By Petchanet Pratruangkrai,
The Commerce Ministry will promote Thai rice at the largest food and beverage trade fair in North America.
Pranee Siriphand, director-general of the Foreign Trade Department, said the mission was part of the ministry’s plan to boost the sale of rice, especially jasmine rice, to the high-value North American market.
Thai rice traders will join “Summer Fancy Food Show 2013” in New York City from June 30 to July 2.
According to the department, the United States is one of the largest export markets for Thai jasmine rice. It imports about 400,000 tonnes of rice from Thailand each year, more than half of it jasmine rice.
Pranee said rice exporters should concentrate on selling high-value-added products to this market. The US economy is recovering, according to some analysts. Americans are also highly health-conscious. Thai rice has high quality and is known as a highly nutritious and healthy food, so Thailand could increase its export opportunities in this market.
The department will set up a special pavilion at the show demonstrating the high quality of Thai rice, and how to cook it, providing samples to the fair’s visitors.
About 2,400 exhibitors from 80 countries will join the event, which is expecting about 13,500 visitors.