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 April 2025, the following activities have been completed:

1. Introduced 14 varieties of Taiwanese horticultural crops and continued to carry out cultivation trials and market promoting activities. 

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

3. Assisted in the development 1 tea-bag product formula, 4 tea product marketing plans, 2 tea packaging designs, and publishing 7 marketing campaigns on social media. Completed 2 market surveys for customer preference and produced 2 analysis reports.

4. During the RPF annual Royal Fair event, promotional activities for Taiwanese horticultural crop varieties were conducted, with over 900 consumer survey responses collected. Additionally, tea beverage promotion events were held at Chiang Mai University and within the Royal Project Foundation Shop, resulting in a total of 7 completed consumer product surveys and analyses.

5. Organized 2 study trips to Taiwan with 12 members participating.

Conducted 7 sessions of basic tea sensory evaluation training, with a total of 63 participants completing the course;

6. Conducted 7 basic training sessions for tea tasting skills, with a total of 63 people trained, and 7 training sessions for commercial tea menu development with a total of 68 RPF staffs trained, 7 sessions of tea quality improvement training, with 49 participants completing the course.

7. 3 short-term experts visited Thailand for technical training and consultation.

8. Set up 3 fields to demonstrate application of biological agents on vegetables and tea trees, drafted a manual of application of biopesticide on cherry tomato cultivation.

9. Wrote 6 manual documents and produced 2 videos for tea cupping SOP.

10. Set up 2 standard tea cupping rooms for the RPF.

Project Performance：

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

Project Contact：Ellie S. Y. Shen

Phone：+886-2-28886136

E-mail：s.y.shen@icdf.org.tw

Signing Date：2023-07-25

Cooperating Stakeholders：Royal Project Foundation

Mission：Taiwan Technical Mission in Thailand