• ISSN: 2155-7950
  • Journal of Business and Economics

Evaluating Milled Rice Quality for Marketing Opportunity: A Case Study

of Thai Jasmine Rice

Tirin Na Thalang
(Phoenix Consulting Group Co., Ltd., Thailand)
Abstract: Rice production in Thailand represents a significant portion of the Thai economy and labor force. Thailand has a strong tradition of rice production. Thai fragrant organic rice accredited by bioagricoopitaly and department of agriculture and cooperatives, Thailand. All rice, produced and supplied under the Capital Rice’s trademark is genuine quality guaranteed, clean and neatly packed in various sizes to suit the specific needs of customers. Practically, the millers have to perform several reprocessing activities to segregate broken grains and other impurities from whole grains. These extra steps make the rice industry less profitable and competitive. The limitation of the process that has impact on supply chain would be determined. The bottleneck analysis assesses the impact of drying and milling processing capacity limitation on the supply chain and determines the maximum amount of good quality paddy that can flow from farmers to wholesalers after drying and milling processes. The objectives of this study are to: (1) investigate rice quality associated with quality assurance criteria, (2) quantify the mathematical models for predicting potential PMR, PHR, and FY as a function of Rice Quality, and (3) identify marketing opportunity for international consumers.
Key words: milled rice; Jasmine rice; quality management
JEL code: M31

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