“It’s undeniable that in today’s food chain, consumers have the most influence on change. You are not only buyers but also drivers of producer behavior—almost entirely shaping production practices. A new wave of consumers now purchases not merely to consume but to make a positive social and environmental impact. This new generation of consumers sees each purchase as an act of social and environmental responsibility. So every time you buy organic products, take pride—not just in being a consumer but in helping preserve the environment as well. All organic product processes avoid exploitation and chemicals. Here, price no longer defines value. What you pay for is more than just food; it’s a powerful contribution to social change and environmental conservation that’s truly priceless.”
–Ginsabaijai Shop Team
The Ginsabaijai Shop officially opened on April 27, 2020, three years ahead of schedule in response to the challenges posed by the COVID-19 pandemic. With government-mandated closures of many green markets, the shop emerged as a vital alternative to sustain organic farmers and keep their produce accessible to consumers.
Initially operating online, the shop provided a lifeline for farmers by enabling them to maintain some income, even if it was below pre-pandemic levels. This approach also allowed farmers to dedicate more time to cultivating and improving their farms, as the shop took on the responsibility of managing sales and distribution.
In addition to its online presence, Ginsabaijai Shop operates a physical storefront on the first floor of the Sunnee Tower mall in Ubon Ratchathani. Managed by Thawatchai Nontasing, the shop is open daily from 10:00 AM to 7:00 PM.
Remarkably, the mall has generously provided the shop with rent-free space, requiring payment only for utilities—a crucial support that has helped the initiative thrive. The combination of physical and online sales ensures a steady flow of organic produce to consumers while keeping the farmers connected to a growing market.
The shop has become a beacon of resilience and collaboration during the pandemic, creating a supportive network among “eaters, growers, and advocates.” This network fosters mutual assistance and promotes the benefits of organic agriculture, making it a silver lining amidst the COVID-19 crisis.
By supporting the shop, consumers gain access to safe, high-quality organic produce while contributing to the sustainability of local farming communities. The initiative aims to shift consumer perspectives, highlighting that purchasing from the shop is not just a transaction but a commitment to fostering healthier food systems and supporting organic farming practices.
Khanungnut Wongyen, affectionately known as “Nong Nut,” leads this impactful project with a vision that extends beyond the shop itself. She emphasizes the importance of preserving and promoting local community markets, such as the Hua Hai Plai Na market in Ban Nong Thao village.
This vibrant Sunday morning market exemplifies how organic food can become a way of life—accessible and normalized for all members of the community, regardless of gender, profession, or income level.
By encouraging community-driven initiatives like Hua Hai Plai Na, Ginsabaijai Shop not only supports farmers and consumers but also helps to build a culture of sustainability and wellness, deeply rooted in local traditions.
Boonthiwa Paunglad is an Assistant Professor at the Faculty of Political Science of Ubon Ratchathani University, Thailand.
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