Project Name：Social Marketing Promotion of Royal Project Foundation Products

Project status：Projects in Operation

Cooperating Country：Asia-Pacific, Thailand

Project Description：

This project focuses on promoting Taiwan-Thailand cooperation products, including tea, corn, cherry tomatoes, cantaloupe, biological products (microbial pesticides, biofertilizers). On the production side, it aims to increase farmers’ willingness to purchase and use bioproducts in crop cultivation that is echoing the Royal Project Foundation’s environmental protection strategy in the mountainous areas of northern Thailand. In terms of the consumer market, it assists the Royal Project Foundation in improving agricultural product quality along with packaging design and marketing campaigns in order to create market differences. The project considers both consumer rights for “eat well, eat safely, and eat healthily” and the foundation’s social enterprise responsibility image. Additionally, it raises Royal Project Foundation’s products and market competitiveness as well.

Implementation Start Date：2023-09-01

Implementation End Date：2026-08-31

Project Objectives：

1. Launching Royal Project Foundation products with market differentiation to enhance competitiveness.

2. Enhancing professional knowledge and capabilities of Royal Project Foundation’s personnel Through technical exchange, personnel training, and establishment of standardized operations.

3. Establish diversified marketing channels to change the perceptions of target consumers.

Executing Agency：

Taiwan Technical Mission in the Kingdom of Thailand / Royal Project Foundation

Current Progress：

To the end of December 2025, the following activities have been completed:

1. Introduced 14 varieties of Taiwanese horticultural crops, including six specific crops: melon, pumpkin, bitter gourd, cauliflower, Mexican chili pepper, and  chives, and continued to carry out cultivation trials as well as market acceptance surveys and analysis. 

2. Working with a local social marketing demo site for the open-air tea house at the RPF Angkhang Royal Agricultural Station and a tea shop at the RPF Chiang Mai Headquarters.

3. Launched 3 new tea varieties, 10 tea beverages, 4 tea packaging designs, 1 health tea concept educational video and publishing 14 marketing campaigns on social media. Completed market surveys for customer preference and produced 3 analysis reports.

4. During the RPF annual Royal Fair event and argicultural product markets, carried out promotional activities for Taiwanese horticultural crop varieties, with over 1,000 consumer survey responses collected and conducted tasting events.

5. Organized 3 study trips to Taiwan with 20 members participating.

6. Deployed a total of 5 person-times of Taiwanese short-term experts to Thailand to provide guidance, and 129 members of RPF participated in the training.

7. Established 6 cultivation demonstration areas using bioproducts for vegetables and 1 for tea plants, drafted a manual of application of biopesticide on cherry tomato cultivation.

8. In cooperation with the Royal Project Foundation at the Angkhang Agricultural Station and Royal Agricultural Station Inthanon, provided training courses on the use of bio products to 584 farmers, sharing relevant knowledge and promoting the improtance of sustainable agriculture. 

Project Performance：

Increasing the revenue of target products mentioned in the project by 10%.

Project Contact：Pei Han, Chang

Phone：+886-2-28886050

E-mail：p.h.chang@icdf.org.tw

Signing Date：2023-07-25

Cooperating Stakeholders：Royal Project Foundation

Mission：Taiwan Technical Mission in Thailand