Tra Mongkut and VML Thailand turn soil data into experience with B2B farm-stay program
Tra Mongkut Fertilizer, one of Thailand’s leading names in plant nutrition, has partnered with VML Thailand to officially launch “Soil Stay.” This 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.
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.
Tra Mongkut Fertilizer aims to change that.
Today, for the first time, this knowledge is being opened directly to farmers.
Introducing Soil Stay
Soil Stay works like an agri-tourism version of Airbnb – but instead of money, they 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.
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.
“Our goal is simple: to help Thai farmers farm smarter, not harder,” said Duanghatai Kassuwan, General Marketing Manager for Tra Mongkut Fertilizer. “Sustainable agriculture begins with understanding your soil – and with giving farmers the knowledge, rest, and support they deserve.”
Credit
Agency: VML
Debbi Vandeven: Global Chief Creative Officer
Rafael Pitanguy: Deputy Global Chief Creative Officer
Paul Nagy: APAC Chief Creative Officer
Park Wannasiri: Chief Creative Officer
Chatchai Butsabakorn: Executive Creative Director
Kunat Chaengcharat: Creative Group Head
Nuttawut Chukanthong: Senior Art Director
Paritpong Panyaboon: Copywriter
Wasna Jirasuradej: Client Service Director
Pufah Nuntavisit: Account Director
Patteera Thanapatworanan: Senior Account Executive
Ekaluck Charanvas: Chief Strategic Officer
Kunakorn Sansuk: Data Analytics Manager
Mira Vasukulkasemtorn: Senior Project Manager
Jiraporn Channawach: Producer
Client: Tra Mongkut
Preeprem Apinhasamit: General Manager
Duanghatai Kassuwan: General Marketing Manager
Kamchai Sartruangsakul: Brand Manager
Areewan Soontralak: Brand Manager
Ronnarit Phumphruk: Market Information
Khanawat Monthonphatanawong: Marketing and Designer
Sareeyaparn Khanthamala : Marketing and Designer
Taksin Yongja: Agronomist Team
Nawapat Sukkasem: Agronomist Team
Dhospaak Co., Ltd.: Organize
