Issue 54

Thailand’s durian provides a plethora of opportunities for entrepreneurs prepared to look beyond the fruit’s pungent qualities.

The durian might be best known for its distinctive smell, but the fruit has great export potential across the region. According to the Bank of Investment, durian (US$426 million) ranked second in the list of exported fruits by value in 2014, after canned pineapple (US$505 million) and just above longan (US$415 million). In total, these three fruits accounted for more than 50% of the country’s fruit exports.

“Thailand has the potential to create innovative products from a variety of raw materials, especially fruits,” says Wirawat Piamwiwattikul, CEO of Pornthip Premium, the manufacturer of Orta, an instant durian drink which won an award for innovation at the 7 Innovation Awards 2016.

The company collaborates with academic researchers to help produce innovative products.
“We believe that the food industry is already an attractive sector, and we want our products to compete in regional markets,” he says. “For our research and development (R&D), we work with Silpakorn University.”

With so many different varieties of the tropical fruit, Piamwiwattikul says that it was most important to choose the right one in making Orta. “We use monthong because the meat contains more fibre, while other species have more sugar, so [with them] it is hard to balance texture and taste,” he explains.

Piamwiwattikul says Orta has received much positive feedback from customers in South Korea, China, Indonesia and Singapore. This has encouraged the company to further diversify its production line and markets.

“Towards the end of 2016, we plan to release another five or six products, such as durian spread and durian coffee, which have already been through the R&D process,” he says. “Our main goal is to expand into the Middle East and West as well.”

Piamwiwattikul believes Thailand’s location sandwiched between the potential markets of Myanmar, Laos, Cambodia, Singapore and Malaysia is a strength it should capitalise upon through greater regional cooperation. “It’s better for our competitors to become our partners so we can grow together,” he says, adding that in the future the company might develop a product under an AEC brand.

Piamwiwattikul also advocates companies to follow King Bhumibol Adulyadej’s philosophy of implementing a sufficiency economy by adding value by investing less. “Success will not be too difficult,” he says.

For more information, please visit www.pornthipphuket.com

Words by Natthinee Ratanaprasidhi