Chula links science and business to raise the value of Thai crops

Thailand is a major agricultural producer and exporter, but farmers face mounting challenges from low prices for some crops and the effects of climate change on agricultural production and incomes.

The pressure on the sector is reflected in official trade figures, with exports of agricultural and agro-industrial products falling 2.4% year on year in the first eight months of 2026, according to the Commerce Ministry.

Against this backdrop, Chulalongkorn University leaders believe integrated agriculture could help Thailand move beyond selling raw commodities by connecting farming with science, business and consumer needs to create greater economic value.

Prof Dr Wilert Puriwat, president of Chulalongkorn University, outlined the approach at a press conference entitled “From Agriculture to Value: From Innovation to Sustainability” at the university in Bangkok on Thursday (October 22).

In his view, agricultural products could command higher prices by combining practical benefits with an emotional connection to customers.

“Thailand’s core economic challenge is that we sell raw commodities while buying back foreign brands. Real value isn’t created by physical functionality alone, but by infusing emotional value that transforms a simple product into an irreplaceable brand.”

Understanding what customers value

Wilert argued that competitors could readily copy a product’s functional benefits. A distinctive brand and the feelings associated with it, however, could create value that was much harder to replicate.

He emphasised that agricultural businesses needed to understand consumer behaviour and purchasing habits rather than focus exclusively on products or technology.

He cited demand for single-portion products sold in convenience stores as an example of how recognising consumer preferences could increase the commercial value of basic produce.

He also highlighted opportunities in tourism, where agricultural products could gain additional value through memorable experiences.

“When welcoming tourists, we shouldn’t just sell them mangoes; we are selling the rich, memorable experience of enjoying mangoes in Thailand. True value emerges when you blend the physical commodity with an unforgettable consumption story.”

Connecting agriculture with other disciplines

Chula’s approach draws on its land in Saraburi, Nan and Si Racha while linking agriculture with economics, fine arts, digital technology and international university networks.

Wilert described this as a way to establish a distinct academic identity rather than duplicate the work of existing agricultural universities.

The aim was to connect agricultural production with activities further along the supply chain, helping create greater value for Thailand’s economy.

Developing people capable of bringing those disciplines together was central to the university’s mission.

“Innovators must come before innovation, because sustainable progress begins with innovative thinking. The primary mission of an institution is not merely to produce tools, but to cultivate innovative thinkers who initiate original concepts.”

Wilert also argued that sustainable agricultural innovation should work with nature and prioritise people, rather than rely on synthetic chemicals that harm the environment.

Training students to find the underlying problem

Assoc Prof Dr Pantawat Sampanpanish, dean of the Faculty of Integrated Agriculture, outlined the transition of the 17-year-old School of Agricultural Resources into a full faculty.

The faculty aims to equip students with the knowledge and skills to create economic opportunities beyond traditional farming.

One example involves applying scientific knowledge to extract valuable compounds from plants for use in higher-value functional products and cosmetics.

Pantawat stressed that students needed to distinguish the visible symptoms of a problem from its underlying causes.

For example, falling crop prices should prompt an investigation into possible contributing factors, including harvesting practices and seed quality.

“Students should never stop at identifying a problem and move on. We push them to uncover the hidden opportunities concealed within each challenge and find ways to extract genuine economic, social, and environmental value.”

He also emphasised that technology must deliver measurable benefits. Drones and digital systems should be assessed for their cost-effectiveness and practical impact throughout the agricultural value chain.

Turning research into marketable products

Pantawat explained that the faculty had established CU Agri Enterprise to distribute products and help bring academic research to commercial markets.

He acknowledged that earlier student products had often lacked a “wow factor”, underscoring the need to develop more distinctive products with greater commercial value.

Market feedback should guide that process, including decisions to revise a product or stop producing it.

“It is dangerous for innovators to stubbornly insist that their creation is already the best. Once a product hits the market, you must remain open-minded to refine, adapt, or even halt production based on real feedback.”

The faculty’s ambition goes beyond preparing graduates to establish their own businesses.

Pantawat explained that an entrepreneurial mindset could also enable graduates to develop new ideas and create opportunities within public agencies and private organisations.

“We want to empower students to create their own opportunities rather than search for employment. Even if they don’t launch a massive company, an entrepreneurial mindset allows them to innovate inside any organisation.”