Dtac leads drive for consumer-centred, sustainable farming

The 11th annual Rak Ban Kerd Farmer Awards this year, is held under the theme "A new generation of consumer-oriented farmers", aimed at encouraging Thai farmers to deliver safe and more environmentally friendly produce to the end users.

Samran Saraban, deputy permanent secretary of Agriculture and Cooperative Ministry, said food safety is one of the global challenges, requiring a holistic overhaul across the value chain from producer, consumers to the environment.
Globally, around 436.53 million rai in 173 countries are organic with an economic value of more than Bt3 trillion. Thailand ranks seventh in the region in terms of organic farmland, which will increase to 1.3 million rai in 2022 under a government policy. The national strategy on organic agriculture will drive Thailand to be a leader in organic farming in the global stage, creating a sustainable agriculture industry, which will benefit both farmers, consumers and the economy as a whole.

Alexandra Reich, chief executive officer at dtac, said: "Digital technology plays an important role in transforming business practices, including the food industry. To cope with the growing trend of food consumption, Thailand as the world's leading food and agricultural produce supplier, requires digitalisation to maximise the food and agriculture value chain through the concept of precision farming. It analyses data from field, making farm produces more secure, less dependent on pesticides and gaining consumer confidence.

"dtac is committed to sustain the society through the use of digital technology under the concept of Creating Shared Value (CSV), a new way for business to achieve environmental, social and economic success. Our attempt in empowering Thai farmers reinforces dtac's role that it is beyond mobile connectivity," she said.