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July 27, 2026

SRP Joins Seminar on Project Results Dissemination and Policy Recommendations for High-Value Rice Trade

Phaya Thai 3 Meeting Room, 6th Floor, Eastin Grand Hotel Phaya Thai, Bangkok – 23 July 2026

On 23 July 2026, Thailand’s Trade Policy and Strategy Office (TPSO), together with Bolliger & Company, hosted a seminar in Bangkok unveiling a national study on raising rice farmers’ income through high-value rice. The Sustainable Rice Platform (SRP) was honored to take part, represented by Ms. Kunpreya Maneerat, Partnership Officer, together with Ms. Jidapa Noosawas and Ms. Banjarat Jitpongta as representatives, alongside the Department of Foreign Trade, Thai Rice GCF, and leading rice entrepreneurs.

The seminar brought together eight speakers across policy, technical, and industry perspectives:

Three Pillars of High-Value Rice

TPSO’s study sorts the future of Thai rice into three groups:

Field Trip Insights: Hong Kong & Guangzhou

1. Consumers really will pay more but there’s a ceiling
Both cities showed willingness to pay 11–25% more for rice grown under credible sustainability and health standards. Guangzhou stood out even more clearly: 70% said they’d pay 11–50% more, and only 2% refused any premium at all compared to Hong Kong, where 15% wouldn’t pay extra. This makes Guangzhou the stronger premium-market opportunity of the two.

2. Thai rice wins on quality, but loses on “sustainability image”
Thai rice scored highest on quality and taste in both cities but scored lowest on “premium image” and “environmental friendliness.” In other words, the product itself is landing with consumers, but the sustainability story behind it isn’t getting through. This is exactly the gap SRP is positioned to help close.

3. Competitors are closing in from both inside and outside China
China has developed its own short-grain variety (“Dao Hua Xiang”) that consumers now see as rivaling Thai rice in taste, at a lower price. At the same time, China doesn’t recognize foreign organic certifications (EU/US), putting Thai organic rice at an automatic disadvantage there. On top of that, Thailand hasn’t run a sustained marketing push in China for nearly a decade so younger consumers are growing less attached to Thai rice than their parents’ generation was.

What Is the Game Changer for High-Value Rice?

Panelists agreed there’s no single fix. Some pointed to policy clear income indicators backed by real government support. The real test is whether this becomes lasting change, not just another short-lived push. Others named climate as the wildcard rice can’t control. They called for AI to play a bigger role not just watching climate risk and supporting low-carbon farming, but measuring rice quality itself and tracking it over time to keep improving it.

In the short term, certification remains a major barrier, as Thailand still relies primarily on its domestic organic label and needs a stronger, internationally recognized standard. Over the medium term, priorities include developing improved rice varieties, strengthening agencies that support seed systems and production, and advancing market segmentation to better position Thai rice for the right customers rather than competing mainly on price. In the long term, the challenge is to make farming a respected and attractive career choice for younger generations.

On the commercial side, speakers were candid: growing good rice isn’t the hard part anymore selling it is. Branding, understanding the real customer, and earning repeat purchases are areas where Thai producers still fall short, and a stronger marketing strategy is key to closing that gap. The competition is heating up too. Vietnam is already giving farmers direct incentives a move that will make the race for the high-value rice market tougher for everyone.

The Opportunity for SRP

The seminar highlighted a strong alignment between Thailand’s high-value rice strategy and SRP’s mission. By identifying the SRP Standard as the reference for sustainable rice, TPSO has positioned SRP as a recognized sustainability benchmark within the national strategy. The discussions also reinforced SRP’s relevance. As speakers called for more internationally recognized certification, stronger market positioning, improved production, and greater use of technology, SRP is well placed to support these priorities through its globally recognized standard and farmer-focused sustainability framework. As Thailand advances its high-value rice strategy, SRP has a valuable opportunity to work with government, research institutions, and the private sector to strengthen sustainability, improve market competitiveness, and expand access to high-value markets.

Key Takeaways

Thailand is building its rice strategy around sustainability and value, not volume and SRP is named as the reference standard for what “sustainable” means within that strategy. Certification credibility is a live gap: Thailand still leans mainly on its domestic organic label, and multiple speakers called for a more internationally recognized standard. TPSO is currently studying global demand for high-value rice by country, and developing area-based policy proposals to shift cultivation from price-volatile common white rice toward high-value rice that matches consumer demand and commands higher prices.

SRP congratulates TPSO and all partners on this important milestone in advancing Thailand’s high-value rice strategy. We look forward to continued collaboration with government agencies, research institutions, and private-sector stakeholders to strengthen sustainability standards, create greater value for farmers, and support the long-term competitiveness of Thailand’s rice sector.

by Jidapa Noosawas