Central Retail Corporation Public Company Limited (CRC), a leading retailer in Thailand, emphasizes its mission to drive the economy for sustainable growth with good governance and creating shared value with all involved. The company advances the success of Jing Jai Farmers’ Market by introducing the first flagship store which brings together the best fruits and vegetables from all over the country as well as local highlight products from 77 provinces, more than 290 items in total, to offer to consumers on B1 floor in front of Central Food Hall at Central Plaza Bangna. The project generates triple income for participating farmers nationwide, helping in 3,000 families in 46 communities. The Jing Jai Farmers’ Market Flagship Store at Central Bangna will be a model store for 10 other locations in Bangkok and vicinity by the end of this year.

Yol Phokasub, Chief Executive Officer of Central Retail Corporation Public Company Limited, said that “Central Retail is committed to driving business for sustainable growth alongside creating shared value with all parties. One of its main missions is to drive and support the grassroots economy so that families and communities can be self-reliant, have steady income, and grow sustainably.  Central Retail uses its expertise in business operation, retail, and strength in human resources and seamless distribution to share with farmers and communities to enhance their capability, done through Central Tham initiative. There have been many successful model projects, including Jing jai Farmers’ Market, which is a retail model that benefits the society. It is a community market which invites local farmers to sell their produce directly to consumers. The project was initiated in 2018 at Tops market at Central Plaza Udon Thani, with an aim to make it a hub of organic fruits and vegetables as well as local highlights. The products on offer have all been verified to ensure quality before being put on shelves for our customers to buy. Additionally, Jing Jar Farmers’ Market also helps drive the economy of communities by creating sustainable income for farmers. Today, there are 23 locations of Jing Jai Farmers’ Market, and they are very successful in terms of consumer feedback and satisfaction of participating farmers. The project brings together upstream, producers, and downstream, end consumers, and can improve quality of life and income for more than 6,000 families of farmers nationwide. It is also a role model for plastic-free markets as it focuses on using local and natural materials to reduce waste and customers are encouraged to bring their own shopping bags.”

Yol added, “With an objective to create a source of safe local produce and to pass on happiness to urbanites, Central Retail has advanced the success of Jing Jai Farmers’ Market by introducing the first Jing Jai Farmers’ Market Flagship Store in Thailand. We recognize that Bangkok is a big market and consumers in Bangkok have high purchasing power. They also seek quality products and offer value for money. The launch of Jing Jai Farmers’ Market flagship store will provide opportunities to small farmers, helping them triple their income, thereby helping more than 3,000 families in 46 communities. We have planned to open 10 more locations in Bangkok and vicinity by the end of this year, with the Jing Jai Farmers’ Market Flagship Store as the role model.”

Stephane Coum, Chief Executive Officer for Central Food Retail under Central Retail, said, “The first full-scale Jing Jai Farmers’ Market Flagship Store will offer more selling opportunities for small farmers nationwide and is a good venue for promoting the products while also connecting modern consumers with unique local produce from all over the country. Highlights include rare local greens like watercress from Yala, rough cocklebur from Rayong, rattan shoot from Sakon Nakhon, Koh Phangan coconut from Surat Thani, neck orange from Songkhla, as well as over 60 GI products such as Bang Krachao namdokmai mango from, Samut Prakan, Nakhon Phanom lychee , shallot and lava durian from Si Saket. There is also signature ready-to-eat food from all 23 Jing Jai Farmers’ Market locations available on a rotation basis. In addition, there are interesting demonstrations from various communities, such as water hyacinth weaving, and many other activities.”

Stephane also talked about supporting factors that contribute to the success of the Jing Jai Farmers’ Market Flagship Store. “1. The fruits and vegetables on offer are iconic produce from 77 provinces nationwide, straight from farmers to consumers, so you can rest assured that the produce is free from toxins. We also focus on traceability to check every procedure, from production, post-harvest management, processing, and distribution to consumers. There are QR codes on display at the shelves for all products, which consumers can scan to find out more about the sources of the products they’re buying, and what makes them special. Consumers can be sure that the produce here has been carefully selected and they will get the same quality as buying the produce at their original source, at reasonable prices that benefit both the farmers and customers. 2. The logistics capability of Tops and our suppliers means that we are able to transport the produce to our distribution center to help farmers reduce their transport cost. 3. We provide knowledge in every aspect to the farmers, and our regional procurement teams are on site to offer guidance. 4. We offer a seamless shopping experience both online and offline so ensure more products are sold. Customers can purchase products from the Jing Jai Farmers’

Market Flagship Store via LINE@jjfarmersmarket, GrabMart on Grab application, website www.tops.co.th, and Click & Collect.

Support local Thai farmers by purchasing great fruits and vegetables from 77 provinces nationwide, with more than 290 items on offer, grown with care by Thai farmers, at Jing Jai Farmers’ Market Flagship Store on B1 floor in front of Central Food Hall, Central Bangna, open daily at 9AM-10PM. For more information, visit Facebook: Jing Jai Farmers’ Market, Line @jjfarmersmarket.