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Promoting Hom Mali Rice and Organizing the International Rice Congress 2014

October 12, 2013 Destination Thailand No Comments Email Email

Thailand is stepping up a campaign to promote Thai jasmine rice, or Hom Mali. It will also host the International Rice Congress 2014 in order to help publicize the quality of Thai rice and strengthen food security.

1327972549pIn promoting Hom Mali rice, the Ministry of Commerce and Airports of Thailand Public Company have signed a memorandum of understanding (MOU) to sell Hom Mali rice at Suvarnabhumi International Airport.

The signing ceremony was presided over by Deputy Commerce Minister Yanyong Puangrach, who initiated the plan to sell Hom Mali rice, in half-kilo and one-kilo packs, to tourists at airports. Foreign tourists may buy Hom Mali rice as a souvenir for their families and friends. The concept is that Hom Mali is the world’s best rice and a precious gift from Thailand.

Suvarnabhumi Airport has arranged three sales booths at which Hom Mali will be distributed by King Power Tax Free Company. One is located at the check-in counter area, and the others at the eastern and western wings within the departure building. The Ministry of Commerce has also coordinated with major rice exporters to encourage them to join the project.

Thailand has many rice varieties, but Hom Mali, which is indigenous to Thailand, is recognized as one of the best varieties in the world. It is widely admired for its unique, natural fragrance, like jasmine. It not only gives off this appetizing fragrance while it is being cooked, but once cooked, the grains are delectably tender and go well with almost all dishes. The brand of Hom Mali is well-known worldwide, especially in the high-end market.

As for the International Rice Congress 2014, Thailand will host this event jointly with the International Rice Research Institute (IRRI). The Cabinet, during its meeting on 1 October 2013, approved the organizing of this congress, with the Rice Department of Thailand and the Agricultural Research Development Agency (Public Organization) as responsible agencies.

The International Rice Congress (IRC), held every four years, is the world’s largest gathering of the rice industry. IRC 2014, the fourth of its kind, will take place at the Bangkok International Trade and Exhibition Center (BITEC) in Bang Na, Bangkok, between 27 and 31 October 2014. Rice scientists from all over the world will share their latest research aimed at increasing the food security of half the world’s population.

At this congress, Thailand expects to play an active role in promoting international rice cooperation, which will boost both rice imports and exports. Apart from making Thai rice better known internationally and promoting rice research and development, the fourth International Rice Congress is also meant to celebrate the 60th birthday anniversary of Her Royal Highness Princess Maha Chakri Sirindhorn, who was born on 2 April 1955.

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