Consumers’ Influence on the Organic Rice Market in Thailand and Export Markets

Abstract

This study aimed to 1) examine the organic rice market in Thailand and its export markets and 2) explore the path to survival for organic farmers in Thailand. As qualitative research, the study utilized literature reviews and in-depth field interviews with key informants from five fields: 1) three groups of key informants from Organic Farmer Networks in Yasothon and Surin Provinces, 2) six groups from the civil society sector, 3) one group of entrepreneurs manufacturing processed rice products, 4) one group of organic rice exporters, and 5) three groups from relevant organizations in the public sector, government officials, and former government officials. , in-depth interviews and group discussion with 21 key informants.

       The study revealed the following results. First, the organic rice market is pivotal to the economic conditions of organic farmers, leading to their economic and social survival. For organic farmers to survive within the economic system, access to both domestic and international markets is crucial. Currently, the primary market for organic rice is international, while the domestic market is for organic rice with lower quality. The export market for organic rice is dynamic, experiencing annual fluctuations in demand depending on the time period. Consequently, it is essential to discuss with customers to understand market trends and adjust production accordingly. Second, it is the consumers who drive change among farmers. If consumers are informed and express a preference for organic products, farmers are more likely to produce them. However, consumers’ demand for visually appealing vegetables free from insects’ bites leads farmers to use chemicals. This indicates that consumers have limited knowledge or awareness about the importance of safe food consumption. As a result, the growth of the organic agricultural market has been slow due to insufficient awareness of safety issues. Furthermore, physicians in Thailand cannot conclusively link deaths, particularly from NCDs, to the consumption of food contaminated with chemicals, pesticides, MSG, color additives, and additives for crispiness. Safety inspections in Thailand are not stringent, and the quality of food sold in provincial markets, including various types of crispy snacks, is often of poor quality and harmful to health.