ADAPTATION STRATEGIES OF THAI SMEs IN THE FOOD INDUSTRY FOR ENTERING THE SUSTAINABLE EXPORT MARKET

Abstract

This study aims to examine the factors influencing the success of sustainable export among SMEs in Thailand’s food industry, the readiness levels, adaptation strategies, and policy recommendations for entering the sustainable export market. The research is grounded in the Export Readiness framework, integrated with ESG (Environmental, Social, and Governance) principles and the Sustainable Development Goals (SDGs), reflecting the global shift toward sustainability in food supply chains. A mixed-methods approach was adopted for quantitative data collected from 150 SME food exporters in Bangkok, Samut Sakhon, Chiang Mai, and Nakhon Ratchasima provinces, while qualitative insights were gathered through in-depth interviews with six key informants, including business practitioners, government officers, and academics.

The findings reveal that key drivers of sustainable export success include: product compliance with international standards; environmentally friendly production processes; digital communication of ESG values; and strategic networking both domestically and internationally. The study introduces the "3P Export Readiness Model," which encompasses Product Readiness, Process Adaptation, and Partnership & Platform. This model serves as a systematic tool to assess and enhance SMEs’ capabilities in aligning with the requirements of sustainable global trade. Based on the findings, the study proposes several policy recommendations: the establishment of a National Center for Food Export Readiness, the development of a Thai Food ESG Index to benchmark performance, and the expansion of regional “ESG Clinics for SMEs” to provide hands-on support. These initiatives are envisioned to empower Thai SMEs to be more competitive in the global marketplace under the Bio-Circular-Green (BCG) economy framework and promote responsible trade practices.