Bangkok--16 Dec--124 Communications
Chaipattana Foundation signed a collaboration agreement with Big C to kick off a campaign so-called “Khao Sang Sook” or “Happy Rice” aiming to cultivate and put on the market safety rice, benefiting in terms of economy, health and ecology.
Dr. Sumet Tantivejkul, Secretary-General of the Chaipattana Foundation, signed MOU with Mr. Yves Braibant, Chief Executive Officer and President of Big C Supercenter Public Company Limited, in which Big C would sponsor the project called “Happy Rice” with 5-million-baht fund covering from seeding, storage to distribution.
“Happy Rice” is the project initiated to, for the short-term goal, help farmers affected by the recent big flood by providing them with high-quality rice seeds. Whilst, the long-term goal is to familiarize the farmers with a complete range of knowledge and hands-on experience on sustainably growing residue-free, safety rice. Rice grains yielded from such farms will be processed at a high standard rice mill before packaged and marketed. The whole process will go under close supervision of rice experts from Department of Agricultural Extension and Department of Rice to ensure well-being of the farmers and consumers as well as that of ecological system.
As a result, the Happy Rice product can be viewed as a way to leverage standard of living of farmers, consumers and the Thai in general, in terms of not only economy, but also health and environment. Furthermore, such exemplary effort will also boost up the rice industry as it answers to increasing demand of green food which posts no risks to the environment and human health.
“Responding to the royal request of HRH Maha Chakri Sirindhorn —Executive Chairman of the Chaipattana Foundation, the Chaipattana Foundation has paid great deal of attention to flood relief, divided into two phases: first phase was to immediately help the flood victims and second one would be to provide agricultural seeds to affected farmers. This leads to the collaboration with Big C in sponsoring the “Happy Rice” project —designed to provide flood relief to affected farmers into to bring about sustainable standard of living. In the project, the Chaipattana Foundation will provide well-selected rice seeds to farmers who meet criteria to be contract farmers as well as handle the rice product buy back for end product processing and/or storing as seeds to be distributed at the next seasons and handle the storage building for the rice products. The packaged Happy Rice products will be available at the Comprehensive Rice Renewable Energy Demonstration and Development Center at Lad Bualuang, Ayudhaya Province,” explains the Secretary-General of the Foundation
An approach to be used in planting “Happy Rice” will practice combination approach appropriate to paddy fields’ geography; natural pesticide and fungi will be used maximize yields while minimizing farmers’ health risks and bettering farmers’ standard of living and environment.
“Fund from Big C —totaling 5 million baht- will be divided into two parts: 2 million baht for high quality seeding for farmers who faced flood effect, and 3 million baht for building storage. This expects to help those affected by flood for an area of 2,000-5,000 rai of paddy fields.”
Big C Supercenter Public Company Limited CEO and President, Mr. Yves Braibant says, “Having been in Thailand for 10 years, I was very concerned when the big flood happened to almost every part of the country. Our immediate relief consisted of all forms: monetary, basic supplies and effort through Big C staff voluntarily offered manual labor during the flood. I, as a representative of Big C family, distributed relief bags to those in needs in northeastern, central and southern parts. However, I also realized that there could be so many ways to offer help after the flood.”
“Fortunately, I had a chance to discuss with a dedicating team from the Chaipattana Foundation —the foundation has been behind many initiatives and developments to benefit Thai people. This “Happy Rice” project will be an answer to what I and Thai farmers are looking for. In this project, rice seeds are not only distributed to Thai farmers affected by the flood, but they are carefully selected and developed to guarantee high quality,” furthers Mr. Braibant.
“Big C thus wants to be part of the project that we believe it will bring about sustainable happiness to Thai people. We are to grant Baht-5-million fund in which some will be invested in rice seeds as well as support other relating parts such as building 250-ton storage for this particular kind of rice and providing distribution channel to easily reach those who seek rice that good for not only health of the farmers and consumers, but also to ecology,” adds Big C CEO. “The project is expected to yield 2.1 million kilograms of Happy Rice. Not to mention the happiness of Thai farmers and consumers. I welcome them to join Big C’s big happy family sharing joyful moments with our staffs, business partners and customers.”
“In addition to the fund, Big C will also support the Chaipattana Foundation by offering its outlets as a distribution channel for its healthy products under the brand “Pat Pat,” since it has 70 branches located in strategic locations throughout the nation. The pilot channel will start of at Big C Ekamai,” furthers Mr. Braibant.
Three months from now, the first lot of Happy Rice —which would go under GAP: Good Agricultural Practice- and process in selected rice mill with GMP (Good Manufacturing Practice) will be available for health-conscious people at selected Big C branches.
For more press information please contact:
Phongchayut Ladavalya Na Ayuddhaya
[email protected]
Eakkapop Panturat
[email protected]
Niracha Ruenroeng
[email protected]
124 Communications Consulting Co., Ltd.
Tel: 02 718 1886 fax: 02 716 6466