Issue 53

Thai exporters are discovering that the market for the country’s key export crop is varied and lucrative.

Rice remains Thailand’s main export crop. According to the Strategic Planning Alliance (2011-2016), prepared by the National Science and Technology Development Agency (NSTDA), rice generated approximately 170 to 200 billion baht (US$4.8 to 5.7 billion) per year across the period.

Although the situation of the Thai rice industry remains positive due to the variety of consumer lifestyles and the current health-conscious trend, there is still the potential for more products. Many companies are using the strength and unique characteristics of Thai rice to expand their product line.

Research conducted by the New York branch of the DITP, released on September 10, 2015, highlights the potential growth for gluten-free and allergen-free products. This includes rice cereals, naturally coloured rice, gluten-free rice pasta and whole grain brown rice vermicelli.

Food Specialize has been a supplier of various kinds of seasoning sauces for more than 46 years. A couple years ago, the company realised the concern about gluten allergies from wheat flour was increasing in European consumers. So, the company looked to new products that could meet the changing consumer demand. It found that Thai rice could produce pasta. Consequently, it developed an organic brown rice pasta under the brand ‘Pasmily’ – standing for pasta that the whole family can eat.

“Our brown rice pasta contains high nutrition,” Sarute Nakaratanakorn, the company’s sales and marketing manager, says. “It’s gluten free and good for the health. We’ve got very positive feedback from customers, although our product was only launched at the beginning of 2016. Our main customers now are from European countries such as German, the Netherlands, Belgium and Luxemburg, and we plan to expand to other countries soon.”

Nakaratanakorn believes there is much scope for other processed rice products due to the worldwide recognition of the quality of Thai rice.

Ornticha Tangjaichertchutam, export sales manager for Diamond Preserved Food, agrees.
“Our customers always say that when they see the product labelled ‘Thai Rice’, it makes them want to buy because Thailand is regarded as the finest product,” she says. “Therefore, Thai rice and processed rice products will grow continuously for sure.”

The company has supplied food dressings for over five years. Now, it retails a jasmine rice vinegar under the brand Signature Thai.
“Our jasmine rice vinegar gets very good feedback from customers, especially in the Middle East because it tastes delicious, and it provides natural sweetness and the sweet smell of the rice,” she says. “Importantly, it truly is a healthy product.”

For more information, please visit: www.ditp.go.th, www.foodspecialize.com, This email address is being protected from spambots. You need JavaScript enabled to view it." target="_blank">This email address is being protected from spambots. You need JavaScript enabled to view it.

Words by: Patcharee Taedangpetch, Photo courtesy of Food Specialize Co Ltd and Diamond Preserved Food Co Ltd