Thailand is focusing on promoting organic rice in developed nations to capture more income and ensure export growth in those markets.

Pranee Siriphand, deputy directorgeneral of the Commerce Ministry's Foreign Trade Department, said that although purchasing power in the European Union, the United States, Japan, and other developed nations was expected to drop because of the economic downturn, spending in the highend market would not be affected. Organic rice and other organic products are considered premium goods and are in high demand by healthconsciousness consumers.

Last year, exports of organic products, mostly rice, were valued at about Bt1.2 billion. The export value of organic products is still very small compared with the total. However, it has plenty of room to grow if Thailand can increase production to serve international demand.

"Farmers will be encouraged to produce more organic rice, as incomes can be doubled and tripled from the normal price," she said. "Consumers, particularly in the US and the EU, which are part of the developed world, as well as in some emerging nations will continue to buy organic products, because they are more concerned about health issues than they are about economic problems."

It is mostly highend consumers who buy organic goods and they are willing to pay 10100 per cent more for quality organic food and nonfood products.

To promote organic rice and other products, the department has joined hands with restaurants and department stores overseas as channels to promote Thai organic rice directly to consumers.

The targeted markets are the United States, the EU, Hong Kong, Singapore, and mainland China.

Moreover, the department will promote more valueadded rice with geographical indication (GI) such as Pattalung's Sung Yod rice, Saraburi's Jeck Chuey Soa Hai rice, Chumphon's Leung Patew rice, and Kaowong Kalasin sticky rice, which offer high nutrition, as alternative choices for highend consumers.

Source: The Nation