Thailand is regarded as an emerging economy that has experienced rapid industrial growth. Nonetheless, 65% of the country's workforce is employed in agriculture -- ranging from the traditional rice sector to expanding export-oriented cultivation of products such as tropical fruits and cotton. In order to boost agricultural production and efficiency there has been a marked increase in the use of more powerful agricultural chemicals, both herbicides and pesticides. Anecdotal evidence indicates an increased incidence of agrochemical misuse and occupational farm worker exposure, partly due to field workers’ inadequate understanding of the acute toxicity and long-term health hazards associated with improper pesticide use. Marketing strategies that aim to maximize pesticide sales sometimes exacerbate these problems. At the same time, economic losses can occur if unacceptable levels of pesticide residues are found in produce designated for export.