Issue 14: 31 October 2014

Thailand’s rice industry demonstrates that quality is just as important as quantity in today’s increasingly health conscious world.

Just some of the many Natural food products available from Medifoods

Thailand is the kingdom of rice. However, at the biggest gathering of Thailand’s food produce, the DITP’s ThaiFEX 2014, a new angle to the country’s industry was introduced - rice farming is no longer all about the yield.

“At least for Medifoods, growing rice is about sustaining our farmer, their communities and the agricultural environment,” says Warren Barr, CEO of Medifoods.

The concept of khon tham na demonstrates his company’s commitment to working with and gaining public trust in the quality of its produce. Medifoods Director Ben Boonlai explains that the expression is a combination of khon meaning humans, tham which resembles that of Dhamma in Buddhism and means the truth, and na which means both the result of good deeds and practical learnings, developed in the fields, that we pass on to future generations.

“Medifoods believes that when nature meets innovation, it results in the sustainable way of life for everyone in the circle,” says Boonlai. “The environment which is the rice field, the community which embraces farmers and people in this line of work, and rice which is the main food supply that ensures Thailand’s abundant food safety and food security, need to go together in order to drive the economy.”

In an approach that could appropriately be called going back to the future, Boonlai believes that a new way of thinking is needed in order to battle against disease. “So we are introducing the organic farming methods, and educating consumers to eat whole foods, in an effort to fight against NCD [non-communicable diseases],” he says.

Barr cites the new trend towards Thai Riceberry rice as reflecting increased consumer concern about health. “This form of whole grain rice, packed with antioxidants, provides an excellent source of fibre, plant protein, essential vitamins and minerals for daily consumption.”

The company’s efforts to improve the quality of Thailand’s rice has not gone unnoticed. Medifoods has won the World's Best Rice Award 2010, World's Most Remarkable Quality Award 2011 and Thailand’s Signature Hom Mali Rice Award 2012. Its most famous products are the world’s first and only gourmet Virgin Phyto-essential Oil (VPO®) and their Rizsterols® supplements, which comes in both liquid and capsule forms.

“By controlling the quality of every step in the supply chain, and training farmers in Organic methods [it] helps return better quality harvest and [long-term stability] for Thai farmers in northeastern province Chaiyaphum,” says Boonlai.

Boonlai believes that adding innovation to traditional production processes, is a successful formula not only for the country’s rice industry, but one that can be replicated across many sectors.

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

Words by Phraewphan Puangkasem.