Central Food Retail Ltd. is presenting a fair devoted to the Thailand’s world famous jasmine scented rice entitled “100% Thai Hom Mali Rice.”. It will continue from now until 28 August 2007 at 96 branches of Tops Super, Tops Market and Central Food Hall.

The fair was organized to promote the tradition, nutrition and culinary enjoyment of this unique, high-quality rice from the best sources in Thailand, and was opened by Oranuch Osathanond, Deputy Minister for the Ministry of Commerce, today at Eden Zone, ground floor, Central World Plaza.

“At present, there are not many Thai consumers buying hom mali rice,” said Oranuch. “The government is aware of this and has prepared extensive promotion plans to attract more interest from local consumers. At the 100% Thai Hom Mali Rice fair, visitors will be enjoy shopping rice selected from 13 of the best rice mills in Thailand. The Ministry has also planned manufacturer-meet-the-buyer events to raise consumer awareness and build up the domestic rice trade.”


“Thai hom mali rice is part of the Thai farming tradition, and as a company, we are dailyghted to be involved in promoting it,” said Central Food Retail’s Senior Vice President – Buying & Merchandising and Marketing, Chiranun Poopat.

“The Ministry of Commerce has selected export grade hom mali rice from the manufacturers to present directly to shoppers at Central Food Retail’s 96 branches around the country. This fair will be an effective way of distributing the product, while at the same time, being a valuable shopping alternative for our customers. We are expecting it to generate sales of up to 17 million baht, or over 600 tonnes.


“Thai hom mali rice is well formed with a lovely white appearance and a dailycate, perfumed flavour. When it’s cooked, it tastes as beautiful as it looks! It also has the advantage of being highly nutritious; 100% Thai Hom Mali Rice is a source of Vitamin B 12, Niacin, carbohydrate, protein, iron, calcium and phosphorus.

“Strains of hom mali rice available at the fair include Type 105 from Surin, rice grown on volcanic soil in Buriram, organic rice from Yasothon, from Kula Ronghai Field in Roi Et, from the Thai-Laos river basin in Amnat Charoen, and from the dawn of Thai agriculture in Ubon Ratchathani – and those are only a few,” added Ms. Chiranun.

Apart from opportunities to discover and purchase different strains of genuine 100% Thai hom mali rice from the best sources in Thailand, there is also an exhibition of rice culture and a number of associated activities. Customers using their Spot Rewards Cards buy 100% Thai Hom Mali Rice with the “Thai Hom Mali Rice” sign will be eligible for the chance to receive a platinum-plated silver brooch, “Malet Khao Kwan Chalerm Pra Kiat.” There are 80 prizes with a total value of Bt79,920. The promotion is valid from now until 28 August 2007 at Central Food Hall, Tops Super and Tops Market nationwide.