TOPS, the food retail business under Central Retail, has partnered with the Department of Internal Trade, Ministry of Commerce, to launch an initiative supporting Southern Thai shrimp farmers affected by export restrictions to Malaysia. To drive domestic demand and mitigate the oversupply, TOPS is utilizing its restaurant networks—TOPS EATERY and At Taste—to introduce exclusive premium shrimp dishes, alongside launching a nationwide “Shrimp Fair” retail campaign. The initiative features direct-from-farm procurement of premium whiteleg shrimp with discounts of up to 30% across all TOPS and TOPS FOOD HALL locations to stimulate domestic consumption.
Over-Reliance on Exports Prompts Domestic Push
Thanawat Jirajariyavej, Managing Director of Central Food Retail under Central Retail, stated that restrictions on Thai shrimp exports to Malaysia have led to domestic product accumulation, depressing local prices and farmer incomes. Citing data from Kasikorn Research Center, he noted that over 85% of Thailand’s shrimp industry relies on export markets, making domestic stimulation vital during market disruptions. Historically, TOPS has procured an average of approximately 70,000 packs of shrimp annually, sourcing from quality farms in provinces such as Ratchaburi and Chachoengsao.
In response to the market crisis impacting Southern farmers, TOPS coordinated with the Department of Internal Trade to deploy modern retail distribution channels. The strategy focuses on connecting farmers directly with consumers, expanding sales avenues, and increasing domestic demand to alleviate downward price pressures on the local shrimp industry.
Premium Menu Rollouts at In-House Outlets
As part of the joint consumption measures, TOPS has increased its procurement of White Vannamei Shrimp from Southern farmers via Srisuban Farm in Surat Thani province. To add value to the crop, the premium whiteleg shrimp is being featured in three special menu offerings from 24 June to 21 July 2026:
- Roasted Cajun Spicy Shrimp: Priced at THB 79 per 100 grams (Available at TOPS EATERY)
- Thai Shrimp Paste Fried Rice: Priced at THB 179 (Available at TOPS EATERY)
- Stir-Fried Shrimp with Bird’s Eye Chili Rice: Priced at THB 159 (Available at At Taste branches nationwide)
“Shrimp Fair” Campaign Offers 30% Retail Discounts
Simultaneously, TOPS is running the “Shrimp Fair” campaign from 24 June to 7 July 2026 across all nationwide TOPS and TOPS FOOD HALL branches. The promotion offers L and XL sizes of whiteleg shrimp at discounts of up to 30%. Whiteleg shrimp is being highlighted for its firm texture, sweet flavor, and versatility in both Thai and international cuisines, aiming to widen consumer access and increase daily household consumption.
The procured whiteleg shrimp originates from Srisuban Farm in Surat Thani, which operates along the Gulf of Thailand. The farm’s aquaculture network spans major districts including Chaiya, Tha Chana, Tha Chang, Phunphin, Kanchanadit, and Don Sak, as well as partner networks in Nakhon Si Thammarat and Chumphon provinces. Operating under Department of Fisheries standards, the production chain implements quality control and traceability systems covering pond management, water quality, feeding practices, disease monitoring, and residue testing. Additionally, Srisuban Farm utilizes a Probiotic Shrimp Farm system aimed at environmentally responsible production and community resource conservation.
Long-Term Commitment to Agricultural Sustainability
Thanawat concluded that the public-private partnership aims to cultivate market opportunities and promote domestic consumption to strengthen Thailand’s agricultural sector. The initiative aligns with TOPS’s broader corporate social responsibility frameworks, specifically its “12 Missions to Sustainable Retail” strategy and the “Small Acts Together” philosophy, which focus on supporting local farmers and driving sustainable retail operations.
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