On June 10, 2026, Mrs. Thunphitcha Theraratchanon, Director of the 2nd Regional Office of Agricultural Economics (Director of ROAE2 Phitsanulok), chaired a key focus group meeting to establish integrated cooperation frameworks for managing high-value agricultural products through an innovation-based economy (Agri-Tech), focusing on Northern avocado.
The meeting was held at the Nopphaburi Sri Nakhon Phing Meeting Room, Chiang Mai Provincial Hall, and featured presentations from the joint research teams of the Research and Evaluation Divisions of ROAE1 and ROAE2.
A diverse group of multi-sectoral stakeholders attended the session, including:
- Avocado processing community enterprises
- Provincial offices under the Ministries of Agriculture and Cooperatives, Industry, Public Health, and Interior
- The Office of Small and Medium Enterprises Promotion (OSMEP)
- The Royal Project Foundation
- The Highland Research and Development Institute (HRDI Chiang Mai)
- Academic researchers from Maejo University
Core Objectives
To review and acknowledge key research findings across the supply chain:
- The end-to-end production and marketing landscape of Northern avocado.
- Value Chain Analysis and Business Model Canvas (BMC) evaluations for 3 target processed products: body lotion, shampoo, and soap.
- SWOT and TOWS matrices detailing cooperative management strategies for processed avocado goods.
To collectively deliberate:
- The comprehensive draft development guidelines for high-value agricultural product management driven by agricultural technology and innovation (Agri-Tech).
Strategic Actions & Impact
During the session, participants conducted a joint environmental assessment, scoring and prioritizing internal and external factors to ensure that resulting strategies reflect phased, real-world conditions.
This collaborative effort aims to open up fresh market opportunities and capture higher value for processed avocado commodities. Furthermore, it supports local farmers in adopting structured business models for sustainable growth, establishing a commercial and eco-friendly blueprint for high-potential agricultural processing.
Future Outlook
The joint research team will utilize these insights to draft targeted project proposals. These proposals will serve as master plans for local agencies to secure integrated budget allocations at the regional, provincial-cluster, and primary provincial production hub levels across Northern Thailand.
Photo / News: Public Relations Working Group, ROAE2 Phitsanulok and ROAE1 Chiang Mai
