Thailand's Department of Commerce Selects 466 Rice Producers to Boost Value Beyond Fragrant Rice

Key summary

The Thai Ministry of Commerce has selected 466 rice producer groups nationwide to develop 'Praneat' (refined) rice varieties, focusing on unique strains, aroma, and taste to connect farmers with high-end markets such as hotels, restaurants, and chefs. Dr. Kiridha Phapichit, Deputy Minister of Commerce, highlighted the initiative at the KHAOPRANEAT Fair 2026 held from October 22–25, 2026, at One Bangkok. The Department of Domestic Trade will use tools like Rice Taste Profile and Rice Flavor Wheel to standardize quality and facilitate business matching. An example cited is 'Bai Teoy' fragrant rice from Nakhon Sawan, which saw its price increase from approximately 35 baht per kilogram to 60–80 baht per kilogram after marketing efforts highlighted its unique qualities. Upcoming events include a market promotion in Chiang Mai and the Thailand Rice Fest 2027.