Bangkok: The Department of Internal Trade (DIT) has launched a new initiative aimed at promoting the consumption of Thai beef through the "First Love, Thai Beef Flavor" campaign. This campaign seeks to highlight the superior quality of Thai beef, showcasing its tender texture and delicious taste to rival imported beef, with the ultimate goal of rebranding the product and boosting the income of local farmers.
According to Thai News Agency, Ms. Yanee Srimanee, Deputy Director-General of the Department of Internal Trade, stated that this project aligns with the policy directive of Mr. Suchart Chomklin, Deputy Minister of Commerce. The campaign is designed to enhance the competitiveness of livestock products and expand market opportunities for beef cattle farmers in Thailand. Ms. Yanee emphasized the improved quality of Thai beef, which now boasts standards comparable to imported varieties.
The "First Love, Thai Beef Flavor" campaign will take place over one month at four shopping centers across Bangkok. These venues include Central Rama 3 from August 14 to 27, Central Rama 9 from August 15 to 24, Central Pinklao from August 28 to September 7, and the Bang Sue Red Building on weekends from August 29 to September 14, 2025.
The event will feature presentations from eight leading farmer groups, such as the Kasetsart University Beef Cooperative, Lanna Beef Network, and NVK Beef, among others. Attendees can expect to find a range of quality Thai beef products, including Thai Wagyu, Angus, and various crossbreeds, as well as processed items like sun-dried beef and sausages. There will also be free tasting activities and a 10% discount promotion during the "Golden Minute" period.
Data from the department indicates a slight decrease in beef cattle production for 2025, with 1.16 million cattle producing 195,000 tons of meat. Economic recession and oversupply issues continue to challenge consumption and exports, particularly after Vietnam's import suspension in 2022 due to red meat accelerator concerns. Despite resuming exports, issues such as smuggling and consumer preferences for imported meat persist.
The Deputy Director-General stressed the high standards of Thai cattle breeding and processing, which result in beef with excellent marbling and flavor. However, widespread recognition of these qualities remains lacking, necessitating ongoing consumer engagement. The Department of Internal Trade encourages everyone to experience the "first love" of Thai beef, asserting its world-class quality.