The Ministry of Commerce has unveiled a new initiative to elevate Thailand’s rice industry through a premium branding strategy known as “Exquisite Rice” (Khao Praneat), focusing on flavour profiles, geographical origin, unique identity, and producer information. The initiative aims to shift exports away from bulk commodities and towards high-value, niche markets, providing small-scale farmers with opportunities to achieve prices five to ten times higher than conventional rice.
The strategy, highlighted during the Thailand Rice Fest 2025 in Nonthaburi, demonstrates a market-oriented approach similar to the marketing of specialty coffee or fine wine. During the Business Matching segment of the event, the Ministry facilitated an initial sale of 450 tonnes of Exquisite Rice, valued at 16 million baht, signaling strong international demand for premium Thai agricultural products.
The initiative emphasizes the importance of quality and transparency, encouraging international buyers to consider taste, origin, production story, and detailed consumption information. According to Commerce Ministry statements, clearly articulating flavour notes, ideal culinary pairings, and regional provenance allows global buyers to recognise inherent value and accept premium pricing.
The Ministry is implementing a new market system to reflect the true quality of rice, compiling a database of over 700 to 800 producer groups nationwide. The first 200 groups are entering the quality enhancement process to ensure that each rice variety is traded based on verified quality rather than averaged pricing. The initiative is expected to provide sustainable income and strengthen Thailand’s position in high-value rice markets.
The Exquisite Rice strategy also leverages Thailand’s genetic advantage, with more than 5,000 indigenous rice strains, to target specialised markets despite a lower yield per rai compared to regional competitors. Quality verification and accessible data have become critical components of this transition, allowing chefs, hotels, food entrepreneurs, and international buyers to select rice from a reliable database rather than relying on subjective assessment.
The 16-million-baht export deal serves as concrete evidence of growing global interest in premium Thai rice and underscores the potential of branding and data-driven marketing to transform Thailand’s rice economy, providing economic benefits to farmers and enhancing the country’s reputation in high-value agricultural exports.
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