Commerce Ministry Launches Premium Rice Fair to Elevate Thai Rice Value
The Ministry of Commerce launched the KHAOPRANEAT Fair 2026 in Bangkok, showcasing 466 selected rice producer groups to promote premium Thai rice varieties. The initiative aims to boost rice value through quality, unique flavors, and branding, helping farmers command higher prices and access new markets. The fair runs October 22–25 at One Bangkok.
The Ministry of Commerce inaugurated the 'KHAOPRANEAT Fair 2026' to elevate Thai rice into a high-value product. Dr. Kirida Phaophichitr, Assistant Minister of Commerce, presided over the opening, stating the event follows the policy of Deputy Prime Minister and Commerce Minister Supachai Suwannaphan to upgrade Thai rice — a key agricultural commodity and income source for millions of farmers. By leveraging the diversity of rice varieties, local production wisdom, and regional identities under the 'Khaopraneat' concept, the ministry aims to enhance competitiveness in a global market that increasingly demands quality, standards, sustainability, and specific consumer preferences, beyond just price and volume. Thai farmers still face high production costs, limited yields per rai, and climate volatility.
The Khaopraneat project focuses on quality development across the entire chain — from variety selection and cultivation areas to harvesting, processing, standard control, branding, and market linkage — so each rice type has a clear selling point that meets consumer needs and commands prices reflecting true quality and value. The Department of Internal Trade selected 466 high-potential producer groups nationwide, promoting high-quality rice data on origin, standards, and unique flavor profiles using tools like the Rice Taste Profile and Rice Flavor Wheel. This helps consumers and businesses understand the differences among Thai rice varieties, alongside market matching with hotels, restaurants, chefs, and bulk buyers to expand distribution channels and create long-term income under the 'market-led, innovation-supported, income-boosting' approach.
A success case is 'Khao Hom Bai Toei' from Nakhon Sawan, originally selling at about 35 baht per kilogram. After communicating its quality, taste, and varietal uniqueness, the price rose to 60–80 baht per kilogram, demonstrating that consumer understanding of differentiation and value expands market opportunities and turns Thai rice identity into economic value. The ministry aims to replicate this across high-quality rice producer groups nationwide.
The KHAOPRANEAT Fair 2026 runs from October 22–25, 2026, at Parade Square, G Floor, One Bangkok, offering consumers an experience of Thai rice diversity beyond fragrance and creating a space linking farmers with markets. Activities include Rice Tasti...
