BID TO PROTECT IDENTITY OF JASMINE RICE

       The Foreign Trade Department is cooperating with three Chinese organisations to protect Thai jasmine rice from deliberate contamination in the mainland, a practice that has damaged the reputation of Thai rice.
       It is hoped the measure will prevent Thai jasmine rice from being mixed with low-grade rice, as well as increase sales of Thai rice in China. Chutima Bunyapraphasara, the department's director-general, said China's Customer Information Quality agency, QTS Packaging and Assembly Service and State Administration for Industry and Commerce have committed themselves to protecting Thai jasmine rice and its reputation.
       The agencies will closely inspect Chinese rice brands to see whether they have been mixed with Thai jasmine rice and sold under their own brands. The agencies will also check whether Thai jasmine rice brands have been copied in the market.
       China is the largest importer of Thai jasmine rice (Hom Mali).However, due to its high price, Chinese importers and traders have combined jasmine rice with lower-grade rice typers to attract more buyers. Thai jasmine rice sold overseas have a special trademark certifying it as 100-per-cent jasmine rice by the Foreign Trade Department. The certification includes the words "Thai Hom Mali Rice Originated in Thailand."
       According to the department's survey of the Chinese market, Chinese rice is quoted at 3 to 8 yuan (Bt15-Bt40) per kilogram. Mixed rice passed off as jasmine rice is quoted at a retail price of between 8 and 12 yuan a kilo, while premium Thai jasmine rice is quoted at 13 to 18 yuan a kilo. Chutima said the Thai government would accelerate its quality-promotion efforts for Thai jasmine rice in China and other targeted markets as this rice has created better returns from exports than other kinds.
       Thai white rice is traded at US$564 (Bt19,180) per tonne, while jasmine rice is quoted at $979 per tonne.
       China is an important market for Thai jasmine rice due to the country's high growth rate and the strong preference for fragrant rice among consumers there. Most Chinese people believe in the high quality of Thai rice and favour Thai Jasmine rice, said Chutima.
       However, consumers there do not have strong recognition of the difference between Thai jasmine rice and other kinds of fragrant rice. Therefore, some unscrupulous traders have mixed Thai jasmine rice with other kinds to make a profit. To increase understanding of Thai jasmine rice and Thaiowned jasmine rice brands, the department will educate people via campaigns in provincial newspapers and on television. The focus is on Guangzhou, Shenzhen and Shanghai.
       In addition, Thailand will invite representatives from China to go on field trips here and learn about Thai rice varieties.