On 28 May 2026, EU Agriculture Commissioner Christophe Hansen opened the EU–Thailand Agri-Food Business Forum in Bangkok, calling for a deeper strategic partnership between the EU and Thailand in agri-food trade. Speaking before nearly 100 European agri-food companies and organisations, Hansen stressed that long-term competitiveness must be built on quality, innovation, sustainability, resilience and trust, not just price. He highlighted that bilateral trade in goods reached over €44 billion in 2025 and that Thailand is a natural partner for the EU in Southeast Asia, serving as a gateway to the ASEAN region.
Hansen's speech contained no concrete new policy proposals, numerical targets or deadlines. Instead, it offered broad declarative support for closer cooperation, emphasising complementarities between the EU's focus on Geographical Indications, organic farming and climate resilience and Thailand's dynamic agri-food economy and growing middle-class demand for premium products. The Commissioner framed the Forum as a practical step to turn political ambition into business partnerships, noting that trade agreements only deliver value when businesses use them and consumers trust them.
The speech's policy orientation is clearly conciliatory and partnership-focused, aiming to deepen existing ties rather than assert new demands. Hansen described Thailand as a trusted partner and stressed the need for cooperation that goes beyond transactions to support investment and strengthen value chains. This approach reflects a broader EU strategy to build long-term economic relationships in Southeast Asia, as evidenced by the EU being the 'Region of Honour' at the THAIFEX trade fair.
European agri-food exporters stand to benefit from improved market access and stronger ties with Thailand's growing premium segment, potentially increasing sales of high-quality products. Thai producers and exporters gain access to EU investment and expertise in sustainability and innovation, but may face pressure to meet stricter EU standards on organic certification and geographical indications. EU consumers could see a wider range of authentic, sustainably sourced Thai products, though prices may rise due to premium positioning. ASEAN competitors risk being sidelined if EU-Thailand ties deepen, reducing their relative market access.
Overall, the speech reinforces the status quo of friendly engagement without shifting toward a more assertive or demanding approach. The absence of concrete proposals or timelines suggests the initiative remains at an early, exploratory stage.
← Atlas › News › Agri-food