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：

1. Introduced 3 varieties of Taiwanese horticultural crops and continued to carry out cultivation trials and market promoting activities.

2. Set up a local social marketing demo site for the open-air tea house at the RPF Ankang Research Station.

3. Set up a tea specialty store at the PRF Chiang Mai Headquarters, provided 2 suggestions, and trained 2 personnel improving tea products marketing skills.

4. Cooperated with the Royal Project Foundation of Thailand to launch 4 tea product marketing designs and published 3 marketing campaigns on social media.

5. Organized a study trip to Taiwan with 6 members participating.

6. Conducted 5 basic training sessions for tea tasting skills, with a total of 33 people trained.

7. One short-term expert visited Thailand for technical training and consultation.

8. Set up 2 demo net houses for cherry tomatoes using biological agents at the RPF Inthanon Research Station and 1 demo field for tea cultivation using biological agents at the RPF Ankang Research Station.

9. Wrote 3 documents of the SOP for tea cupping operations.

10. Set up one tea cupping room at the RPF Chiang Mai headquarters and one at the RPF Ankang Research Station.

11. Produced 1 video of SOP on tea cupping operations.

Project Performance：

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

Project Contact：Allison Hsu

Phone：+886-2-28886140

E-mail：h.l.hsu@icdf.org.tw

Signing Date：2023-07-25

Cooperating Stakeholders：Royal Project Foundation

Mission：Taiwan Technical Mission in Thailand