Thai Ministry Promotes New Fragrant Rice for Health Market

Photo courtesy of Thai PBS

The Agriculture and Cooperatives Ministry of Thailand is promoting Young Green Thai Hom Mali Rice 105, a new fragrant rice variety, aiming to capture the health-conscious consumer market. Noppadol Sriphun, Director of Regional Office Agricultural Economics 4, announced the initiative, which is a collaboration between the Ministry’s Office of Agricultural Economics and his Khon Kaen office. This effort is intended to boost the income of local rice growers and eventually target global markets.

This initiative is part of a broader policy to publicize Thai agricultural products with high nutritional value. Young Green Thai Hom Mali Rice 105, also known locally as Khao Kheow Yok, is harvested during its milky stage. This timing results in a product that is soft, mildly sweet, and high in fiber, offering additional nutrients like GABA that support brain and nervous system health.

Experts believe that by highlighting the health benefits of this rice, it could become a popular choice among health-conscious consumers. The initiative not only aims to increase domestic consumption but also opens the potential for exports, promoting Thailand’s reputation for high-quality agricultural products. This move is seen as a strategic attempt to enhance the standard and appeal of Thai rice globally.

Looking forward, the Ministry plans to further assess consumer response and adjust strategies accordingly. They are also exploring methods to expand rice production in other regions, aiming for broader market reach. Continued efforts will focus on sustainable growth and increasing both local and international demand for this unique rice variety, reported Thai PBS.

Key Takeaways

• Young Green Thai Hom Mali Rice 105 is promoted for health benefits.
• The initiative supports local growers and aims for global market entry.
• The rice is rich in fiber and nutrients, enhancing its market appeal.

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  Adapted by ASEAN Now from Thai PBS 2025-12-10