Ministry of Commerce toLaunch “Riceberry with Love” Campaign to PromoteHealth Benefits of Organic Riceberry
The Ministry of Commerceis launching an organic riceberry campaign entitled "Riceberry with Love" under a pilot project called "Organic Riceberry Project." The purpose of the campaign is to introduce and to promote organic riceberry among the businesspeople and public. The Ministry aims to not onlycreate the public awareness of its health benefit, but also to encourage people to consume organic riceberry and share it with their loved ones.The Ministry will then pursue the international market as the next target.
Mrs. ApiradiTantraporn, Deputy Minister of Commerce, revealed that the Ministry of Commerce, in collaboration with Princess Pa Foundation, the Thai Red Cross, Kasetsart University and Bank for Agriculture and Agricultural Cooperatives,is organizing activities to improve the quality ofriceberry products and to market themto help the farmers in economic aspect. The Ministry focuses on growing the organic riceberry to meet the international standard for organic produces calledIFOAM to gain consumers' confidence in domestic and international market.
Organic Riceberry Project, as apilot project, aims tosustainably solve rice issues byencouraging farmers to assemble, to have strong management within the group, and to be self-dependent. Also, the Ministry plans to further develop the market for riceberry to helpthe farmers and manufacturers penetratewider market more easily.
The Ministry has set up the criteria for the participating farmers in the Project. They must register with the government agents, have experience in growing organic rice, are passionate for organic farming, and are willing to conduct the intensive farming. Throughout the project, the Ministry will encourage each group of farmers to cooperate and become "Riceberry Valley", where they can run the business by themselves.
The Deputy Minister added, "Organic riceberry that meets international standard will be accepted in both local and international markets. It is also a healthy option for the health-conscious people, who appreciate its benefit and recommend the rice to their family and friends. In addition, the Ministry will promote the organic riceberry asa premium-graded rice for health-conscious people. Lastly, organic riceberry willgenerate income for the farmer communities, which will sustainably strengthen the local communities."
In the opening, "Riceberry with Love" campaign alsoexhibits that riceberry is a crossbreed between black jasmine rice (KhaoHom Nil) and jasmine rice 105. When cooked, the deep purple riceberry has a nice and soft texture and great fragrance. For more varieties, it can be cooked with other types of rice. It is a healthyoption for a healthier lifebecause this nutritious rice, rich in antioxidants, helps reducing the risk of cancer, diabetes,heart disease, high blood pressureandcoronary artery disease. Moreover, it is rich inanti-aging property.
In addition, there is a product showcase from "Friends in Need (of "PA") Voluteers Foundation Thai Red Cross. Furthermore, Chef ChoompolChaengprai, Thai iron chef, demonstratesa special and healthy menu made of riceberry; and,Dr. Smith 'Oak' Arayasakul hosts a special talk on 'Tips for Healthy Life".
