Yala seeks to become a ‘GI metropolis’, turning local produce into economic soft power

Yala, Thailand's southernmost province, boasts an attractive natural advantage that aims to transform its economy. Characterized by mineral-rich soil, clean air, and fresh water, local agricultural products possess unique flavors and characteristics that distinguish them from other regions. Seeking to capitalize on these natural resources, Yala City Municipality plans to obtain geographical indication (GI) certification, which could enhance farmers' livelihoods and draw tourists interested in Yala's distinctive offerings.

Mayor Pongsak Yingchoncharoen explained that geographical indications depend on specific local environmental conditions such as year-round temperatures, fertile soil, and clean water. Yala has these advantages, which provide its agricultural produce with distinct qualities that are difficult to replicate elsewhere. Agriculture contributes significantly to Yala's gross provincial product, with rubber and durian being the key drivers.

Although the figure is still modest compared to neighboring provinces, the municipality believes that GI branding could substantially boost the value of local products. Yala is home to several GI fruits, including the Betong Shogun orange, which can sell for up to 160 baht per kilogram, and the Yala Sadet Nam durian, known for its dry, smooth flesh, deep yellow color, distinctive aroma, and rich flavor.

Other notable GI products include Kanyao durian and Thorn Black durian. Yala is also famous for its aquatic products, such as Betong flowing-water tilapia and pink carp. The province has nearly 40 durian varieties and has selected eight distinctive types under the name "Eight Durian Masters." Beyond fruit, Yala has unique aquatic products, such as Betong flowing-water tilapia and pink carp.

Yala is a major fruit distribution center for Thailand's southernmost border provinces, with the country's sixth-largest durian-growing area covering over 100,000 rai. The municipality is pursuing a "local to local" approach to connect local producers with expertise and technology from other parts of Thailand to improve durian quality and expand exports to China.

The municipality is also working on advanced packaging technology to extend shelf life and minimize chemical use, making Yala's durian a more environmentally friendly and high-quality product.