While Thailand is recognized as a country that produces a variety of unique and great-tasting fruits, it has not been very successful in penetrating overseas markets. This suggests there is still much room for increasing the value of the country’s fruit exports. Up to now, export markets are regarded as alternative sources of sales during times of oversupply in the domestic market. This approach ends up creating problems related to product quality, low bargaining power and poor brand recognition. These factors have hindered the ability of Thailand’s fruit growers to achieve high market shares when compared with their competitors elsewhere in the region. To date many organizations, both public and private, are aware of the situation and have attempted to enhance Thailand’s competitive position as a fruit exporting country. The National Research Council (NRC) of Thailand has initiated an integrated research program that aims to strengthen the competitiveness of Thai fruit exports. This article presents the key findings of a study which focused on the Chinese market.