With a mission to support local farmers to grow and earn stable income, under its mission to build sustainability from end to end, Tops supports GI product farmers who play a significant role in driving local economies.
It also supports GI registration in order to add value to products and expand market for GI products through Jing Jai Farmers’ Market, which invites farmers and GI product businesses to have access to best-in-class retail venues. Tops also helps promote GI products to be more well-known both locally and internationally. Two locations of Jing Jai Farmers’ Market, at centralwOrld and Central Bangna, will become hubs of GI products with the biggest variety rotating throughout the year. Consumers can count on freshness, deliciousness, and quality, reaffirming Tops’ position as the leader of food retail under the concept of Every Day DISCOVERY.
- GI products: local produce, local pride, international value
Mrs. Suphalak Saleekoed, Secretary of Phu Ngern Fruit Farmers’ Community Enterprise in Si Saket, said, “Our community enterprise was set up in 2013. Our local durian farmers did not have knowledge about how to ensure quality, so the selling prices were low. We formed our community enterprise and learned techniques to grow our durian with quality in mind, and as the quality improved, the selling prices also improved. Later,
our durian was registered as a GI product in 2018 and became even more popular.
Phu Khao Fai durian is dry and the scent is not too strong. We would like to thank Tops for expanding our sales channels and providing great opportunities to our local farmers. In the past year, we were able to sell 4-5 tons of Phu Khao Fai durian. We were able to expand our market and sell our durian to premium consumers through Tops in various provinces, and this year, Tops purchased 15 tons directly from us. This helps support our farmers and meets the mission of our community enterprise to make quality products accessible for Thai consumers.”
- Creating Jing Jai platforms to provide opportunities to local communities
Mr.Sutas Siri, President of Sai Yoi Sub-District Mango Farmer Community Enterprise in Phitsanulok, added, “Our community enterprise was formed to produce quality products to cater to the demands of consumers. Golden Nam Dok Mai mangoes have beautiful skin and delicious sweetness. The pulp is firm and they do not spoil easily, so they are popular among consumers. Tops helps us in terms of distribution. Local farmers cannot manage the distribution themselves, so it is great that they help expand our sales channels. This helps strengthen our farmers’ economic stability and promote our local products nationwide. Consumers can have access to great products from local communities throughout the country as well. Thanks to this initiative, our community enterprise’s mangoes will be known as a highlight of Phitsanulok.”
- Elevating the status of Thailand’s GI products, making them more accessible via Jing Jai Farmers’ Market
Tops has expanded its partnership with the Department of Intellectual Property, Ministry of Commerce, to present GI Summer Fruit Festival, offering more than 40 products from local farms at Jing Jai Farmer’s Market in order to create a community that supports Thai farmers to have a venue to sell their local produce, with more than 127 items currently available. At the same time, Jing Jai Farmers’ Market at centralwOrld and Central Bangna is designated as model branches with new products all year round to elevate the status
of GI product and improve the quality of life for Thai farmers. This will also bring pride to local communities in each province and make their livelihood more sustainable.
In this partnership with the DITP, it has signed a contract to pre-order four GI products: Sadednam durian from Yala, Phu Khao Fai durian from Si Saket, Bang Khla Golden Nam Dok Mai mangoes from Chachoengsao, and Golden Nam Dok Mai mangoes from Phitsanulok, generating 10 million baht of market value and expanding sales channels to make Thai GI products more accessible for consumers.
- Tops is committed to operating its business with sustainability in mind to grow its organization strongly
“Tops is committed to Creating Shared Value in our operation, to ensure our business contributes to the society, the environment, and the quality of life of people, in line with our 4D strategies and ‘Discover Happiness’ mission. We aim for long-term sustainability and to achieve this we need support from various parties. One of the most important things is to ensure local farmers and businesses earn sufficient and sustainable income. We also support quality GI products with uniqueness to be sold at Tops and Jing Jai Farmers’ Market, which is a modern farmers’ market that offers the widest array of GI products in the country. Customers can enjoy quality products straight from local sources while also supporting community economies. We want to conduct our business in a way that improves the quality of life for farmers, who are our important partners, so that we can grow together,” said Mr. Stephane Coum, Chief Executive Officer Food Group, Central Retail
Support GI products from local sources and enjoy the widest array of local goods all year round at Tops, Tops Food Hall, Tops Fine Food, and Jing Jai Farmers’ Market, or shop via Personal Shopper at LINE @TopsThailand. For more details, visit Facebook TopsThailand, Jing Jai Farmers’ Market or LINE @TopsThailand.
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