WorldVeg joins kick-off campaign to highlight traditional Thai Foods

The World Vegetable Center (WorldVeg) recently joined partners from the Thai government, academia, and the private sector, to launch a campaign highlighting the importance of traditional Thai foods.

The event was hosted by Simummuang Market in the country’s central Pathum Thani Province, in collaboration with the Department of Cultural Promotion (Ministry of Culture), the Office of the Permanent Secretary (Ministry of Agriculture and Cooperatives), and the Tropical Vegetable Research and Development Center (Faculty of Agriculture at Kamphaeng Saen, Kasetsart University). 

It marked the launch of the Local Ingredients for Healthy Thai Living campaign, led by Simummuang Market, which puts the spotlight on the cultural, culinary, and nutritional importance of Thai food ingredients – including many traditional vegetables. The Market is Thailand’s largest fresh food hub, and one of the largest in the ASEAN region. Its zone for local and traditional vegetables spans almost five square kilometres with around 250 stalls, while the market as a whole handles more than 70 tons of produce per day worth an estimated value of 4 million baht – equivalent to over USD 47 million annually. Operating 24 hours a day, seven days a week, it connects buyers and sellers of fresh ingredients from all over the country – including many local vegetables, wild food ingredients, and herbs that cannot be found in general markets.

“There is no better place to launch a campaign about the importance of traditional Thai foods than here, in the heart of the country’s most extensive and vibrant fresh food market,” said Delphine Larrousse, WorldVeg Director of Global Engagement and Regional Director for East and Southeast Asia (ESEA), who joined the kick-off event.

“Traditional vegetables are of immense value across Southeast Asia, both in terms of nutrition, food security and economic potential,“ she continued. 

“Our research shows that many traditional vegetables are rich in vitamins, minerals and phytochemicals that help fight free radicals, reduce the risk of chronic diseases, and support improved nutrition. In addition, traditional Thai vegetables like moringa and bitter gourd can enhance food security for low-income households, and generate additional income for small-scale farmers – especially women in rural areas,” she said. 

The campaign also supports Thailand’s national strategy of celebrating so-called “cultural capital” – in this case the country’s diversity of foods – while also recognising and enhancing its contribution to the economy.

“Thailand is well placed to respond to demand at home and abroad for traditional vegetables,” continued Larrousse. “By combining research with strong branding and stories that celebrate Thai food culture, it can tap into global interest in healthy and sustainable diets.”

The kick-off event received widespread media coverage in leading local newspapers and business/economic media, including Thairath, Bangkok Today, Matichon, khaosod.

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