Mr. Kampanat Manathanya, Managing Director of Chia Meng Marketing Co., Ltd. revealed that the Thai rice business still has high potential, especially in the premium market such as Thai jasmine rice, which is recognized for its quality worldwide. However, the rice business faces challenges such as competition from competing countries, climate change, and higher production costs. Therefore, adapting by introducing technology into the production process, developing new products that meet the health trends of consumers, such as organic rice, reduced-sugar rice, easy-to-consume rice products, and building a strong brand in the premium market are key factors that make the Thai rice business grow sustainably.

“Consumers today value quality and sustainability. Hong Thong has developed 100% new early-season jasmine rice, Hong Thong Limited Edition, which not only meets the taste and aroma requirements, but also cares about the source and the impact on the environment. It focuses on developing the production process under the Hong Thong Na Yod project, which began in 2014 to support farmers to change their rice planting methods from the traditional broadcasting system to the rice-dropping process, which helps reduce costs, increase yields, and improve farmers’ quality of life. It also helps the rice plants to tiller well, reduces water usage, and helps the rice plants grow perfectly, while controlling the quality by using pure seeds that have been selected and researched for more than 15 years.

In addition, Hong Thong has also introduced smart farming technology to help check the completeness of the rice fields at every step. The information received from this system can help farmers solve problems quickly, resulting in jasmine rice that is special in terms of its outstanding aroma and the softest texture. Farmers who participate in the project receive high-quality seeds at a low price, including support for production factors such as chemical fertilizers and purchasing produce at a price higher than the general market by 0.50 baht per kilogram. In the 2024/25 production year, farmers participating in the project covered an area of ??more than 35,100 rai, an increase of 15% from the previous year, and received a total financial support of more than 21 million baht, helping farmers reduce production costs and have a truly stable income. In an era where consumer behavior has changed, attention to quality and the origin of products are important factors that stimulate purchasing decisions. Hong Thong therefore focuses on using the strategy of "products instead of value" by providing products that are more than just jasmine rice. But it reflects the care and intention of consumers in choosing the best for their families.

“100% New Season Jasmine Rice from Hong Thong Limited Edition reflects Hong Thong’s expertise and commitment to creating sustainability in terms of product quality, promoting farmers, and raising the standards of Thai rice so that Thailand can continue to be a leader in the global rice market. In 2024, Hong Thong will continue to focus on building confidence in the premium market and continuously expanding its consumer base by offering quality products and supporting farmers through sustainable projects. The company has been able to maintain strong sales, reinforcing its leadership in the Thai premium rice market despite competition from other operators and the economic slowdown. Revenue from the domestic market has grown by approximately 3%, reflecting the good response from consumers to our products and marketing. In 2025, Hong Thong will focus on expanding its domestic customer base by developing new products that meet the needs of a healthy lifestyle, while expanding distribution channels through community stores and online platforms to provide more convenience for consumers. The company aims for revenue in the domestic market to grow by no less than 5% through focusing on products with added value and reaching a wider range of consumer groups,” said Mr. Kampanat at the announcement ceremony of the 4 Michelin Guides.

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