Organic food serves as lure

Mr Arrut says the association believes there is demand among locals and expatriates to trace organic food on its platform.

The Thai Organic Consumer Association (TOCA) is hoping to drive organic tourism with Phuket as a pilot province, in a bid to connect hotels and consumers with farmers through digital technology and incentive reward programmes.

Arrut Navaraj, president of TOCA, said adopting technology would add information transparency to the organic product ecosystem for all consumers along the food chain.