ThaiFarmFresh began trading in Bangkok in 2008, as a small operation based on helping friends. But Ms Natheethong was operating in familiar territory, and she had grand ambitions. From that low-key start, she has built the firm into a growing export trader, with most of its shipments of fresh tropical fruit going to South Korea.
ThaiFarmFresh was founded in Bangkok in 2008, but its origins reach back nearly half a century, to when the founder, Ms Natheethong Thongthai, watched her grandmother selling fruit and vegetables in a local market. She learned at a tender age how to select high quality fruit and vegetables and how to deal with orchardists and customers. In effect, selling the best quality fruit is ‘in her genes’.