“Supachai” visited Udon Thani to elevate the “Khao Praneet” rice project, overseeing the entire process from seed selection to market, supporting equipment and connecting forward markets to increase farmers' income,
Ms. Supachai Sutthumpan, Deputy Prime Minister and Minister of Commerce, , accompanied by Mr. Poonphong Nainaphakorn, Permanent Secretary of the Ministry of Commerce, and ministry executives, visited the Don Kloi Subdistrict rice processing community enterprise in Phibun Rak District, Udon Thani Province, to monitor rice conditions and progress of the 2026 project for promoting and developing high-quality rice to increase farmers' income, also known as “Khao Praneet.” They listened to farmers' problems and needs, with Ms. Sangchan Promsangsai, community enterprise chairperson, and group members welcoming them.
Ms. Supachai said the core of the “Khao Praneet” project is to add value to Thai rice through meticulous care throughout the process, from seed selection, cultivation, harvesting, processing, to packaging development and marketing, enabling Thai rice to move beyond competition based on quantity and price toward quality and uniqueness, thereby sustainably increasing farmers' income.
“Farmers can add value to their products if they manage everything from seeds, cultivation, harvesting, processing, and have a market. We emphasize quality and attention, including advance marketing via contract farming to ensure farmers have stable income.” Ms. Supachai added.
Ms. Supachai further stated that the Khao Praneet project started by supporting 200 communities and plans to expand by an additional 266 communities in 2027, totaling 466 communities nationwide. The project develops each group’s potential by providing knowledge, supporting seed varieties, improving production processes, supplying necessary equipment, and linking markets to meet farmers' needs.
In Udon Thani Province, six farmer groups participate in the project. Don Kloi village is a community with potential for producing quality rice, especially organic rice. The Ministry of Commerce supports the community with rice milling machines so they can process their own products, reduce transportation costs, and effectively control quality.
From listening to farmers' needs, it was found that product quality depends on uncontrollable weather and rainfall. Having drying equipment to reduce moisture during the upcoming main rice harvest season will help lower the risk that moisture affects rice quality and price.
Regarding marketing, the Ministry of Commerce is actively raising awareness and adding value to Thai rice through the “KHAOPRANEAT Fair 2026.” Held at Parade Square, Ground Floor, One Bangkok Shopping Center, from 22–25 October 2026, the event allows consumers to experience the diversity of Thai rice varieties, aromas, flavors, and textures, while connecting farmers directly with buyers, hotels, restaurants, and chefs. Rice from Don Kloi village sells for 100 baht per kilogram, demonstrating the value-adding potential of quality rice and the ability to increase farmers' income.
Ms. Supachai and her team sampled various Thai rice varieties including Jasmine Rice 105, Riceberry, black glutinous rice, red glutinous rice, Khao Kor 6 sticky rice, and Hom Mali Rice at the flowering stage. They paired these with local dishes such as steamed crab curry, shrimp salad, sweet leaf vegetable curry with red ant eggs, and spicy fermented fish dip. They also toured rice product processing and joined the harvesting of black glutinous and organic jasmine rice in demonstration fields.
Ms. Sangchan Promsangsai, chairperson of the Don Kloi rice processing community enterprise, said members are pleased that the Ministry of Commerce visited to listen to their problems and prioritize community rice development. The group focuses on careful and safe rice production and continues to enhance processing to add value under the brand “Hug Don Kloi Der,” reflecting their love and pride for their locality.
Ms. Yanee Srimani, Deputy Director-General of the Department of Internal Trade, said the Ministry of Commerce, through the Department of Internal Trade, is promoting the Khao Praneet rice market by organizing the “KHAOPRANEAT Fair 2026.” The event aims to provide consumers with experiences of Thai rice diversity and to connect farmers directly with buyers through rice tasting, pairing rice with food, workshops, storytelling about Khao Praneet rice, and business negotiations between farmers and buyers.
The event is planned for three sessions: the first from 22–25 October 2026 at One Bangkok Shopping Center, achieving rice sales exceeding 600,000 baht. Two more are planned: 12–15 November 2026 at Jing Jai Market, Chiang Mai, and 24–27 December 2026 during the Thailand Rice Fest at Queen Sirikit National Convention Center. These aim to expand market channels and continuously increase income for farmers and Thai rice entrepreneurs.
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