
Platinum Fruits, a Thai exporter of premium fresh fruits, highlights three key strengths: "Knowledge & Knowhow – Cooperation with Farmers - Quality Control throughout the value chain". They won the “Supply Chain Initiative of the Year” award at the Asian Export Awards 2023 held in Singapore, aiming to expand into agricultural produce logistics, supporting Thai agricultural products in the global market.
Mr. Natakrit Eamskul, Chief Executive Officer of Platinum Fruits Co., Ltd., a leading Thai exporter of premium fresh fruits like Durian, Longan, Mangosteen, and Coconut, revealed that in November 2023, the company won the “Supply Chain Initiative of the Year” award at the Asian Export Awards 2023 in Singapore, organised by Manufacturing Asia, a leading magazine headquartered in Singapore. This award is given to entrepreneurs who can elevate their products and services to a successful level in regional exports. “The Supply Chain Initiative of the Year award is another achievement that reinforces our image in the premium fresh fruit export business. Our strengths that led to this award include overcoming significant export business challenges such as time constraints and weather conditions that affect the freshness and taste of fruits, especially Durian which is highly sensitive. This success is due to three key factors: 1. Knowledge & Knowhow in understanding the nature of Durian, 2. Cooperation with local farmers to maintain product quality to global market standards, and 3. Quality control throughout the transportation value chain. We are among the first Thai fresh fruit exporters to invest in temperature-controlled container technology for transportation, coupled with a database of end-market buyers, each with their own temperature preferences, shelf life, and taste or quality preferences for fruits. The company then analyses and manages logistics to maximise export efficiency and maintain the freshness and taste desired by end buyers,” said Mr. Natakrit.
A significant proof of the company’s success was during the COVID-19 pandemic when international export businesses faced systemic problems, leading to stockpiling and severe impacts, especially for fresh fruit exports with a short life cycle. However, Platinum Fruits was among the few Thai exporters that managed to export fresh fruits on time and maintain standards, especially Durians to China, a major market. This became a business model that turned crisis into opportunity, increasing revenue from 2,500 million Baht to over 3,300 million Baht during this period.
Currently, Platinum Fruits Co., Ltd. operates a full-cycle business, sourcing “quality” agricultural products selected from farms certified with GAP and Global GAP standards. They export fruits to markets in Asia and Europe, averaging over 18,000 tons per year. In 2023, they achieved revenue of 5,200 million Baht. The company plans to expand its capabilities from fruit exporting to providing logistics services for agricultural produce, pushing Thai agricultural products with existing strengths to the global market at Premium Quality level, as they have successfully done with Thailand's four main fruits.