Issue 35

The youth are the hope of tomorrow. This saying applies as much to traditional areas, such as rice production, as to high tech industries. Horizon Thailand talks to one young woman prepared to take up the challenge.

Though traditionally an agricultural country, in recent years Thailand has seen a trend towards heavy industry and services. Fearing a move away from the country’s traditional values a new generation of Thais have returned to traditional ways, while giving it a fresh twist.

Hug Organic is a prime example of the new generation of rice producers. The current owners have inherited the folk wisdom and raw materials from former generations to develop new products.

“Rice is not only for eating, rice is much more than that,” says Pamornrat Panrattanapong, the assistant managing director of Hug Organic.

According to Panrattanapong, Hug Organic’s most popular products are Hom-nin rice moisturizing body lotion, Hom-nin rice moisturizing shower gel and rice milk cream scrub. The company’s products are completely natural, soothing, non-allergenic, aromatic and contain many beneficial vitamins and nutrients, she adds.

“Customers love our products made from Thai rice in terms of quality, high nutrition and uniqueness (good taste and great smell),” she says.

Recently, Hug Organic has started exporting its products to Vietnam, and is attracting interest from Laos and Japan.

It is not just the range of rice products that are new, Panrattanapong has discovered that new media, especially social media, is effective for carrying out market research and promoting the company’s goods.

“Before launching products, we search the information about the target market,” she says. “We do online business via website, email, Line, Facebook and Instagram. These channels open our door of opportunity much faster and wider than former business ways.”

Panrattanapong believes it is the responsibility of young Thais to promote the quality of the country’s rice around the world.

“I don’t think that rice production is out-of-date work as rice is the most valuable treasure of Thailand,” she says. “We, the young generation should maintain it and add value to what we already have and continue bringing Thai rice and Thai rice products to the world market.”

For more information, please visit http://www.hugorganic.com

Words by: Patcharee Taedangpetch, Photo courtesy of Hug Organic