Arada Fuengthong, Director-General of the Department of Foreign Trade, revealed that in 2026, the department plans to promote and publicize Thai organic rice to accelerate its upgrade as a high-quality, environmentally friendly product that meets the demands of modern consumers in the premium market. A trade delegation will travel to meet with agencies and organizations related to organic rice, as well as key rice importers, to negotiate market expansion and strengthen trade relations in the Swiss Confederation and the Federal Republic of Germany this February.
A highlight of the activities will be a campaign to promote consumption of Thai organic rice. The department will collaborate with Thai SELECT certified Thai restaurants—10 locations in Zurich, Switzerland, and Frankfurt, Germany—to run a one-week promotional campaign sharing the story of Thai organic rice from health benefits, taste, meticulous quality standards, to the careful production process through quality Thai menu offerings.
"What is especially unique is that customers who order special dishes made with Thai organic rice can register to collect points for a chance to win special prizes such as round-trip tickets to Thailand, Thai cooking courses, and dining gift vouchers at Thai SELECT restaurants. Key importers, local influencers, and media will be invited to the opening ceremony and activities to raise broad awareness. Additionally, the department will work with top influencers in other key markets such as the US, China, and the European Union to promote Thai organic rice through social media during the third and fourth quarters of fiscal year 2026."
At the same time, the department will bring 12 community enterprise and SME operators to participate in leading international organic agricultural trade fairs, including BIOFACH 2026 in Nuremberg, Germany, from 10–13 February, and Natural Products Expo West 2026 in the US from 3–6 March. These events aim to enhance the positive image of Thai rice and connect trading networks with partners worldwide. It is confident this will boost exports, add value to organic rice and related products, and help generate stable income for Thai farmers, entrepreneurs, and SMEs.
In 2025, Thailand exported 26,110 tons of organic rice valued at 1.21 billion baht, an increase from 22,293 tons valued at 1.088 billion baht in 2024—rising 17.12% and 11.21% respectively. The main export markets are high-income countries where consumers care about health and environmental impact, such as the US, China, Italy, Belgium, and Switzerland.
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