Thai Pineapple in Russian Market
Pichet Sathirachawal, a Thailand Trade Representative, chaired a signing of MOU recently between Russian Importer Sun Fresh Co, the Pineapple Cooperatives Federation of Thailand and Thai Num Choke Textile Co to export 40 tons per month to Russia under the brand Mr Pine from the Land of Smiles. The volume will increase to 1,000 tons per month later this year. This is considered the first time for this market.
Exports to Russia will help Thai pineapple industry to market under its own brand. Usually Thai pineapples are shipped using international brands. Produces of canned pineapples come from raw materials supplied from different pineapple cooperatives.
Mr. Pichet added that, for many years, revenue from Thai pineapple industry dwindles. Annual Thai pineapple exports decreased from 45 billion baht two decades ago to 26 billion last year. He is attempting to raise the amount to 40 billion baht per year.
The pineapple market is controlled by importers and foreign brokers. Thai share of the world market has declined to 42% from 65% in 1993. The quality of Thai pineapples has also dropped, as shown by the lower market share in the high quality segment.
However, for the past five years, exports have continued to surge by 13.4% on the average. Last year it went up to 31%.