Page 3 - TheRiceJourney

Introduction

“Rice" is a major economic crop in Thailand has long been creating the fame for
Thailand as a producer and quality rice exporter that is widely accepted and
continuously demanded by the world market. The factors that make the Thai
rice requested to various markets worldwide are its quality and features, which
includes both popular Hom Mali rice with unique qualities of taste and aroma
preferred by consumers around the world and Color rice with special qualities
which benefit health.

With unique features and story of “Thai rice” that reflect the charm of its identity
and value, Thailand can still export its rice in great quantities amidst high market-
ing competition. By maintaining the standard of quality production, as a result,
“rice” is a major export product of Thailand. However, we do not want to stop our-
selves just as the world's major rice exporter because we know that “rice” has a
number of special benefits and features. We are also confident that the Thai
entrepreneurs have the potential to transform Thai rice industry by applying
innovation to create a variety of rice innovative products that you may not be
expected. More importantly, we are committed to develop "Thai rice" to be more
than a main dish on the dining table.

Therefore, the government determine to improve the potential of "Thai rice"
potential to go even further by establishing the Institute for Agricultural Product
Innovation (APi) under Department of Foreign trade, Ministry of Commerce. The
major roles of the institution is to supervise, promote and support the business
facilitation and use of innovation to develop and create rice products that meet
the needs of the market with an opportunity to expand its trade to the world
market. In addition, the institute serves as the main organization in driving Thai
agricultural products with innovation to generate a value-added trade and
increase the market potential and competitiveness.

From the miracle potential of Thai rice, the Institute for Agricultural Product
Innovation (APi) under Department of foreign trade, Ministry of Commerce, has
therefore published “Thai Rice Journey" E-book to introduce you to the variety
benefits of the products made from the "Thai rice" that are ready to be presented
globally. You will know new products made from Thai rice and you will be
surprised that the "rice" we eat can be more than food. Let’s discover a wide
range of Thai rice products together.