BANGKOK, THAILAND — Tra Mongkut Fertilizer, one of Thailand’s leading names in plant nutrition, has officially launched “Soil Stay” in collaboration with VML — a global brand experience agency known for its expertise in creativity, technology, and data-driven marketing. This first-of-its-kind B2B farm-stay program is designed to help Thai farmers rest, learn, and rejuvenate their land. By harnessing the power of soil data and innovative brand experiences, the campaign empowers farmers to unlock the true potential of their soil while redefining sustainable agriculture in Thailand.
Thailand is home to more than 13 million farmers, many of whom work the land every day with little time to rest or upskill. Despite being the backbone of the nation, many farmers lack access to soil knowledge, resulting in overworked land, reduced soil quality, and lower yields.
Tra Mongkut Fertilizer aims to change that.
For over a decade, the company has been building Thailand’s largest soil database, capturing over 300 soil types nationwide. Alongside this, Tra Mongkut developed Model Farms, each tailored to specific soil conditions to test and refine the best farming techniques.
Today, for the first time, this knowledge is being opened directly to farmers.
Introducing Soil Stay: A Soil-Based Farm-Stay Experience for Thai Farmers
Soil Stay works like an agri-tourism version of Airbnb — but instead of money, We collect soil samples from farmers.
Using the sample, Tra Mongkut analyzes the soil type and matches each farmer with a model farm that shares the same soil profile but demonstrates higher productivity and better farming practices. During their stay, farmers can:
- Rest during the off-harvest season
- Learn proven farming methods tailored to their exact soil type
- Return home ready to improve productivity immediately
The program seamlessly blends soil science, data technology, agricultural education, and experiential tourism to address soil degradation and enhance long-term farmers’ well-being.
Strong Recognition and Early Impact
The Soil Stay program was recently showcased at the Thailand Sustainability Expo 2025, receiving strong support from government agencies, agricultural organizations, and sustainability advocates.
More than 10,000 farmers have already registered for the next phase of the program — marking a major milestone in data-driven, farmer-centric innovation.
CREDITS
VML
Global Chief Creative Officer: Debbi Vandeven
Deputy Global Chief Creative Officer: Rafael Pitanguy
APAC Chief Creative Officer: Paul Nagy
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Chatchai Butsabakorn
Creative Group Head: Kunat Chaengcharat
Senior Art Director: Nuttawut Chukanthong
Copywriter: Paritpong Panyaboon
Client Service Director: Wasna Jirasuradej
Account Director: Pufah Nuntavisit
Senior Account Executive: Patteera Thanapatworanan
Chief Strategic Officer: Ekaluck Charanvas
Data Analytics Manager: Kunakorn Sansuk
Senior Project Manager: Mira Vasukulkasemtorn
Producer: Jiraporn Channawach
Tra Mongkut
General Manager: Preeprem Apinhasamit
General Marketing Manager: Duanghatai Kassuwan
Brand Manager: Kamchai Sartruangsakul
Brand Manager: Areewan Soontralak
Market Information: Ronnarit Phumphruk
Marketing and Designer: Khanawat Monthonphatanawong
Marketing and Designer: Sareeyaparn Khanthamala
Agronomist Team: Taksin Yongja
Agronomist Team: Nawapat Sukkasem
Organizer: Dhospaak Co., Ltd.
