On 14 November 2026, the department organised a special farm visit titled “Kiew Kub Kam” (Khao Praneat Visit Farm) at the Lanna Purple Rice Farmers Group in Luang Nuea, Doi Saket district, Chiang Mai.
The visit was led by Yanee Srimanee, Deputy Director-General of the Department of Internal Trade, together with Balyen Sunanta, President of the Ban San Sai Organic Farming Group, and representatives from the agricultural sector.
The activity offered participants an opportunity to explore the traditional cultivation of Doi Saket purple rice, known locally as Khao Kam, during the harvest season. Visitors toured rice fields and production facilities, observed demonstrations of rice processing and quality control, and enjoyed a traditional community lunch prepared using local ingredients.
The initiative forms part of the department’s 2026 project to promote and develop markets for high-quality rice, with the aim of increasing farmers’ incomes through value-added products and stronger market connections.
Under the KHAOPRANEAT concept, emphasis is placed on quality throughout the entire production process, from seed selection and cultivation to harvesting, processing, branding and marketing. The department has identified 466 promising rice-producing groups nationwide for further development and promotion.
Doi Saket’s purple rice was selected as one of the highlights of the Chiang Mai programme, reflecting the region’s agricultural heritage, traditional knowledge and potential to develop distinctive premium rice products.
Business Matching Generates Over 30 Million Baht
Another significant highlight was the signing of Memoranda of Understanding (MOUs) between buyers, community enterprises and farmer groups for the purchase and distribution of premium Thai rice.
The business-matching agreements generated a reported trade value of more than 30 million baht, demonstrating growing commercial opportunities for high-quality rice producers.
The farm visit was organised in conjunction with Chiang Mai’s first KHAOPRANEAT Fair at Jing Jai Market, which aims to connect farmers directly with consumers and businesses while raising awareness of the quality, diversity and cultural significance of Thai rice.
Through these initiatives, the Ministry of Commerce hopes to strengthen local agricultural economies, expand market access and encourage consumers to recognise the value of premium Thai rice beyond price alone, ultimately supporting more sustainable incomes for farming communities.
