Thai jasmine rice urged to enter Iranian market

BANGKOK, 28 December 2009 (NNT) – The Department of Export Promotion suggests to Thai jasmine rice exporters to penetrate the Iranian market.

Director-General of Export Promotion Department, Srirat Rattapana, said that currently Thai rice was sold in the Iranian low market at the price of 1.3 USD per kilogram while Thai jasmine rice, which is considered a high quality product, was sold very little in the market.

The DEP chief stated further that there were opportunities for jasmine rice in Iran since the country’s rice demand was as high as 1.6 million tons a year. He said jasmine rice exporters should focus on Iranian middle-class people who could afford the rice.

Ms Srirat said the exporters should also position jasmine rice as an alternative product to Iranian fragrant rice and basmati rice from India. Jasmine rice’s nutrition benefits should be promoted to Iranian consumers at the same time.

Jasmine rice was still not so popular in Iran and it should be sold in a package of 5-10 kilograms in department stores and groceries, the director-general said. Research on the rice is also needed since Iranian consumers like to eat rice which is white in color, has a strong fragrance, is mellow and has long grain.