Case Studies on Value added of tropical fruits in Thailand
description
Transcript of Case Studies on Value added of tropical fruits in Thailand
![Page 1: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/1.jpg)
MAHA 2008
Case Studies on Value added of Case Studies on Value added of tropical fruits in Thailandtropical fruits in Thailand
Juejan Tangtermthong, Ph.D.Juejan Tangtermthong, Ph.D.
![Page 2: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/2.jpg)
22
Definition of value chainDefinition of value chain
Business activities Business activities – DesignDesign– InputsInputs– MarketingMarketing– DistributionDistribution– FinanceFinance– Human resourcesHuman resources– After servicesAfter services
For Regional/Global value chain…
The activity and service across borders
![Page 3: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/3.jpg)
33
Adding the valueAdding the value
BrandsBrands
ResourcesResources
TechnologiesTechnologies
Channels and distributionsChannels and distributions
ExpertiseExpertise
Etc.,Etc.,
![Page 4: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/4.jpg)
44
Emerging of global value chainsEmerging of global value chains
DriversDrivers– Multilateral and regional free trade agreementsMultilateral and regional free trade agreements– Policy liberalizationPolicy liberalization– Technological innovationTechnological innovation– New management strategiesNew management strategies
ResultsResults– High competitionHigh competition– Smaller number of dominant lead firmSmaller number of dominant lead firm– Inadequate facilitation in developing countriesInadequate facilitation in developing countries
![Page 5: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/5.jpg)
55
Challenges for SMEs in Developing Challenges for SMEs in Developing countriescountries
Lack of awareness, capacity and Lack of awareness, capacity and resources (capital, networks, skilled labor, resources (capital, networks, skilled labor, managerial expertise, infrastructure)managerial expertise, infrastructure)
High entry barriers (International High entry barriers (International standards, commitments)standards, commitments)
Unfavorable national business Unfavorable national business environmentenvironment
Lack of business development serviceLack of business development service
![Page 6: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/6.jpg)
66
Intergovernmental organization's viewIntergovernmental organization's view
Agribusiness value chain is key role in poverty Agribusiness value chain is key role in poverty reductionreduction
(Food security/Job creation/Income (Food security/Job creation/Income generation)generation)
![Page 7: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/7.jpg)
77
AFMAAFMA
Agricultural and Food Marketing Agricultural and Food Marketing Association for Asia and the PacificAssociation for Asia and the Pacific
Established 1983 by FAOEstablished 1983 by FAO
15 institution members from 9 countries15 institution members from 9 countriesPicture disclaimer of FAO Regional Office for Asia and The PacificPicture disclaimer of FAO Regional Office for Asia and The Pacific
![Page 8: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/8.jpg)
88
AFMAAFMA
Stimulate technical exchanges and Stimulate technical exchanges and cooperation cooperation
Organizes workshop, seminar, Organizes workshop, seminar, study tour etc., study tour etc.,
Linking with governments, NGOsLinking with governments, NGOs
![Page 9: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/9.jpg)
99
InformationInformation
From study tour between 21-26 May 2007From study tour between 21-26 May 2007
Both cases are in Chantaburi provinceBoth cases are in Chantaburi province
Cases of value added durian and Cases of value added durian and mangosteenmangosteen
Information of each cases are from Information of each cases are from interviewing producersinterviewing producers
![Page 10: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/10.jpg)
1010
ChantaburiChantaburi
245 km from Bangkok245 km from Bangkok
172,000 farmer families172,000 farmer families
23.6 – 29.323.6 – 29.3°C°C
Rain nearly 3,000 mm/yearRain nearly 3,000 mm/year
![Page 11: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/11.jpg)
1111
ChantaburiChantaburi
Total areaTotal area3,961,250 Rai 3,961,250 Rai (633,800 ha)(633,800 ha)
ForestForest 1,166,662 1,166,662 Rai (186,665 ha)Rai (186,665 ha)
FruitFruit 1,500,000 Rai 1,500,000 Rai (240,000 ha)(240,000 ha)
![Page 12: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/12.jpg)
1212
Tropical fruits marketing in ThailandTropical fruits marketing in Thailand
Jul-Oct. 2004Jul-Oct. 2004
Fruit orchards
Grower groups
Local wholesale markets
Distributioncentre
Distributioncentre
Wholesalemarket
Exportfactory
Warehouse
Supermarkets
Discount stores
Retailers
Port
source: TDRI (2005)
![Page 13: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/13.jpg)
1313
Traditional marketTraditional market
Can not control Can not control the pricethe price
Over supplyOver supply
Low priceLow price
![Page 14: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/14.jpg)
1414
Value added products helpValue added products help
Estimate the future priceEstimate the future price
More markets for valued productsMore markets for valued products
Higher priceHigher price
![Page 15: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/15.jpg)
1515
Price in Apr-Jun 07Price in Apr-Jun 07
Apr
May
Jun
AprMay
Jun
0
5
10
15
20
25
Price (Thai Baht)
Durian Mangosteen
Apr
May
Jun
Mixed grade Quality grade
Apr May
Apr
May
051015202530354045
Price (Thai Baht)
Durian Mangosteen
Apr
May
Jun
![Page 16: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/16.jpg)
1616
Two value added casesTwo value added cases
Processing durianProcessing durian
Graded mangosteenGraded mangosteen
![Page 17: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/17.jpg)
1717
Case 1:Durian processingCase 1:Durian processing
Frozen Frozen
Freeze dryFreeze dry
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 18: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/18.jpg)
1818
Whole frozen durianWhole frozen durian
Fresh durian
weigh
sorting
cleaning
freezing
-45℃, 8 hr
frozen
![Page 19: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/19.jpg)
1919
Freeze dried durianFreeze dried durian
Frozen durian, -25℃
peeling
cutting
freeze drying
freeze dried
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 20: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/20.jpg)
2020
Freeze dried durianFreeze dried durian
Easier for shipment (very light)Easier for shipment (very light)
No need for cool storageNo need for cool storage
Processing through out the yearProcessing through out the year
Durian 100 kg
Freezed dried 10 kg
Flesh 30 kg
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 21: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/21.jpg)
2121
BuyingBuying
Upto 1000 tonnes/yearUpto 1000 tonnes/year
Buying durian from Chantaburi and SouthBuying durian from Chantaburi and South
Buying from brokersBuying from brokers
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 22: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/22.jpg)
2222
Value addedValue added
11stst grade 18 Baht/kg grade 18 Baht/kg
22ndnd grade 15 Baht/kg grade 15 Baht/kg
Freeze dried 12-18 Freeze dried 12-18 Baht/kgBaht/kg
(Freeze dried selling at (Freeze dried selling at 1,500 Bt/kg)1,500 Bt/kg)
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 23: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/23.jpg)
2323
Leading timeLeading time
Harvest in the morningHarvest in the morning
Leave to ripen 5-8 hrLeave to ripen 5-8 hr
Chantaburi: less than 6 hr Chantaburi: less than 6 hr
from farm to factoryfrom farm to factory
South: 18-24 hr South: 18-24 hr
from farm to factoryfrom farm to factory
disclaimers of Sunshine International Co., Ltd. www.sunshine.co.th
![Page 24: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/24.jpg)
2424
Case 2: Certified mangosteenCase 2: Certified mangosteen
Mangosteen grower group Mangosteen grower group (Ban Nonglaman Quality (Ban Nonglaman Quality Fruit Development Group)Fruit Development Group)
Thamai district, Thamai district, Chantaburi provinceChantaburi province
4 GLOBALGAP certified 4 GLOBALGAP certified orchardsorchards
20 other members20 other members
![Page 25: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/25.jpg)
2525
Case 2: Certified mangosteenCase 2: Certified mangosteen
Gained certificate since Gained certificate since 20062006
The group was The group was introduced by District introduced by District Extension OfficeExtension Office
Started production of Started production of rambutan and Longong rambutan and Longong in 2007in 2007
![Page 26: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/26.jpg)
2626
Packing housePacking house
Grading and pack at one farmGrading and pack at one farm
Facilities are shelter, walk-in refrigerator, Facilities are shelter, walk-in refrigerator, basketbasket
![Page 27: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/27.jpg)
2727
ProductionProduction
collecting
grading
Prepackaging
(8 kg white basket)
storing
delivered
![Page 28: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/28.jpg)
2828
Mangosteen suppliedMangosteen supplied
In 2006: 200-300 KgIn 2006: 200-300 KgIn 2007: 70 tonnesIn 2007: 70 tonnes
30 to traditional market30 to traditional market 8-12 Bt/kg8-12 Bt/kg
30 to River Kwai Inter. (to EU)30 to River Kwai Inter. (to EU) 15, 30 Bt/kg15, 30 Bt/kg
5 to Sunshine International5 to Sunshine International 15, 20, 27 Bt/kg15, 20, 27 Bt/kg 3 to Randy (to China)3 to Randy (to China) 20, 25, 30 Bt/kg20, 25, 30 Bt/kg
2 to CP (to Japan, Australia)2 to CP (to Japan, Australia) 27, 37, 47 Bt/kg27, 37, 47 Bt/kg
![Page 29: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/29.jpg)
2929
PaymentPayment
Credit 15 days after harvest Credit 15 days after harvest (CP and River Kwai)(CP and River Kwai)
Randy pay on arrival to Randy pay on arrival to factoryfactory
Sunshine pay next daySunshine pay next day
![Page 30: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/30.jpg)
3030
ProblemsProblems
Price competition with Price competition with nearby marketnearby market
Long term credit, need Long term credit, need cash to buy from other cash to buy from other growersgrowers
No market for lower gradeNo market for lower grade
![Page 31: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/31.jpg)
3131
Conclusions and commentsConclusions and comments
Value added chain reduces fluctuation of the Value added chain reduces fluctuation of the pricepriceThere are more markets for both top and bottom There are more markets for both top and bottom of value added tropical fruit products.of value added tropical fruit products.It is hard for farmer to go out of the farm and It is hard for farmer to go out of the farm and seek for market and to get information of what seek for market and to get information of what customer need. customer need.
For all these, they need only some helps to get For all these, they need only some helps to get start!!!start!!!
![Page 32: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/32.jpg)
3232
AcknowledgementsAcknowledgements
Chantaburi Agricultural Extension Office, ChantaburiChantaburi Agricultural Extension Office, Chantaburi
(Mr. Piya Pokket, Chief (in 2007) and Miss Charuwan (Mr. Piya Pokket, Chief (in 2007) and Miss Charuwan Thongbai, Extension officer)Thongbai, Extension officer)
Sunshine International Co., Ltd., ChantaburiSunshine International Co., Ltd., Chantaburi
(Mr. Sonthaya Bamrungcheep, production manager)(Mr. Sonthaya Bamrungcheep, production manager)
Ban Nonglaman fruit quality development group, Ban Nonglaman fruit quality development group, ChantaburiChantaburi
(Mr. Varin Somboon, group leader)(Mr. Varin Somboon, group leader)
![Page 33: Case Studies on Value added of tropical fruits in Thailand](https://reader034.fdocuments.net/reader034/viewer/2022042500/568142dd550346895daf3959/html5/thumbnails/33.jpg)
3333
Thank youThank youfor attentionfor attention
Picture disclaimer of FAO Regional Office for Asia and The PacificPicture disclaimer of FAO Regional Office for Asia and The Pacific
AFMA SecretariatAFMA Secretariat
39 Maliwan Mansion
Phra Atit Road
Bangkok 10200
Thailand
www.afmaasia.org