Pineapple brand signs deal with Russia

Thailand plans to export 1,000 tonnes of canned pineapple a month to Russia under the brand Mr Pine from the Land of Smiles.

Pichet Sathirachawal, a Thailand Trade Representative, chaired a signing of a memorandum of understanding yesterday between Russian importer Sun Fresh Co, the Pineapple Cooperatives Federation of Thailand and Thai Num Choke Textile Co to export 40 tonnes a week to Russia.

Shipments are expected to reach 1,000 tonnes per month later this year.

The federation produces canned pineapple under the brand using raw materials supplied from various pineapple cooperatives.

The exports to Russia will help the Thai pineapple industry develop its own brand and is the first time it has explored this market.

Typically Thai pineapple producers export under international brands.

Mr Pichet said the Thai pineapple industry has lost revenue for several years. Annual Thai pineapple exports dropped in value from 45 billion baht two decades ago to 26 billion last year.

Mr Pichet is trying to raise the amount to 40 billion baht annually.

The pineapple market is controlled by importers and foreign brokers, while the Thai share of the world market has dipped to 42% from 65% in 1993.

Mr Pichet said the quality of Thai pineapples has also dropped, as reflected by the lower market share in the premium segment.

However, exports have continued to grow by 13.4% on average the past five years, with last year recording 31% growth.