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New Logo to Guarantee Rice in Thailand.
Sep. 6--When consumers abroad buy Thai Hom Mali rice, they want to be sure they are getting the genuine product. With this goal in mind, the Commerce Ministry's Foreign Trade Department will register a logo that guarantees that the product has met export standards.
The department will watch for and crack down on any imitations. It has introduced the logo on rice exports over the past three years to build consumer confidence in the country's top strain of aromatic rice. So far, 26 exporters have been granted the right to use the logo.
To lock in market gains, the department will spend 10 million baht to register the logo in major markets including the US, Hong Kong, China, the European Union, Saudi Arabia and Singapore, according to Pisanu Rienmahasarn, the deputy director-general.
To reduce costs, the department will hire a Thailand-based law firm with a network abroad to handle the registration, with the goal of completing the process this year.
Registering the logo was an indirect measure to conserve Thailand's unique Hom Mali variety, by reminding consumers that the particular strain originated only in Thailand, Mr Pisanu said.
Exports of fragrant rice in the first seven months of this year totalled 657,000 tons or 19 percent of the 3.46 million tons of all rice shipped.
The US was the biggest buyer of fragrant rice with 143,220 tons, followed by Hong Kong (132,580 tons), Singapore (94,040 tons) and China (93,100 tons).
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