Promotes organic jasmine rice

BANGKOK, 6 January 2011 (NNT) – The Commerce Ministry is prepared to introduce organic jasmine rice to the world market, hoping to double the value from the regular type.

The Department of Foreign Trade (DFT) is planning to promote the organic jasmine rice, focusing on countries with high demand. Cooperation will be sought from shopping malls and restaurants in introducing the rice to consumers to increase its popularity and stimulate the sales.

The Department believes that the rice could penetrate the market easily, thanks to its unique qualities, such as good scent, softness, and no contamination. With people, especially in developed countries, shifting their demands to healthy and hygienic food, organic jasmine rice is expected to be popular despite being costly.

The DFT has been cooperating with the Rice Merchants’ Association of Hong Kong and leading restaurants in the country to promote the organic rice. The response has been good.

Markets with high demand for organic jasmine rice include the EU, the US, Singapore and Hong Kong. The Department is also looking to promote other types of rice with unique qualities to give more options to consumers and open more opportunities for Thai rice exporters.