Vendors struggle despite aid plan

The Commerce Ministry's proposed 40-baht khao kaeng scheme was intended to ease living costs. Instead, it has exposed a simple reality in markets across Thailand: many vendors are already selling meals at that price without government support.

At a busy Lat Pla Khao market in Bangkok's Bang Khen district, customers queue before dawn at Pee Pen's Southern Food stall, where khao kaeng or a dish of rice with one choice of kab khao (side dishes) has cost 40 baht for more than a decade.

The stall has become a rare example of price stability in an era of rising food, energy and labour costs.

"I simply cannot afford to let down the regular customers who have supported us for more than ten years," said Pen, the owner. "We have reduced vegetable portions to cope with higher costs, but we refuse to compromise on the amount of meat, the quality of rice or our spices."

Each morning, the stall offers about 30 varieties of side dishes, many containing generous portions of meat. Pen begins work at 5am and often sells out by 9am.

The business survives largely because of scale and family connections. By buying meat and vegetables in bulk alongside relatives who operate stalls in the same market, she reduces purchasing and transport costs.

Even then, daily operating expenses, including ingredients, rent and wages, exceed 25,000 baht. Sales can range from 10,000 baht to 35,000 baht a day depending on customer traffic.

"Because we don't carry any debts, we manage to survive," Ms Pen said. "With or without government subsidies, we will do our best to maintain this quality-to-price ratio."

Her experience reflects one of the central criticisms levelled at the ministry's proposal. For many vendors, keeping prices low depends less on direct subsidies and more on business circumstances, purchasing power and debt levels.

The ministry unveiled the proposal on July 11 as an expansion of the Thais Help Thais Plus co-payment programme. Commerce Minister and Deputy Prime Minister Suphajee Suthumpun said the initiative aimed to recruit 100,000 food outlets nationwide to offer affordable meals while maintaining quality and portion sizes.

Participating shops could receive support of 3,000, 5,000 or 10,000 baht to help offset ingredient costs. The scheme was expected to run for at least three months and could have started before August if approved by the cabinet.

Under the proposal, restaurants would voluntarily offer selected dishes, such as rice topped with two side dishes for 40 baht.

However, criticism emerged almost immediately from opposition politicians, former lawmakers and food vendors.

Across the same market, Annie Khao Kaeng also sells meals starting at 40 baht. Yet its owner said maintaining those prices requires far more than government assistance.

The eatery moved from a market stall into a roadside shophouse after the owner's husband accepted an early-retirement package. The relocation consumed much of the family's savings and brought new financial pressures, including a monthly rent bill of 30,000 baht.

"It took six months before customers found us and started coming back regularly," the owner said. "Patience was everything."

Unlike Pen's operation, Annie Khao Kaeng offers about 10 side dishes a day and relies on two trading sessions, from early morning and again in the afternoon, to generate enough income.

The owner has also embraced technology, creating a Line group to promote daily menus and secure advance orders.

Government support schemes, she added, can create their own challenges.

"If you don't have strong cash reserves, subsidies can become a problem," she said. "Payments sometimes arrive later than expected. When margins are tight, waiting for funds before buying fresh ingredients creates a bottleneck."

Facing mounting criticism, Ms Suphajee has since paused the proposal pending further review.

She stressed the plan had not been cancelled but required a more thorough assessment of both pricing and implementation.

The ministry was concerned that subsidising only some restaurants could distort market competition and potentially harm millions of small food vendors who would not receive support.

"Our intention is to help reduce living costs, particularly for low-income earners who depend on affordable cooked meals every day," Ms Suphajee said. "But we must also ensure that any intervention does not damage the wider market."

She noted that the ministry's direct influence lies mainly in reducing ingredient costs rather than controlling rents, wages or energy prices.

Critics argue that broader structural issues deserve greater attention.

Thaipakdee Party list-MP Dr Warong Dechgitvigrom, who previously ran a 10-baht meal project, supported efforts to help consumers but questioned whether the scheme could be effectively monitored. He warned of potential abuse and the emergence of so-called "ghost" restaurants claiming subsidies without delivering genuine benefits.

Democrat Party deputy leader Chaichana Dechdecho also criticised the proposal, saying that inexpensive meals already exist in schools, provincial communities and government facilities.

For vendors such as Ms Pen, the debate feels detached from daily reality. Long before the government proposed a 40-baht meal, many small operators had already been finding ways to provide one. Their challenge is not setting the price. It is keeping the business alive while doing so.