This research aims to study the structure and activities of a canned pineapple supply chain in Prachuab Kirikhan from upstream, midstream, to downstream and to give recommendations and guidelines for industrial supply chain development. The study used one of the biggest canned pineapple companies in Thailand as a case study. The data collection instrument was an in-depth interview of the administrators and some keymen in that company by giving topics of the canned pineapple supply chain. This research is qualitative, and the analysis instruments were content analysis, value chain analysis, and SWOT analysis.

The results revealed that the supply chain of the canned pineapple industry started from the upstream that concerned fresh pineapples as the major production factor. Most of them were from contract farmers, non-contract farmers, local suppliers, and offshore suppliers. The proportion of contract and non-contract farmers was about 60:40, and deals were made by the brokers. The midstream comprised two parts, which were canned pineapple factory and warehouses. Besides, they were subdivided into 2 tiers that consisted of rental warehouses and transportation agencies. The production process under the midstream was labeled and non-labeled cans. The results of the value chain of the factory, as the case study, could be explained by its activities, which were primary activities and support activities. After adjusting the activities of the value chain, it eventually showed a decrease in cost by 100 million baht in the stimulation of the factory after purchasing fresh pineapples from nearby sources. Furthermore, one positive result of the spread of COVID-19 was that the orders from overseas customers had increased because the needs for foods had increased and the major food factories in many countries had stopped their production lines. Besides, the new methods were founded to increase work efficiency and reduce the costs in the COVID-19 situation. They are collaboration internally and externally, Right Product-Right Time-Right Quantity-Right Quality, World Class Manufacturing, Reengineering, Traceability& Recall, Good Governance, and Project Horizon. These concepts were applied to the supply chain of this industry.