Bangkok--14 Aug--Sasin’s
Siam Organics Co., Ltd., a Sasin alumni team that won the mai Bangkok Business Challenge @ Sasin 2010, has successfully launched a new, premium, organic rice, called ‘Jasberry’, as an alternative rice for the health conscious and to help alleviate poverty among small-scale farmers.
Mr. Peetachai Dejkraisak, CEO of Siam Organic, recently unveiled that ‘Jasberry’ rice had been developed jointly by the Bank for Agriculture and Agricultural Operatives and Non-GMO rice researchers. He went on to explain that, “after winning the mai Bangkok Business Challenge @ Sasin 2010 and being awarded the King’s Cup and then going on to win the Stu Clark Investment Competition, Siam Organic is now bringing its award winning plan into action by introducing a new, premium organic rice under the brand name ‘Jasberry’.”
He added that, Jasberry? is a new variety of wholegrain specialty rice that is soft, aromatic, delicious and packed with nutrients, specifically with high levels of antioxidants and fiber that is invaluable for good health. The organic rice has been introduced to small farmers in the Northeast and will help them generate more income than they could earn from conventional rice.
Siam Organic sees commercial success for the new product and places great importance on being able to enhance consumers’ quality of life, as well as to offer a means to help ease rural poverty. Recently, studies have focused on the problems of farmers who make less income from their crops than they invest.
The intention is to help support the local economy and create pride in what farmers do for a living. Since the history of farming has long been marked by poverty, farming families have accepted the idea that new generations will not follow them into the bitter life of farming. Without support, the number of farmers will decline and will threaten farming as a way of life and a source of food.
Ms. Pornthida Wongpattharatkul, Marketing Manager of Siam Organic, added that, “Presently, there are approximately 200 farmers who have adopted the organic farming idea and started growing for us. Our intention is to enhance their quality of life to the same level enjoyed by Japanese farmers who are proud of their profession.”
It has taken ten years to develop the organic Jasberry Rice, a combination of Thai Jasmine Rice and Thai Black Rice. Great effort has been put into developing this newly branded rice, which DNA tests shows differs from normal rice. One of the differences is that when cooked, Jasberry Rice is softer than ordinary brown rice. In addition, from the developmental stage, it has been the company’s goal to offer a distinct natural flavor, a pleasant aroma and a wealth of nutritious benefits, especially antioxidants.
Mr. Aphiluk Huwanan, Sales Manager of Siam Organic, said that, “Jasberry Rice is now available at all branches of Villa Market. It has been well received by both foreign and Thai customers, in particular the latter who have become more concerned about health.”
He added that, “We plan to market Jasberry Rice in other shops in the near future. The target group will be the health conscious as our rice has three health-related characteristics. First, it is an anti-oxidant brown rice known to help fight against cancer. Second, it is an anti-diabetes brown rice, which helps with blood sugar level, blood pressure and weight gain. Finally, it has a distinct natural flavor, a colorful appearance and is very nutritious. All three types of Jasberry Rice are full of nutrition and have more vitamin B, D, E, omega 3, iron, beta-carotene and gamma oryzanol than ordinary rice, whose major element is carbohydrates.”
Siam Organic executives are now looking at expanding their marketing efforts with the health conscious as their primary targeted market and anticipate that with the knowledge gained from Sasin’s MBA program and alumni networking, success is on the way.
For more information, please contact Sasin’s Public Relations office:
Sirilak Sutjarittanonta (Ann), Assistant Chief of Public Relations
02 218 3853-4
[email protected]
Praewthip Danwarawijit, Co-coordinator, Public Relations
02 218 3852
[email protected]