Surin jasmine rice to carry royal brand

The Royal Chitralada Rice Mill last week signed an agreement with Surin Agricultural Marketing Cooperatives (SAMC) to buy 2,600 tonnes of jasmine paddy.

Jasmine rice from Surin, one of the provinces in the Thung Kula Rong Hai area, which is drought-prone but known as a source of high-quality rice, has great export potential, especially given its 97- to 99-per-cent quality after polishing, which should enable it to do well in high-end markets.

Ennoo Suesuwan, executive vice president and acting president of the Bank for Agriculture and Agricultural Cooperatives (BAAC), said the deal with Royal Chitralada Rice Mill would help Surin farmers capture more of the premium market and enjoy higher returns.

The royal rice mill will purchase paddy from SAMC at a price of Bt15,000 per tonne, the same price set under the government's rice-pledging programme. The rice will be sold in Royal Chitralada Project shops, and will also be featured on the Royal Family's menus. To mark the occasion, SAMC presented 10 tonnes of paddy to the Royal Palace.

"Rice from Surin has been established as having among the highest quality of any jasmine rice. This [agreement] will encourage farmers in the Northeast to develop the quality of their rice," Ennoo said.

SAMC's 102,000 members produce an average of 30,000-50,000 tonnes of jasmine rice per year.

The group is also encouraging farmers to grow more organic rice.

Only 180 members have volunteered to grow the rice, however, and of these just 80 farmers have achieved organic-rice certification.

A staffer at SAMC said becoming certified to grow organic-standard rice is difficult, as farmers must first prepare their plantation area for three years to ensure it is chemical-free, then wait another two years to ensure organic quality.

"We only produce 233 tonnes of [organic] jasmine paddy a year, as … it is difficult to reach the standard with low water levels," the staffer said.

SAMC purchases organic paddy at a price of Bt16 per kilogram, and natural jasmine at Bt14.5 per kg.

The rice is packaged under |the SAMC brand as well as |BAAC brands including Khao Por Pieng and A-Rice.

SAMC is considering registering its new trademark, Gun Klao, which is Surin's official provincial flower.

However, the logo's design is still being finalised.

Rice from SAMC is not only supplied to fill special orders, but also packaged for retailers, including The Mall Group's supermarkets.

Jasmine rice from Surin has great business opportunity to be upgraded from local brand to the "Royal Chitralada Project" brand thanks to its premium quality production.

The Royal Chitralada Rice Mill late last week inked an agreement with Surin Agricultural Marketing Cooperatives (SAMC) to sell 2,600 tonnes of jasmine paddy rice to the royal project.

Jasmine rice produces from Surin, which is one of the province involve in the drought area of Thung Kula Rong Hai but the famous plantation area for the rice, has great export potential which the deal is being negotiated. In addition, the genuine rice quality with 97-99 per cent of jasmine rice after polishing has encouraged the rice to capture more high-end market.

Ennoo Suesuwan, executive vice president and acting president of the Bank for Agriculture and Agricultural Cooperatives (BAAC), said the deal with the Royal Chitralada Rice Mill will pave the way farmers in Surin to capture more premium market. As a result, they will enjoy more high returns.

The royal rice mill has purchased paddy rice from SAMC at the price of Bt15,000 per tonnes, which is the same price under the government's rice pledging programme. The rice will not target only selling in the Royal Chitralada Project shop but also supply for the Royal family's menus.

SAMC also presented 10 tonnes of paddy rice to the Royal Palace.

"The rice from Surin has been test as one of the best quality under jasmine rice standard. This will encourage farmers in the Northeast provinces to develop the rice quality," Ennoo said.

SAMC's total jasmine rice production reaches an average of 30,000-50,000 tonnes per year from its 102,000 members. In addition, it has encouraged farmers to grow more organic rice to achieve value creation.

Of the total 102,000 farmers, so far, only 180 members have volunteered to grow organic rice. However, only 80 farmers have been qualified from organic rice standard.

A staff at SAMC said it is difficult to be certified organic standard as farmers have to prepare plantation area for three years to ensure unused of chemicals. In addition, they have to wait for another two years to ensure organic quality.

"So far, we (SAMC) have only 233 tonnes of jasmine (organic) paddy rice per year as farmers have only main crops and it is difficulty to reach the standard if low water level," the staff said.

SAMC purchased organic paddy rice from farmer at the price of Bt16 per kilogramme while natural jasmine rice at Bt14.5 per kilogramme. The rice from farmer will be packed under SAMC brand as well as BAAC' s brands including "Khao Por Pieng" and A-Rice.

SAMC is considering to register its new owned trademark "Gun Klao", which is a symbol flower of Surin. However, it is being finalised the logo's design.

Rice from SAMC now is not only made to special orders but also pack for retail market such as supplying to the Mall's supermarket.