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Case Studies on Value added of tropical fruits in Thailand

Case Studies on Value added of tropical fruits in Thailand. Juejan Tangtermthong, Ph.D. Definition of value chain. Business activities Design Inputs Marketing Distribution Finance Human resources After services. For Regional/Global value chain… The activity and service across borders.

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Case Studies on Value added of tropical fruits in Thailand

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  1. Case Studies on Value added of tropical fruits in Thailand Juejan Tangtermthong, Ph.D.

  2. Definition of value chain • Business activities • Design • Inputs • Marketing • Distribution • Finance • Human resources • After services For Regional/Global value chain… The activity and service across borders

  3. Adding the value • Brands • Resources • Technologies • Channels and distributions • Expertise Etc.,

  4. Emerging of global value chains • Drivers • Multilateral and regional free trade agreements • Policy liberalization • Technological innovation • New management strategies • Results • High competition • Smaller number of dominant lead firm • Inadequate facilitation in developing countries

  5. Challenges for SMEs in Developing countries • Lack of awareness, capacity and resources (capital, networks, skilled labor, managerial expertise, infrastructure) • High entry barriers (International standards, commitments) • Unfavorable national business environment • Lack of business development service

  6. Intergovernmental organization's view Agribusiness value chain is key role in poverty reduction (Food security/Job creation/Income generation)

  7. AFMA • Agricultural and Food Marketing Association for Asia and the Pacific • Established 1983 by FAO • 15 institution members from 9 countries Picture disclaimer of FAO Regional Office for Asia and The Pacific

  8. AFMA • Stimulate technical exchanges and cooperation • Organizes workshop, seminar, study tour etc., • Linking with governments, NGOs

  9. Information • From study tour between 21-26 May 2007 • Both cases are in Chantaburi province • Cases of value added durian and mangosteen • Information of each cases are from interviewing producers

  10. Chantaburi • 245 km from Bangkok • 172,000 farmer families • 23.6 – 29.3°C • Rain nearly 3,000 mm/year

  11. Chantaburi • Total area 3,961,250 Rai (633,800 ha) • Forest 1,166,662 Rai (186,665 ha) • Fruit 1,500,000 Rai (240,000 ha)

  12. Tropical fruits marketing in Thailand • Jul-Oct. 2004 Grower groups Distribution centre Supermarkets Fruit orchards Distribution centre Discount stores Local wholesale markets Wholesale market Retailers Export factory Warehouse Port source: TDRI (2005)

  13. Traditional market • Can not control the price • Over supply • Low price

  14. Value added products help • Estimate the future price • More markets for valued products • Higher price

  15. Price in Apr-Jun 07 Mixed grade Quality grade

  16. Two value added cases • Processing durian • Graded mangosteen

  17. Case 1:Durian processing • Frozen • Freeze dry disclaimersof Sunshine International Co., Ltd. www.sunshine.co.th

  18. Whole frozen durian Fresh durian weigh sorting cleaning freezing -45℃, 8 hr frozen

  19. Freeze dried durian Frozen durian, -25℃ peeling cutting freeze drying freeze dried disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th

  20. Freeze dried durian Flesh 30 kg • Easier for shipment (very light) • No need for cool storage • Processing through out the year Durian 100 kg Freezed dried 10 kg disclaimersof Sunshine International Co., Ltd. www.sunshine.co.th

  21. Buying • Upto 1000 tonnes/year • Buying durian from Chantaburi and South • Buying from brokers disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th

  22. Value added • 1st grade 18 Baht/kg • 2nd grade 15 Baht/kg • Freeze dried 12-18 Baht/kg (Freeze dried selling at 1,500 Bt/kg) disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th

  23. Leading time • Harvest in the morning • Leave to ripen 5-8 hr • Chantaburi: less than 6 hr from farm to factory • South: 18-24 hr from farm to factory disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th

  24. Case 2: Certified mangosteen • Mangosteen grower group (Ban Nonglaman Quality Fruit Development Group) • Thamai district, Chantaburi province • 4 GLOBALGAP certified orchards • 20 other members

  25. Case 2: Certified mangosteen • Gained certificate since 2006 • The group was introduced by District Extension Office • Started production of rambutan and Longong in 2007

  26. Packing house • Grading and pack at one farm • Facilities are shelter, walk-in refrigerator, basket

  27. Production collecting grading Prepackaging (8 kg white basket) storing delivered

  28. Mangosteen supplied • In 2006: 200-300 Kg • In 2007: 70 tonnes 30 to traditional market 8-12 Bt/kg 30 to River Kwai Inter. (to EU) 15, 30 Bt/kg 5 to Sunshine International 15, 20, 27 Bt/kg 3 to Randy (to China) 20, 25, 30 Bt/kg 2 to CP (to Japan, Australia) 27, 37, 47 Bt/kg

  29. Payment • Credit 15 days after harvest (CP and River Kwai) • Randy pay on arrival to factory • Sunshine pay next day

  30. Problems • Price competition with nearby market • Long term credit, need cash to buy from other growers • No market for lower grade

  31. Conclusions and comments • Value added chain reduces fluctuation of the price • There are more markets for both top and bottom of value added tropical fruit products. • It is hard for farmer to go out of the farm and seek for market and to get information of what customer need. • For all these, they need only some helps to get start!!!

  32. Acknowledgements • Chantaburi Agricultural Extension Office, Chantaburi (Mr. Piya Pokket, Chief (in 2007) and Miss Charuwan Thongbai, Extension officer) • Sunshine International Co., Ltd., Chantaburi (Mr. Sonthaya Bamrungcheep, production manager) • Ban Nonglaman fruit quality development group, Chantaburi (Mr. Varin Somboon, group leader)

  33. Thank youfor attention Picture disclaimer of FAO Regional Office for Asia and The Pacific AFMA Secretariat 39 Maliwan Mansion Phra Atit Road Bangkok 10200 Thailand www.afmaasia.org info@afmaasia.org

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