Chia Tai Drives Thai Agriculture Forward with Smart Technology to Strengthen the Potential of Thai Durian

Chia Tai Company Limited, Thailand’s leading innovative agricultural company, led by Dr. Manas Chiaravanond, Chief Executive Officer, is advancing its role as an agricultural Solution Provider, supporting Thailand’s agricultural sector through technology and innovation. The company recently hosted “Chia Tai Durian Tech & Expo 2026” at the multipurpose grounds of the Chanthaburi Provincial Administrative Organisation, providing a platform for farmers, experts, government agencies and businesses to exchange perspectives and explore practical applications of smart agricultural technology. Demonstrations featured agricultural drones, unmanned ground vehicles (UGV) and smart irrigation systems, with the aim of translating field-based knowledge into approaches that improve production efficiency and strengthen the competitiveness of Thailand’s agricultural sector.

Amid durian’s significant contribution to Thailand’s trade and export sectors, production is facing a range of challenges, including increasingly unpredictable weather conditions, rising production costs, labour constraints, quality standards and competition in international markets. Enhancing production efficiency and orchard management has therefore become an important factor in maintaining the competitiveness of Thai durian.

Ms. Supaporn Kietisirikajorn, Chief Marketing Officer, Chia Tai Company Limited, said technology and innovation would play an increasingly important role in supporting the agricultural sector, particularly in reducing labour demands, improving operational precision and supporting farmers’ decision-making. At the same time, developing technology that meets agricultural needs requires an understanding of local conditions and farmers’ actual working practices.

“Durian is one of Thailand’s major economic crops, playing an important role in agricultural income and exports, while also contributing to the growth of the Thai economy. Chia Tai therefore recognises the importance of developing solutions and technologies that address the needs of durian cultivation, particularly by bringing technology and knowledge to help farmers make more informed decisions and manage their orchards more efficiently.

“Most importantly, technology needs to be studied, tested and learned from through actual field use. This helps us understand how each type of technology can address the conditions of different orchards and farmers’ working practices, and how experience from real-world applications can be further developed into approaches suited to durian cultivation in each area,” Supaporn said.

At “Chia Tai Durian Tech & Expo 2026,” Chia Tai presented approaches to applying technology in orchard management across three key areas: spraying and spreading, orchard operations, and irrigation management. The technologies showcased by XAG Thailand included the XAG P150 Max, an agricultural drone capable of spraying and fertiliser spreading, with a maximum capacity of 80 litres or 80 kilograms; the XAG UGV R200, a six-wheel-drive unmanned agricultural vehicle equipped with a 240-litre tank and a tall spray system; and the XAG Smart Irrigation System, which enables farmers to remotely control and monitor irrigation.

The introduction and demonstration of these technologies in real agricultural settings aimed to assess their suitability for different orchard management practices. Chia Tai and XAG have continued to study and test technologies within the context of Thai agriculture, beginning with trials in rice fields in Bang Nam Priao District, Chachoengsao Province. The knowledge and experience gained have since been further explored for application to other economic crops, including durian, to assess approaches to applying these technologies under real farming conditions.

Beyond practical technology demonstrations, the event also featured a forum titled “Addressing Climate Variability: Turning Durian Orchard Challenges into Opportunities through Technology.” The discussion explored the future of Thailand’s durian industry, covering the impacts of weather variability, farmers’ adaptation strategies and the role of technology in orchard management. Experts in climate change, representatives of the Thai Durian Association, business leaders and farmers shared experiences and perspectives from across the industry.

Chia Tai also invited interested farmers to register for on-site technology demonstrations at their orchards, allowing them to experience the technologies in their own fields and discuss with the team how applications could be adapted to their orchard conditions and management practices.

In addition, the event showcased products and technologies from across the Chia Tai Group, including Chia Tai seeds, Rabbit Brand Fertilizers, Chia Tai plant protection products, smart greenhouses from Farm Inno (Thailand), and agricultural machinery from Yanmar S.P. Co., Ltd.

Chia Tai’s continued development as an agricultural Solution Provider goes beyond introducing technology to the agricultural sector. It places emphasis on understanding farmers’ challenges, conducting practical field trials and using insights from real agricultural settings to develop approaches suited to different contexts. For important economic crops such as durian, improving production efficiency and orchard management remains a key factor in strengthening farmers’ capabilities and supporting the long-term competitiveness of Thailand’s agricultural sector.