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Revolutionizing Thai Durian Traceability: A Technological Recipe for Trust and Triumph

Blog25.06.2025

Revolutionizing Thai Durian Traceability: A Technological Recipe for Trust and Triumph

Thailand's durian, the revered "King of Fruits," is a cornerstone of its agricultural economy and a globally sought-after delicacy. However, the journey from Thai orchards to international consumers is fraught with challenges that threaten its premium status and market dominance. Key pain points include ensuring consistent quality, combating fruit fraud, meeting stringent import regulations, and overcoming fragmented traceability systems. These issues not only lead to economic losses but also risk eroding consumer trust and Thailand's competitive edge in a market facing growing rivalry from neighboring countries.   The lack of a robust, transparent, and unified traceability system is a critical vulnerability. Incidents of unripe or improperly handled durians reaching consumers, coupled with the inability to swiftly and accurately trace produce back to its origin, can have severe repercussions. Furthermore, the infiltration of lower-quality or falsely labeled durians into the market undermines the reputation of genuine Thai produce. As major export markets like China tighten import standards, demanding comprehensive "farm-to-fork" traceability, the urgency for Thailand to modernize its durian supply chain has never been greater.

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