Thailand to promote premium quality rice overseas

BANGKOK, 21 May 2010 (NNT) – Commerce Minister Pornthiva Nakasai has ordered the Department of Foreign Trade to adjust overseas Thai rice marketing plans by sending premium quality rice to attract high-end consumers.

The minister stated that marketing plans for Thai rice must be adjusted to enhance more confidence of consumers towards the quality and uniqueness of premium grade Thai rice. She said the plans must aim to maintain Thai jasmine rice exporting markets to expand continuously.

Ms Pornthiva added that other premium rice of different grades would be offered to consumers apart from jasmine rice such as organic jasmine rice and other rice strains registered with geographical indication (GI). Since these types of rice are not mass produced, they have a strong selling point.

The demand for organic jasmine rice in the EU, the US, Australia, China, Hong Kong, and Singapore has been increasing following the trend of health care and environmental concerns.

Ms Pornthiva then announced that she would promote Thai rice in many countries in 10 road show trips from June to September this year. The commerce minister will visit the UAE, Iran, and Syria from 4 to 9 June, before proceeding to South Africa, Madagascar, and Mauritius from 20 to 26 June, and lastly to Libya, Nigeria, and Ghana from 9 to 15 July.