Thailand has long been named the "Kitchen of the World" due to its rich culinary traditions and diverse flavourful dishes. However, the country is now experiencing a new wave of innovation in the form of agri-tech, which is revolutionising its agriculture landscape. This technological advancement sets the stage for increased global exposure for Thai agricultural products, including exporting rice packs for exhibition purposes overseas.
One of the driving forces of Thailand’s growing agri-tech industry is the Thailand 4.0 policy. This policy aims to attract new investment by moving the economy forward through innovation in manufacturing and other services. One of its target industries was the agricultural sector, which adopted a central policy, known as Agriculture 4.0. Under the Agriculture 4.0, the farming industry applies advanced technologies, such as agriculture drones for fertiliser sprayer, and precision farming to monitor farm health. They also implement smart farming, which helps control farm activities, like watering, harvesting, and the like.
As a result, they have produced high-quality agricultural products, like Thai rice packs which are now being shipped overseas for food exhibition purposes. This allows international stakeholders, including retailers, distributors, and other industry professionals, to evaluate the quality, characteristics, and potential of Thai rice varieties. By showcasing Thai rice packs at international exhibitions, Thai rice exporters can showcase not only the quality of Thai rice but also their brand name so that they can compete with the global market.
Understanding Thailand’s renowned high-quality rice
When it comes to rice, Thailand is renowned for its exceptional quality and taste, due to the efforts of Thailand’s Rice Department. They worked on facilitating and streamlining the research and development of various agricultural disciplines to improve rice production in Thailand. They also studied various aspects of rice production, such as yield and quality, seed production and distribution, as well as fostering knowledge of rice cultivation, among others.
With over 10 million hectares of rice plantations and 3.7 million farmer households, the country continues to innovate their rice production through modern-day technologies and the development of rice varieties.
So, how much rice does Thailand export worldwide, given its rich resources and modern agri-technologies? Rice is one of the top food products that Thailand exports overseas. The Thai Rice Exporters Association reports that Thailand has a record 7.7 million tons of rice exported in 2022. As per statistics recorded by Statista, Thailand is one of the largest rice exporters in the world, next to India. Thailand exports a range of rice varieties, and one of its varieties that has gained the reputation of being the finest in the world is named “Hom Mali Rice”, popularly known as Jasmine rice.
Discover the different popular types of rice in Thailand
Thai rice encompasses a diverse range of varieties, each with its own characteristics. Some of the most popular types of Thai rice include:
1. Jasmine rice
Jasmine rice, or Hom Mali rice (translates to Jasmine fragrance), is perhaps the most famous and beloved type of Thai rice. The “Jasmine” name came from the colour of its grain, which is as white as the Jasmine flower. Jasmine rice is a staple in Thai cuisine, often paired with a variety of dishes. Its fluffy grains and fragrant profile make it a popular choice in Thailand and around the world. According to reports from the Thai Exporters Association, 1.2 million tons of Thai white Jasmine rice was exported in 2022, making it the second most exported rice variety in the country.
From its popularity, Thai Jasmine rice has taken centre stage in many global competitions and has taken the top spot as the “Best Rice in the World” during the award ceremony in Dubai, UAE, by the United States Rice Traders Association on December 7-9, 2021. So far, Thai Hom Mali rice has won the title eight times, and despite the country’s accomplishments, the Thai Rice Exporters Association expressed how the country strives to make more efforts to develop better and cheaper Jasmine rice to compete with other rice exporter countries.
2. White rice
White rice is the most commonly traded rice variety worldwide, and Thailand is a major exporter, accounting for about 39.1% of global white rice exports. This type of rice undergoes a polishing process, which removes the outer bran and germ layers, resulting in its signature white appearance. Aside from the white Jasmine rice, Thailand also produces other varieties of white rice, namely Khao Leuang Patew Chumphon and Khao Jek Chuey Sao Hai.
Khao Leuang Patew Chumphon is a traditional rice variety cultivated in the Patew District of Chumphon Province. The grains of Khao Leuang Patew Chumphon are long, shiny, and have a distinct yellow colour. Due to its productivity and adaptability to the local area and weather conditions, Chumphon farmers often choose to grow this type of rice. On the other hand, Khao Jek Chuey Sao Hai is a high-quality local rice variety that hails from the Sao Hai district in Saraburi province. This Thai rice variety is particularly favoured for its excellent quality and is widely used to produce sweets and various types of pasta.
3. Glutinous rice
Glutinous rice, sometimes referred to as sticky rice or sweet rice, is a unique variety that becomes sticky and chewy when cooked. Despite its name, glutinous rice is gluten-free. It has a higher starch content compared to other types of rice, resulting in its characteristic stickiness. Glutinous rice plays a vital role in Thai cuisine, particularly in the northeastern region of the country, where it is a dietary staple. However, glutinous rice is also consumed throughout Southeast Asia, with different countries incorporating it in their own unique dishes. Statistics by the Thai Export Association indicate that glutinous rice exports in Thailand amount to around 171,424 metric tons in 2022.
4. Brown rice
Brown rice, also known as husked rice, is the whole grain version of rice, which means it retains the bran and germ layers, unlike white rice. This gives it a chewy texture, nutty flavour, and a higher nutritional value. Though not as popular as white rice or Jasmine rice, it’s still recorded that Thailand exports around 89, 101 metric tons of brown rice worldwide.
Leveraging top exhibitions for your Thai rice exposure
If you are a Thai rice exporter that wants to showcase your Thai rice brand, one of the most effective strategies is to participate in top food exhibitions and connect with potential buyers and distributors from around the world. These exhibitions provide an excellent platform to showcase the quality, diversity, and authenticity of Thai rice. Here is how you can leverage exhibitions to introduce your brand of Thai rice:
1. Select the right exhibitions for maximum impact
When it comes to leveraging top exhibitions for brand exposure, you must carefully select the right events that align with your target audience and business goals. In the case of Thai rice exporters, focusing on food-related exhibitions is key.
Consider renowned international food exhibitions, like Anuga in Germany or FOODEX in Japan. Allgemeine Nahrungs-und Genussmittel-Ausstellung (Anuga) is considered one of the world’s largest and most important food and beverage fairs. It can be a great place for Thai rice exporters to connect with relevant buyers and decision-makers for potential business opportunities and networking. One reputable food trade show in Asia is FOODEX JAPAN, which can also be the ideal trade show to exhibit your Thai rice product. FOODEX JAPAN has a history of bringing together 2,500 leading food and beverage companies, from more than 60 countries and regions. It’s also an avenue of networking opportunities, developing new business relationships and strengthening the existing ones.
These events often attract a wide range of industry professionals around the world, including importers, distributors, retailers, and even end consumers, providing valuable networking opportunities and potential business partnerships for your Thai rice brand.
2. Showcasing quality, diversity, and authenticity
When exhibiting your Thai rice brand, it is essential to highlight the unique selling points of your product. Showcase the exceptional quality, diversity, and authenticity of your Thai rice to captivate the attention of potential buyers and distributors. Create an engaging booth that showcases the different rice varieties you offer, complete with informative displays, attractive packaging, and visual aids, such as videos or images of your rice fields and your cultivation process.
Consider providing samples of cooked rice for visitors to taste and experience firsthand the superior flavour and texture of your Thai rice. These interactive experiences can leave a lasting impression on attendees and increase the likelihood of future business collaborations.
3. Targeting key stakeholders
While exhibitions attract a diverse range of attendees, you must focus on connecting with key stakeholders who can further your brand's reach and distribution. Target exhibition organisers, food service professionals, restaurant owners, hoteliers, B2C processed food sellers, and importers of rice and related products. Building relationships with these stakeholders can open doors to new market opportunities and distribution channels for your Thai rice brand.
Engage in meaningful conversations, exchange business cards, and gather contact information from interested parties. Follow up promptly after the exhibition to nurture these connections and explore potential collaborations or partnerships. Consider organising private tastings or meetings to provide a deeper understanding of your brand and its offerings. Emphasise the quality, reliability, and traceability of your Thai rice products to build trust and establish your brand as a reliable source of premium rice.
