The Thai Fruits & Food Festival 2025 officially kicks off today at Choithrams Al Safa Branch, marking the launch of a flavorful celebration that brings Thailand’s vibrant produce and culinary traditions closer to UAE consumers. This festive promotion will run from April 25 to May 11, 2025, across 12 participating Choithrams outlets, organised by the Department of International Trade Promotion (DITP) presented by Thai Trade Center Dubai, in partnership with the Choithrams UAE, and Ever Spring Industry Limited.
Themed “Thai Fruits & Food Festival,” this year’s campaign not only showcases Thailand’s finest tropical fruits—like mangoes, mangosteen, jackfruit, and rambutan—but also highlights how these ingredients are creatively used across Thai SELECT certified restaurants, specialty Thai grocery stores, and in authentic home-style dishes that celebrate Thai culinary excellence.
The opening ceremony was graciously attended by H.E. Mr. Sorayut Chasombat, Ambassador of the Kingdom of Thailand to the UAE, alongside Mrs. Merica Sivara, Deputy Consul-General, Royal Thai Consulate-General in Dubai; Mr. Pitichai Ratananaka, Executive Director of the Thai Trade Center Dubai; Mr. Ahman Mad-Adam, Director of the Tourism Authority of Thailand, Dubai and Middle East Office; Mr. Dinesh Pagrani, Director of Choithrams; Mr. Mark Mortimer-Davies, Chief Executive Officer of Choithrams, Mr. Ashutosh Chakradeo – Chief Retail Officer GCC, and Mr. Pankaj Sajnani – FMCG Procurement Manager, together with other esteemed dignitaries from Choithrams.
“We invite everyone to discover the authentic tastes of Thailand—beyond the ordinary. This festival is a gateway to understanding Thai fruits not just as produce, but as cultural treasures with health benefits and culinary versatility,” shared Mr. Pitichai Ratananaka, Executive Director of the Thai Trade Center Dubai. “Whether through Choithrams’ fresh produce aisles, Thai SELECT certified restaurants, or specialty Thai groceries, this promotion is a flavorful invitation to experience Thailand in every bite.”
Thailand’s Global Culinary Footprint
Thailand’s food exports continue to play a vital role in global food security. In 2024, Thailand was ranked among the top 15 food exporters in the world, with exports of fresh fruits and food products contributing significantly to the economy. The country’s agricultural innovation, sustainability practices, and high-quality standards reinforce its status as the “Kitchen of the World.”
With growing demand in the Middle East, the UAE has emerged as a key strategic market for Thai food. Thai fruits are gaining popularity not only for their exotic appeal but also for their healthful qualities, traceability, and freshness. Initiatives like the Thai Fruits & Food Festival continue to build awareness of Thai products among local consumers, retailers, and culinary professionals.
A Multi-Channel Experience
During the promotional period, shoppers can enjoy exclusive Thai fruits and food product displays, special offers up to 25% off, and interactive in-store activities across the 12 Choithrams locations. Thai groceries in Dubai will also take part, offering a curated range of fruit-based and traditional food products.
Moreover, Thai SELECT certified restaurants will feature special fruit-infused Thai dishes, offering diners a taste of Thailand’s most loved fruits in both traditional and modern interpretations.
This year’s festival brings together not just food and fruit—but also storytelling, sustainability, and soft power through culinary diplomacy.
Experience the colors, flavors, and spirit of Thailand this spring—right in your Choithrams neighborhood supermarket, Thai SELECT certified restaurants, or Thai grocery store.
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