The Commerce Ministry has joined with the Thai Chamber of Commerce to devise strategies for promoting Thai fruits at home and around the globe.
The move is intended to tackle the problem of having abundant rare tropical fruits but failing to capitalise on them.
Deputy Commerce Minister Sontirat Sontijirawong said the plan is part of the prime minister's push to make Thailand a nation known for its fruit.
The Commerce Ministry will look at short-term strategies to help farmers who get low prices during the harvesting period, leaving their fruits to decay and decline in value.
"For these short-term measures we need to work it out with our network, which comprises local agricultural cooperatives and communities, so we know when and how much fruit is coming onto the market and we can seek a way to deal with it properly," Mr Sontirat said.
He said the policy would first focus on durian, mangosteen and fragrant coconut, which are popular among foreigners and a good fit for international markets.
Thailand produces more than 500,000 tonnes of durian and 100,000 tonnes of mangosteen a year, of which 80% of the output is for export.
Thai farmers, however, still lack opportunities to cash in on the popularity and high prices of the fruits.
In the long run, the Commerce Ministry will brainstorm with related state and private agencies to introduce a marketing plan for each seasonal fruit.
"For our long-term strategy, we will focus on fruit quality and logistics to deliver good-quality fruits right to consumers, so we can claim that our fruits are premium grade and deserve higher value," Mr Sontirat said.
According to the Agriculture Ministry, Thailand is forecast to produce 4.14 million tonnes of fruit this year, mostly durian, rambutan, mangosteen, lychee and pineapple.