Because of a drop in exports of Thai jasmine rice, the Commerce Ministry will lead a delegation of exporters of the country's famous rice strain to Hong Kong and Macau this weekend in a bid to boost sales.

Commerce Minister Porntiva Nakasai said Thailand needed a marketing campaign emphasising the high quality of the rice to boost export value. The move would be in line with the government's policy of encouraging Thai rice exporters to concentrate on more valueadded goods.

"Thailand is losing market share of fragrant rice to Vietnam and other countries, so we should take this as a serious problem," she said. "The ministry's roadshow campaign will tighten connections with traders in potential export markets."

Porntiva will lead a team from the Thai Rice Exporters Association to meet with the Rice Merchants Association of Hong Kong, the Hong Kong Rice Suppliers Association and Hong Kong rice importers and exporters.

Macau and Hong Kong are considered important markets for Thai rice exports, particularly jasmine rice, as they have high purchasing power and are familiar with Thai rice. Exports of jasmine rice to the market reach 200,000250,000 tonnes a year.

Source: The Nation