm procurement of premium whiteleg shrimp. Available nationwide across all TOPS and TOPS FOOD HALL locations with discounts of up to 30%, this collaborative initiative aims to stimulate immediate domestic consumption, expand vital market channels, and inject sustainable revenue back into rural farming communities.
Mr. Thanawat Jirajariyavej, Managing Director, Central Food Retail under Central Retail, stated, “As a food retailer, TOPS plays an important role in connecting production sources with consumers and creating balance throughout Thailand’s food supply chain. Currently, the Thai shrimp industry is facing challenges arising from restrictions on Thai shrimp exports to Malaysia, resulting in a large accumulation of products in the domestic market and directly affecting price levels and farmers’ incomes.
According to Kasikorn Research Center, more than 85% of Thailand’s shrimp industry still relies on export markets. Stimulating domestic consumption is therefore highly important in helping absorb excess supply and maintain market balance, particularly during times of crisis. Over the years, TOPS has procured an average of approximately 70,000 packs of shrimp per year by sourcing products from quality shrimp farms in several areas, including Ratchaburi and Chachoengsao provinces.”
In response to the oversupply situation in the Thai shrimp market, which has affected shrimp farmers in Southern Thailand, TOPS has urgently coordinated with the Department of Internal Trade, Ministry of Commerce, to jointly drive measures aimed at supporting Southern shrimp farmers. Leveraging the strengths of modern retail, TOPS helps connect products from farmers directly to consumers, expand distribution channels, stimulate domestic consumption, and create market opportunities for farmers. These efforts will play an important role in driving sales and increasing demand for Thai shrimp consumption, alleviating price pressures, and strengthening the Thai shrimp industry in a sustainable manner”
As part of its measures to stimulate domestic consumption of Thai shrimp under the collaboration with the Department of Internal Trade, TOPS has increased its procurement of White Vannamei Shrimp from Southern farmers through the Srisuban Farm in Surat Thani province. To help create added value for Thai shrimp, TOPS has transformed the premium whiteleg shrimp into three special menu offerings available at its in-house dining outlets: Roasted Cajun Spicy Shrimp, Thai Shrimp Paste Fried Rice, available at TOPS EATERY; and Stir-Fried Shrimp with Bird’s Eye Chili Rice, available at At Taste branches nationwide. The special menus will be available from 24 June to 21 July 2026.
In addition, TOPS is encouraging the purchase and consumption of Thai shrimp through its “Shrimp Fair” campaign, featuring quality whiteleg shrimp sourced from Thai farmers in both L and XL sizes at special prices. The campaign runs from 24 June to 7 July 2026 at all TOPS and TOPS FOOD HALL branches nationwide. Whiteleg shrimp is one of the most popular shrimp varieties, prized for its firm and succulent texture, naturally sweet flavor, and versatility across a wide range of dishes, from Thai cuisine to international favorites, making it an ideal choice for everyday consumption. Through this campaign, TOPS aims to stimulate domestic consumption and broaden consumer access to Thai shrimp.
Whiteleg shrimp from Srisuban Farm in Surat Thani province is carefully selected from quality aquaculture areas along the Gulf of Thailand, one of the country’s key aquaculture regions. The sourcing network covers major farming areas in Chaiya, Tha Chana, Tha Chang, Phunphin, Kanchanadit, and Don Sak districts, as well as quality aquaculture networks in Nakhon Si Thammarat and Chumphon provinces.
The farm operates in accordance with the standards of the Department of Fisheries, with quality control and traceability systems implemented throughout the production process, from pond management, water quality control, and feeding practices to disease monitoring and residue testing prior to market distribution. These measures ensure product quality, food safety, and traceability at every stage.
In addition, Srisuban Farm adopts a Probiotic Shrimp Farm system that emphasizes environmentally responsible production, while promoting community development and the conservation of natural resources. This enables the farm to deliver fresh, clean, firm-textured, high-quality shrimp with full traceability throughout the entire production chain.
“This collaboration not only helps alleviate the impact on shrimp farmers in Southern Thailand, but also creates market opportunities and promotes the consumption of Thai products within the country. We believe that the collective efforts of the public sector, private sector, and consumers will help strengthen Thailand’s agricultural sector in a sustainable manner. TOPS remains committed to continuously supporting Thai farmers and producers under its ‘12 Missions to Sustainable Retail’ strategy and the ‘Small Acts Together’ philosophy, which believes that small actions taken together can create meaningful and lasting impacts for society,” Concluded Mr. Thanawat.
Support quality Thai shrimp and Thai shrimp farmers with three special menu creations made from Thai-farmed shrimp, available from 24 June to 21 July 2026 at TOPS EATERY and At Taste branches nationwide. Consumers can also purchase quality whiteleg shrimp sourced from shrimp farmers in Southern Thailand under the “Shrimp Fair” campaign.
