CP AXTRA Partners with Thailand’s Intellectual Property Department to Elevate GI Products Nationwide
CP AXTRA Public Company Limited, the operator behind two of Thailand’s most recognized wholesale and retail brands—Makro and Lotus’s—has taken a major step toward strengthening Thailand’s agricultural economy by signing a Memorandum of Understanding (MOU) with the Department of Intellectual Property (DIP), which operates under the Ministry of Commerce. This partnership is designed to enhance the visibility, value, and distribution reach of Thailand’s Geographical Indication (GI) products, ensuring they gain broader access to domestic consumers and international markets while supporting sustainable grassroots economic growth.
The agreement represents an important collaboration between the public and private sectors, uniting national policy objectives with a powerful nationwide retail and wholesale distribution network. Through this initiative, CP AXTRA aims to position Makro–Lotus’s as Thailand’s leading GI product hub by helping farmers, local entrepreneurs, and regional producers bring authentic, traceable, and high-quality GI goods to customers across the country.
Strengthening Thai GI Products Through a National Distribution Network
Thailand has long been known for its strong agricultural foundations, with farming communities contributing significantly to the national economy, employment, and food supply. Many of the country’s best agricultural products originate from specific provinces and districts, shaped by local climates, soil conditions, cultivation techniques, and generational wisdom. These products are often unique in flavor, texture, quality, and appearance—qualities that make them highly desirable and competitive.
Geographical Indication products play a critical role in ensuring that such uniqueness is protected and properly recognized. GI certification confirms that a product comes from a specific region and meets certain quality standards linked directly to its place of origin. As consumers increasingly demand transparency and traceability, GI products are becoming a powerful tool for building trust and encouraging higher-value purchases.
CP AXTRA’s collaboration with the Department of Intellectual Property is built on this foundation. By integrating GI products into the Makro–Lotus’s supply and distribution ecosystem, the partnership aims to ensure that high-potential local products gain the kind of market exposure they typically struggle to achieve on their own.
This expansion will take place through Makro–Lotus’s extensive branch network across Thailand, which includes key urban markets, metropolitan areas, and regional provinces. By giving GI goods a strong physical presence in stores, CP AXTRA expects to improve consumer access while generating higher income opportunities for producers in rural areas.
Creating Opportunities for Farmers Through Digital Procurement Channels
A key highlight of the partnership is the development of a procurement system that allows farmers and small-scale entrepreneurs to connect directly with the Makro–Lotus’s distribution system. CP AXTRA will support the “Platform of Opportunities,” an online initiative that enables local producers to present their products and engage in direct procurement arrangements.
This approach is particularly important for small farmers who often face barriers when trying to enter large-scale distribution channels. Traditional supply chains typically require intermediaries, which can reduce farmers’ income and limit their ability to negotiate fair pricing. Through the platform, CP AXTRA aims to reduce these challenges by creating a more direct and transparent path from farm to retailer.
By providing this channel, the partnership is expected to improve market access for local entrepreneurs, strengthen business opportunities in rural provinces, and support long-term economic stability for farming communities. This initiative also aligns with broader sustainability goals by promoting local sourcing and improving supply chain efficiency.
GI Products as a Competitive Tool for Thailand’s Agricultural Economy
Thailand’s agricultural sector is not only a key contributor to national GDP but also a vital pillar of food security. As global competition intensifies and consumer expectations continue to rise, Thai agricultural producers must focus on differentiation and quality improvement to maintain strong market demand.
GI products provide a valuable advantage in this area. They represent more than food items or goods—they symbolize cultural identity, regional heritage, and local pride. Many GI products are linked to specialized farming methods and traditional production practices that cannot easily be replicated elsewhere. This uniqueness allows Thai producers to command premium pricing and attract consumers who value authenticity.
As buyers increasingly prioritize product standards, safety, and traceability, GI-certified products are well-positioned to meet those demands. They offer a story of origin and credibility that helps build confidence among both Thai consumers and international buyers.
Through this partnership, CP AXTRA and the Department of Intellectual Property are working to ensure that GI goods receive greater recognition and commercial value, allowing communities to benefit financially from their heritage and expertise.
CP AXTRA’s Sustainability Commitment and Long-Term Vision
Mrs. Siriporn Dechsingha, Chief Corporate Sustainability and Communication Officer of CP AXTRA Public Company Limited, emphasized that the company remains committed to supporting Thai farmers and entrepreneurs throughout the entire value chain. This includes everything from production and capability development to distribution and market expansion.
She explained that CP AXTRA sees GI products as a key mechanism for strengthening community income and improving economic resilience. By distributing GI products through Makro and Lotus’s branches nationwide, the company aims to increase product visibility while building sustainable demand.
Mrs. Siriporn highlighted that the collaboration will help elevate the overall value of Thai GI products, enhance income security for farming communities, and contribute to long-term national economic growth.
One of the major targets under this initiative is to generate more than THB 250 million in income for farmers. This reflects CP AXTRA’s broader ambition to establish Makro–Lotus’s as Thailand’s No.1 GI product hub, offering customers a wide range of high-quality GI goods while delivering real economic value to local communities.
Curating Thailand’s Best GI Products Across Multiple Categories
Mr. Somnuk Yoddumnern, Director Fresh Food at CP AXTRA, explained that Makro–Lotus’s has already begun curating GI-certified products from across Thailand. The product selection covers a wide range of categories, including fruits, vegetables, seafood, and other fresh food items.
The GI product offerings are rotated seasonally, ensuring that customers can enjoy products at their peak freshness and quality while also supporting producers during their most important harvest periods. This seasonal rotation strategy helps maintain product variety and encourages repeat customer interest.
Among the GI products highlighted in the initiative are Ban Phaeo aromatic coconuts, Songkhla “Mamuang Bao” mangoes, and Mae Jai lychees from Phayao. Other featured products include jicama, Koh Sukorn watermelon, Nasan rambutan, Suphan chestnuts, giant freshwater prawns, and brackish seabass.
These products represent diverse provinces and agricultural environments across Thailand, showing the depth and richness of Thai farming culture. By bringing them together in one retail ecosystem, Makro–Lotus’s is helping consumers access the country’s best local produce in a convenient and organized way.
Dedicated GI Zones to Improve Consumer Accessibility
To strengthen the shopping experience and improve customer convenience, CP AXTRA has created dedicated GI zones in participating Makro and Lotus’s branches. These zones are located across Bangkok, metropolitan regions, and key provincial locations, ensuring that GI products are easier to find and better promoted.
Dedicated zones also allow GI products to stand out as premium goods, rather than being placed randomly among other agricultural items. This improves consumer awareness and encourages shoppers to recognize the special value of GI certification.
By giving GI products a more prominent retail space, CP AXTRA is helping them compete more effectively against mass-market alternatives. This strategy is expected to increase sales volume while also educating customers about the meaning and importance of geographical indication branding.
Strengthening Trust Through Full Traceability with i-Trace
One of the most important elements of modern food retail is traceability. Consumers increasingly want to know where their products come from, how they were produced, and whether they meet safety and quality standards.
To meet these expectations, CP AXTRA has implemented its i-Trace system, a traceability platform designed to ensure transparency throughout the supply chain. The system enables customers and stakeholders to track products from their place of origin all the way to the point of sale.
By using i-Trace, Makro–Lotus’s can provide detailed information about GI products, helping customers feel confident about freshness, safety, and authenticity. This also reduces the risk of counterfeit GI claims, ensuring that only legitimate producers benefit from GI branding.
In the long term, traceability systems like i-Trace are expected to strengthen Thailand’s reputation as a trusted supplier of premium agricultural products, supporting both domestic consumption and export potential.
Government Perspective: GI Products as Community Identity and Pride
Mrs. Oramon Sapthaweetham, Director-General of the Department of Intellectual Property, Ministry of Commerce, highlighted the deeper meaning behind GI products. She stated that GI goods are not simply products sold in stores—they represent local identity, cultural wisdom, and pride that communities have built over generations.
She also emphasized that partnerships between government agencies and private companies are essential for expanding market opportunities. With strong private-sector distribution support, GI products can reach larger consumer bases, improve production standards, and generate sustainable economic benefits for rural communities.
The Department of Intellectual Property sees this partnership as an important step toward improving both domestic and international competitiveness of Thai GI products. It also reflects a broader national strategy to protect Thailand’s unique agricultural heritage while ensuring communities receive fair value for their work.
Supporting Farmers Beyond Sales: Training, Knowledge, and Standards
CP AXTRA’s support for farmers extends beyond simply purchasing and distributing their products. The company has emphasized its long-term commitment to capability development, ensuring that producers can consistently meet the standards required by modern retail supply chains.
This includes knowledge transfer programs, training sessions, and support in improving product quality and production standards. Farmers and local entrepreneurs can benefit from guidance on packaging, handling, logistics, food safety requirements, and other factors that influence product competitiveness.
Such support is critical because GI products must maintain consistent quality to sustain consumer trust. If GI branding is to remain meaningful, products must meet expectations every time customers purchase them. CP AXTRA’s involvement helps ensure that producers are equipped to meet these requirements.
The company also supports multiple distribution channels, ensuring that farmers can reach consumers through both physical stores and online platforms. One key channel mentioned in the initiative is the CP AXTRA platform at https://cpseeding.com/cpaxtra, which connects products from farm to market more efficiently.
Building a Sustainable Grassroots Economy Through Strong Partnerships
At its core, this MOU is designed to strengthen Thailand’s grassroots economy by creating long-term commercial opportunities for communities that depend on agriculture. By linking local farmers with a nationwide distribution system, CP AXTRA and the Department of Intellectual Property are helping producers move beyond local markets and reach larger consumer segments.
This partnership also supports sustainability by encouraging responsible sourcing, reducing inefficiencies in supply chains, and ensuring that communities earn fair returns from their specialized products. When farmers can sell premium GI products at better prices, they gain greater financial stability and can reinvest in improved farming practices, better equipment, and higher production standards.
As the initiative expands, it is expected to create a cycle of growth where stronger demand leads to higher income, which then supports better quality and long-term sustainability.
Advancing Thailand’s GI Future Through Innovation and Market Expansion
The collaboration between CP AXTRA and the Department of Intellectual Property represents a significant step forward for Thailand’s GI ecosystem. By combining government expertise in GI certification and protection with CP AXTRA’s retail power and supply chain infrastructure, the partnership offers a practical model for turning regional products into nationally recognized goods.
Makro–Lotus’s is positioning itself not only as a distribution channel but as a national platform for GI product growth. Through curated seasonal selections, dedicated GI zones, direct farmer procurement, and traceability systems, the company is building an ecosystem where local products can thrive in competitive markets.
With a clear income target of over THB 250 million for farmers and a long-term goal of becoming Thailand’s No.1 GI product hub, CP AXTRA’s strategy reflects a commitment to both business growth and national economic development.
This initiative strengthens the future of Thai agriculture by ensuring that local identity and wisdom are not only preserved but transformed into sustainable economic opportunity.
Source Link:https://www.cpaxtra.com/
