Fresh Produce Marketing System in Thailand

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New overseas retail formats have been entering emerging markets, including Thailand, since the late 1990s. Accordingly, research on transnational retailers' advances into emerging markets have recently flourished. In case studies of Thailand, the specific roles of intermediaries throughout the entire retail and distribution system are commonly overlooked. This study argues that intermediaries continue to play an important role in Thailand's distribution systems, especially in the system of fresh vegetable distribution.After discussing the key roles of intermediaries in Thailand's vegetable distribution system, this study concludes that because modern retailers' involvement, particularly that of transnational retailers, at the agricultural production stage is still limited in Thailand, they often rely on intermediate distributors, such as local assembling wholesalers, coordinator-type intermediaries, and wholesale markets, for the intermediate distribution process.