Agriculture remains one of Thailand's most important sectors, employing over 60 percent of the labor force, but urban areas represent the most potential for increased and varied consumption of food products. Fresh fruit imports lead U.S. exports, followed by dairy products, processed fruits and vegetables, and snack foods. Trade barriers make it difficult to penetrate the Thai market, with high tariff rates and licensing fees. A 60 percent ad valorem tariff rate for most consumer-ready products slows imports significantly. There is strong competition from Europe, Australia, New Zealand, as well as Asian countries.
Actual exports are higher than reported, as much product is transshipped through Singapore.
Dairy products and fresh fruit are leading consumer-oriented exports, with demands for apples, pears, plums, oranges and grapes. The growth of fast food and Western style restaurants should expand exports of french fries, beef, and condiments. Demand for frozen food products should grow as the infrastructure for cold storage is better developed. The U.S. opened an Agricultural Trade Office in Vietnam in 1997, reflecting increased interest from U.S businesses. Vietnam's total population is 78 million.