Issue 34

Growing health concerns are driving consumers to be more mindful when buying food – from organically grown, to gluten-free and GI-certified. GI rice from Thailand may be the answer to consumers’ needs.

Geographical indication or GI is a sign that reveals the origin of a product – whether it is a province, region or country. In Thailand, GI rice can be found in only a handful of places such as Sung Yod Rice in Phatthalung Province, Khao Wong sticky rice in Kalasin Province and Thai Hom Mali Rice from the area of Thung Kula Rong Hai in the Northeastern region.

Rice has always been an important export for Thailand. According to the Thai Rice Exporters Association, in 2014, 10.97 million tons of rice worth 174,855 million baht was exported from the country, a 65.9% growth compare to 2013.

Promoting GI rice for domestic consumption and export has many benefits for the rice industry, from the preservation of tradition varieties to encouraging farmers to grow different types of rice to maintain the selling price of the crop.

“We want people to be aware of the areas that grow GI rice, we want to raise [selling] prices for farmers so they continue to grow traditional varieties,” says Rawisara Nakeerak, an officer at the Rice Department. “If farmers see the success of initial groups of farmers [who grow GI rice] they will want to do it too. Organic farmers faced difficulties at first but now others farmers are more interested in growing their crops organically, which is also good for farmers’ health in the long run. Consumers are now willing to pay more for GI and organic produce.”

Many companies are also linking with farmers in the five provinces covering the area of Thung Kula Rong Hai to package and distribute GI rice.

“We’ve been working with the Rice Department to improve the lives of farmers in Thung Kula Rong Hai; the department tests the quality of the soil and advises farmers on growing their crops, and we buy the rice from farmers,” says Tewarit Seemakhan, International Sales and Marketing Office of J.P. Rice International.

The GI sign helps consumers find the origin of the rice that they are looking for, according to Seemakhan.

“Some people would say they tried delicious Thai Hom Mali Rice in restaurants abroad, but they don’t know where to find it themselves. The GI certificate shows that our rice is 100 percent from Thung Kula Rong Hai and has a consistent quality,” he says.

Seemakhan also explains that as the soil in Thung Kula Rong Hai is dry and high in salt content, the rice has to have long roots to benefit from the nutrients in the soil, yielding a better taste, fragrant scent and a unique glutinous texture.

Their rice is exported to Belgium and China, with growing interest from Taiwanese importers. “Now many foreign importers are eager to buy organic rice and GI rice from Thailand, they are confident about the quality of Thai Hom Mali Rice,” says Seemakhan.

Words by Sirinuch Borsub