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The main objective of this paper is to identify and study the marketing chains of fresh fruit and vegetables (FFV) in Thailand, the linkages of FFV farmers with supermarkets, and an evaluation of supermarket procurement systems. Another aim is to discuss the policies and implications relating to FFV and the connection of farmers with supermarkets in the context of Thailand.

The paper uses both secondary and primary data. Public agencies' documents and published reports were used to describe retailing and FFV policy of Thailand. The supermarket managers and chain stakeholders were interviewed about the FFV marketing chains and supermarkets' procurement system. Policy issues were discussed with policymakers, and extracted from relevant documents.

The government has made various attempts to improve the FFV market by promoting both domestic and export markets simultaneously thus improving production efficiency. Supermarkets play important roles in connecting farmers to markets through direct procurement while improving cultivation practices of participating farmers in order to enhance quality of produce. A number of policy gaps still exist to protect the interests of the farmers in maximizing their benefits, and in the areas of participation between public and private sectors.

The findings, which are derived from FFV stakeholders and comparative studies in developing countries, are that FFV policy gaps exist.

This paper can help policymakers, private sector and researchers to formulate appropriate policies in the future and catalyse the FFV marketing through supermarket channels while protecting farmers' interests.