As Thailand faces a critical labor shortage during the peak fruit harvest season, the government is stepping up support for farmers, particularly in the northern provinces. On July 9, 2025, Deputy Government Spokesperson Anukool Pruksanusak announced that military personnel and selected inmates are being mobilized to assist with harvesting longan and other crops amid disruptions linked to the ongoing border situation with Cambodia.
In recent weeks, state-led initiatives have facilitated the distribution of over 10,000 metric tons of fruit from eastern Thailand. As that region’s harvest winds down, focus is now turning to northern and central provinces, where crops such as longan, mango, lychee, and pineapple are expected to peak.
To ease pressure on the domestic market, the Ministry of Commerce is expanding export channels. New markets being targeted include India, where demand for longan is increasing; the Middle East, where it is consumed during religious holidays such as Ramadan; and China, particularly less-developed provincial regions. These efforts aim to reduce the impact of reduced cross-border trade.
On the domestic front, the government is collaborating with CP ALL Public Company Limited to enhance fruit distribution. Through this partnership, mangosteen has been sold at 40 baht per kilogram across more than 8,000 7-Eleven stores nationwide, with over 70 metric tons sold to date. The program will soon include longan and other southern fruits.
To mitigate risks of oversupply and price volatility, contingency measures are being prepared. These include collaboration with the Thai Chamber of Commerce, increased support for fruit processing industries, and targeted marketing strategies. The goal, officials say, is to stabilize prices, maintain supply chain efficiency, and secure fair earnings for farmers during the critical harvest months.
