The government has cut its food export projection to 1 trillion baht this year because of the strength of the baht, says Orawan Kaewprakaisangkul, president of the National Food Institute (NFI).
The adjustment represents a 9% drop from the previous target of 1.1 trillion baht in total export value, she said.
Ms Orawan said the stronger baht not only hurts export value but also increases tourists' food expenses here, resulting in weaker demand.
The new target represents growth of 3% from last year's 980 billion baht.
Established in 1996, the NFI works under the Industry Ministry and is responsible for the country's food development and for increasing the value of food exports through innovation and competitiveness.
Ms Orawan said Thai food exports totalled 580 billion baht in the first half of this year thanks to the strong export of fruits, drinks, canned tuna, shrimp, other frozen seafood products and rice.
The NFI expects Thailand's food exports to continue growing for the rest of the year at the same rate as the first half.
The NFI recommended that Thai food producers increase their quality and competitiveness to maintain Thailand's position as the leading food exporting country in Asean.
Major buyers include the US, EU, Japan and China.
The NFI forecasts the global economy will remain on the recovery path, with increasing demand for food to offset the effects of the stronger baht.
The institute and the Office of Small and Medium Enterprises Promotion also plan to promote Thai coconuts and coconut-related products, with the aim of supporting more than 300 businesses in 18 provinces.
Ms Orawan said the promotion plan includes a more aggressive marketing penetration plan and teaming up with foreign partners to help market Thai coconuts globally.
"The government also plans to increase the number of coconut plantations to serve rising demand. The project could help increase revenue from coconuts by 150-200 million baht a year," said Ms Orawan.
