For Thailand-based exporter Fresh Point, fresh produce is a global business. From its Bangkok head office and packing house in Nakhon Pathom, the company has been shipping fruits and vegetables worldwide for more than 30 years. Business Development representative Nachanon Chingthong says the mission is simple but demanding: “We serve customers everywhere, but our core principle is consistent quality and reliable supply.”

Fresh Point divides its operations between air freight and sea freight. Air shipments, mainly to the Middle East, Europe, and North America, consist of washed and sorted vegetables and fruits delivered to distributors and wholesalers. By sea, the company focuses on bulk exports of ginger and coconut. “Those two products are the backbone of our sea shipments,” Nachanon explains, “but in practice, we can supply almost anything customers request.”

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That flexibility is backed by both in-house farming and extensive sourcing. Fresh Point handles up to 1,000 SKUs, ranging from year-round staples like dragon fruit and mangosteen to seasonal crops such as mangoes. The company also supplies indigenous vegetables, meeting supermarket and wholesaler demand abroad. “Even if it’s hard-to-find produce, we can source it,” Nachanon says. “Our team buys directly from Thai markets across regions.”

Climate change has already shaped how the company works. Unseasonal rainfall and crop disease have cut yields significantly. “Where we used to ship 90% of what we purchased, sometimes now it’s only 50%,” Nachanon admits. “We need to buy more just to select enough for export.” Still, key products such as baby corn have been less affected this year, and Fresh Point remains confident in its ability to meet demand.

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The exporter’s primary markets are the EU and North America. Strict regulations in these regions are seen not as a barrier but as a strength. “High certification requirements raise the standard,” Nachanon notes. “Only serious players can enter those markets, and the returns are better because you don’t have to compete purely on price.” By contrast, in markets with lighter regulation, competition from India, China, and Vietnam is intense.

Logistics remain a constant challenge, with transport costs and transit times affecting quality. Fresh Point addresses this by managing multiple routes and balancing cost with speed. “Sometimes the cheapest option isn’t the best if the product arrives late and loses freshness,” Nachanon says.

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Consumer behavior is also shifting. In Thailand, demand for cut and ready-to-eat fruit is skyrocketing, with Fresh Point also involved in vending machines to serve domestic shoppers. Abroad, the trend leans toward ready-to-cook packs, such as tom yum ingredient sets, reflecting the fact that home cooking is the norm.

Looking ahead, Nachanon sees opportunities in both product diversification and market expansion. Alongside ginger and coconut, tamarind and other products with a strong domestic supply are being developed for export. “You can see many companies focusing on packaging and design,” he reflects. “But for us, the real focus is quality and service. And through our mission to Make Life Healthier, we aim

to deliver food that makes people’s lives better every day. If we deliver consistently and stay competitive, our customers will stay with us.

For more information:
Nachanon Chingthong
Fresh Point CO., LTD
Tel: +6697 972 5248
[email protected]