It may be commonplace to find locally made products wrapped in outdated-looking packages as many villagers still lack flair for product packaging and innovation, despite their importance in marketing and pulling in consumers.
Manufacturers need a guiding hand from professionals and those with the know-how to help spruce up the products' outer appearance, which is where the Department of Science Service (DSS), under the Ministry of Science and Technology, steps in.
The organisation has helped many local people upgrade their product quality over the past four years with scientific knowledge, training and research while staff scientists are deployed to reach out to product makers.
"We work behind the scenes to the lift the standard and look of products," said DSS director-general Umaporn Sukmuang.
Wiwat Satayasaewana, a producer of southern curry pastes, assists the department.
Despite getting rave reviews from customers, his curry pastes still fall short of satisfying production criteria set by the state.
After consulting the experts, he learned the crux of the problem lay with the label and packaging. The label carried a picture of the paste which did not match its true colour and appearance.
Also, the lettering on the packages was too small to read and not sharp enough, Mr Wiwat said.
Fired up to revamp his business, he enrolled in a DSS training session, where officials advised him on the basics of designing attractive packages and choosing the right materials for them, which also keeps the pastes fresh, aromatic and tasty.
He said he planned to export his pastes, capitalising on the surging popularity of southern food.
Mr Wiwat said he had a long list of queries drawn up to ask the DSS. "It was clear I needed to come up with new packages," he added.
Another local merchant seeking advice was Samruay Reepol, from Mukdahan, who makes hand-woven indigo-dyed cotton fabric in the Mudmee style.
She has invented a method of weaving modern and vintage patterns into cotton fabric. She belongs to a cotton weaving group in the province.
Ms Samruay said her group has turned to using cotton instead of silk to make the clothes because the latter is too expensive and out of reach for most people. But the patterns in the cotton fabric which the group produces are comparable in terms of uniqueness and sophistication to those typical in Thai silk.
"Scientists also showed us how to stop discolouration," said Ms Samruay, referring to the DSS experts.
She recalled that when the group's fabrics failed the standards test set by the Community Development Department (CDD), she contacted the DSS for help. The DSS made a time for her to see its dyeing technicians.
A Songkhla villager displays southern curry pastes she has made.
"The DSS also gave me a recommendation on product packaging," Ms Samruay said, explaining the technicians were given tough homework; they have to figure out packaging that is attractive and clean and also transparent so customers can see the contents.
Another traditional weaving group, in Phathang village, of Uthai Thani's Ban Rai district, previously used chemical dyes, which caused allergies among wearers and discolouration of the fabrics.
Thonglee Puripol, head of the weaving group, admitted the group's products had fallen short of certification of requirements by the Thai Industrial Standards Institute.
After that, the DSS's scientists suggested the group must get hold of the right materials to dye fabric.
"Natural dyes are now in trend," said Ms Thonglee. She added: "If we are safe, our customers will be too."
She said the scientists trained the villagers in dyeing clothes and they stayed close to the locals who are like family.
Last year, Ms Thonglee's woven clothes won an award from Unesco while the group's products no longer leach colour and are seen as safe for customers.
She said the group still needs to change its packaging and the DSS is helping.
Mana Phutachot, a representative from a Khao Baisri farmer group in Chantaburi's Tha Mai district, which makes processed durian products, such as fried durian chips, said his group faced trouble with the rancid smell of durian and easy cracking of the products.
The DSS's technicians advised them how to make the fried durian remain crunchy with a longer shelf life without them having to use preservatives, Mr Mana said. They also asked residents to come up with a wider range of durian products.
Peerawong Chaturongakula, a guru on creating brand awareness, said he told residents who attended the DSS's training session that customers can be particular about product quality and they are also price-conscious. They also judge the quality from appearance.
While business operators are keen to cut costs, the packaging must be spared the scissors, he said. In countries like Japan, designing packages gets top priority.
"The principle of packaging is to create a difference, attractiveness and brand awareness which can draw people in," said Mr Peerawong. "Products speak for themselves through their look."
According to Ms Umaporn, the DSS has 300 coaching and product improvement experts. They teach locals simple words since most of the scientists regularly use both English and Thai when they speak.
"When we work with the villagers, it is important to communicate clearly," said the DSS chief.
These scientists must show their respect for senior figures and value local wisdom, she said. They are imparting knowledge to residents so they can improve their products.
About 3,500 Thai business operators are coached by the DSS's product enhancement experts every year.
She said her organisation has received a 200 million-baht budget for development of local products.
The DSS has always placed emphasis on creating value so local products reach certified standard, Ms Umaporn said.
According to Ms Umaporn, the work performed jointly by her department and local universities has helped some premium products hit the market. The organisation also explores markets for local products.
The DSS, which can also advise on which is the best logo to go with products, can call on extra help from the Bureau of Community Technology, which focuses on research and development and helps businesses give their products a new lease on life, she said.
Fried durian chips produced by a Khao Baisri farmer group in Chanthaburi's Tha Mai district.
Samruay Reepol, from Mukdahan, left, who makes hand-woven indigo-dyed cotton fabric in the Mudmee style, explains how she creates her cloth.
Thonglee Puripol, head of the weaving group in Phathang village of Uthai Thani's Ban Rai district, shows her hand-made woven cloths. Her handicrafts once won a Unesco award.
Department of Science Service director-general Umaporn Sukmuang, centre, is surrounded by local operators helped by the DSS to develop the quality of their products. Photos by Nauvarat Suksamran and Phathana Chaiprasert