# Thailand Elevates Rice Market with Premium Strategy

- Link: https://www.thailand-business-news.com/dubai/275403-thailand-elevates-rice-market-with-premium-strategy
- Published: 2026-01-01T12:21:33+07:00
- Author: PRD Thailand

**The Ministry of Commerce is branding Thai rice as a premium product, enhancing
its appeal through unique varieties. This initiative aims to support small farmers,
boost incomes, and increase market visibility.**

---

## Key Points

 * The Ministry of Commerce is promoting “Premium Rice” to reposition Thai rice 
   as a high-quality product, moving beyond traditional commodity exports. This 
   initiative focuses on unique aroma, texture, and health benefits tailored for
   consumers and professional kitchens, particularly for dishes like fried rice 
   and congee.
 * Research has identified nearly 900 native Thai rice varieties with strong commercial
   potential. By emphasizing local strains with unique traits, Thailand aims to 
   enhance its competitiveness in the global rice market, addressing challenges 
   faced by small-scale farmers and promoting value-added production.
 * Implementation involves 200 model farmer groups categorized by readiness levels.
   Certified organic groups are entering new markets, while developing and entry-
   level groups receive support in processing and training. The ministry partners
   with various organizations to increase visibility for Artisan Rice through cooking
   shows and airline collaborations.

The Ministry of Commerce is repositioning Thai rice as a premium product by promoting“
Premium Rice,” a category defined by distinctive aroma, texture, and specialized
functional qualities. The approach is set to move Thai rice beyond conventional 
commodity exports by offering varieties tailored for health-conscious consumers 
and professional kitchens, including rice suitable for fried rice, congee, and low-
glycemic diets.

ADVERTISEMENT

Joint research with partners across multiple sectors has identified nearly 900 groups
of native Thai rice varieties with strong commercial potential. These local strains
possess unique genetic traits that support higher-value positioning in both domestic
and overseas markets, strengthening Thailand’s competitiveness in the global rice
trade.

The policy responds to long-standing challenges faced by small-scale farmers, who
have typically sold unmilled paddy rice at low margins and with limited bargaining
power. The ministry, by upgrading local and GI rice grown through region-specific
knowledge, is shifting farmers toward value-added production that can deliver higher
incomes and greater market leverage.

Implementation has begun with 200 model farmer groups organized into three readiness
levels. Groups already certified under organic standards are expanding into new 
markets, with 20 rice varieties now undergoing test sales in Middle Eastern destinations
such as Dubai. Developing groups are receiving support for processing equipment 
and links to local restaurants and hotels, while entry-level groups are undergoing
training in rice selection, milling techniques, and sales channel development.

### Related**Posts**

###  󠀁[Thailand’s Queen Suthida Pilots Royal Boeing 737 Back From Japan Visit](https://www.thailand-business-news.com/national/336477-thailands-queen-suthida-pilots-royal-boeing-737-back-from-japan-visit)󠁿

###  󠀁[Thai Cabinet to Review 2027 Rail Fares and Rabbit Card Refund Plan](https://www.thailand-business-news.com/national/335791-thai-cabinet-to-review-2027-rail-fares-and-rabbit-card-refund-plan)󠁿

###  󠀁[Thai PM Orders Nationwide Crackdown on Illegal Nominee Land Holdings](https://www.thailand-business-news.com/law/335324-thai-pm-orders-nationwide-crackdown-on-illegal-nominee-land-holdings)󠁿

###  󠀁[Thai PM Heads Abroad to Boost Trade and Investment](https://www.thailand-business-news.com/investment/329519-thai-pm-heads-abroad-to-boost-trade-and-investment)󠁿

To increase visibility, the ministry is working with Heliconia H Group to feature
Artisan Rice as a primary ingredient on popular cooking shows broadcast across Asia.
Partnerships with Thai Airways, AirAsia, and Bangkok Airways are also placing these
rice varieties in airline lounges and onboard meals.  

**Source** : [Thailand Rebrands Rice with “Premium” Strategy](https://thailand.prd.go.th/en/content/category/detail/id/52/iid/460729)