The Legend of Candied Pineapple: From Crisis to Opportunity
When Failure Becomes the Starting Point of Success
"In every crisis, there's always an opportunity hidden somewhere. All you need to do is see it and have the courage to take action."
— Aunt Somsri, Founder of Chumphon Candied Pineapple
Introduction
Aunt Somsri's story didn't begin with success, but rather with a crisis that nearly bankrupted the lives of pineapple farmers. Yet in the darkness, there was a glimmer of opportunity that only the keen-eyed could see.
In a small pineapple plantation that had expanded to 30 rai (about 12 acres) in Lang Suan District, Chumphon Province, lived a small family that had relied on income from growing pineapples all their lives. But then one day in 1990, everything changed...
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The Pineapple Price Crisis (1990)
Pineapple prices plummeted from 10 baht per kilogram to just 1 baht. Processing factories reduced their purchases, leaving farmers in distress, not knowing what to do with their spoiling crops.
Aunt Somsri sat looking at the pineapples in her field that were about to become a total loss. Tears nearly flowed as this represented the money needed for her children's education and family expenses.
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A Spark of Inspiration
"If we can't sell them fresh, why don't we try processing them?" This was the question Aunt Somsri asked herself as she recalled the candied pineapple recipe she used to make with her mother in childhood.
That night, Aunt Somsri consulted with her family, deciding to take the harvested pineapples and cook them in a large pan, with the small hope that they might be able to sell some.
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Starting by Hand
Early the next morning, Aunt Somsri's house was filled with the sweet fragrance of candied pineapple. The whole family helped stir the pineapples in a large pan, taking turns to prevent burning.
When finished, Aunt Somsri packaged the candied pineapple in small plastic bags, secured with rubber bands, and took them to sell by the roadside alongside the fresh pineapples she was already selling.
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First Success
"This is delicious! Can I buy some to give to my relatives in Bangkok?" The first compliment from a customer who stopped by made Aunt Somsri smile from ear to ear.
Soon the candied pineapple was selling well. Some bought it for themselves, others as gifts. Products made in the morning sold out by afternoon, bringing in much more income than selling fresh pineapples.
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Expanding to the Community
"Aunt Im, Aunt Nuan, would you like to join me? Your pineapples are rotting in the fields too, aren't they?" Aunt Somsri invited neighboring farmers who faced the same problem.
Not long after, the village pavilion became a small candied pineapple workshop, with housewives from the community helping to cook the pineapples, sharing knowledge, and creating income together.
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First Packaging Development
"What if we put it in these clear boxes? Would it look better?" Aunt Somsri's daughter suggested after returning from studying in the city, bringing clear plastic boxes for her mother to try instead of plastic bags.
The response exceeded expectations. Customers were willing to pay more for candied pineapple in the new packaging that looked cleaner, more reliable, and more suitable as a souvenir.
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Expanding to Other Products
"If candied pineapple sells well, why don't we try making other fruits?" This idea led Aunt Somsri to experiment with candied durian, mango, and banana.
Merchants from other districts began coming to buy products for resale, spreading the reputation of processed products from this small village to a wider audience.
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From "Home" to "Factory"
With increasing product demand, Aunt Somsri and the villagers in the community joined together to officially establish "Ban Somsri Fruit Processing Community Enterprise."
They received support from government agencies in production knowledge, packaging development, and market expansion, eventually earning a 5-star OTOP certification (One Tambon One Product, a Thai government program to support local products).
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Stepping into the Global Market
"Who would have thought our candied pineapple would go this far?" Aunt Somsri told her children and grandchildren when she learned that their products had been selected to be showcased at an international food exhibition.
Today, products from Ban Somsri Fruit Processing Community Enterprise are exported to many countries in Asia, Europe, and America, building a reputation for Thai products in the global market.
Lessons of Success
Seeing Opportunity in Crisis
While others saw only disaster from falling pineapple prices, Aunt Somsri saw an opportunity to add value to produce that was about to be wasted. This reflects how a slight shift in perspective can lead to tremendous opportunities.
The Power of Community
Aunt Somsri's success did not happen alone. Sharing knowledge and opportunities with neighbors not only helped create income for the community but also built a strong network, enabling the business to grow steadily and sustainably.
Continuous Adaptation and Development
From simple plastic bags to modern packaging, from plain candied pineapple to a variety of products, development never stops. This is an important lesson that has kept the products in the market for a long time.
The Changes That Occurred
"In the past, we used to say 'incapable like a pineapple,' but today, pineapple has become something that has changed our lives. I want to tell all Thai people: don't overlook the small things you have. They might be the beginning of great success."
— Aunt Somsri, Founder of Chumphon Candied Pineapple
Inspiration from the Legend of Candied Pineapple
Aunt Somsri's story is just one of many success stories of Thai people who never give up in the face of crisis.
If you're facing challenges, look for opportunities and take action, because success may be just one step away.