Bangkok: The Department of Internal Trade (DIT) is spearheading an initiative to boost awareness and consumption of Thai beef by organizing a unique business matching event under the theme "First Love, Thai Beef Flavor." This event invites locals to experience high-quality beef from Thai farmers, with an aim to decrease dependency on imported meat and foster sustainable income within the agricultural sector.
According to Thai News Agency, Ms. Yanee Srimanee, Deputy Director-General of the Department of Internal Trade, inaugurated the business matching activity using a pitching method at Siam Charoen Nakhon Caf©. She emphasized that this activity is a crucial part of a campaign designed to promote the consumption of Thai beef, with the goal of enhancing its image and building consumer confidence in its quality, thereby making it competitive with imported meat.
The event is a landmark occasion as it provides eight groups of beef farmers the opportunity to present their quality beef to nine prominent buyer groups, including butchers, hotels, restaurants, retailers, and airlines. This effort aims to establish business networks and expand the presence of Thai beef in premium markets.
Thailand boasts over a million beef cattle of various breeds nationwide. Elevating Thai beef to the premium market through collaboration between farmers and entrepreneurs is seen as a vital step in creating awareness and adding value to Thai beef, highlighting its distinct taste and uniqueness.
Mr. Arkawat Wiriyakhajornkiat, President of the Lam Takong Beef Cattle Farmers Community Enterprise Group (NVK Beef), expressed gratitude to the Department of Internal Trade for facilitating direct engagement between farmers and buyers. He highlighted the unique characteristics of Thai beef, such as its intense flavor, aroma, and tender texture, attributing these qualities to the careful grain-fed processing.
In addition to the business matching event, the Department of Internal Trade is promoting Thai beef sales from August 14 to September 14, 2025, at various locations including Central Rama 3, Rama 9, Pinklao, and food trucks in front of the Bang Sue Red Building. A variety of products such as sun-dried beef, beef skewers, steaks, and frozen items will be available, all sourced directly from farmers.
Ms. Yanee further encouraged consumers and entrepreneurs to opt for Thai beef, noting its freshness, quality, uniqueness, and reasonable pricing. The initiative aims to inspire restaurants and businesses to incorporate more Thai beef into their offerings.