Somhatai MosikaAs competition in the global rice market rises, Thailand must redesign its strategies to maintain market share and explore new frontiers. She noted Thai hom mali rice remains the top choice of US consumers, with sales consistently rising despite high prices. For the 2025/26 crop, Thai hom mali rice is US$1,120 per tonne and Pathum Thani fragrant rice is $680 per tonne, while Vietnam's fragrant rice is $460-900 per tonne, depending on the variety, according to the Thai Rice Exporters Association. To achieve this objective, the Commerce Ministry initiated the Khaopraneat project to promote Thai rice in a new segment. The scheme seeks to elevate Thai rice from a common commodity to a cultural product with distinctive flavour, identity and value.

Source: Bangkok Post December 28, 2025 23:58 UTC