Abstract
Thailand’s Jasmine rice, or “Khao Hom Mali” in Thai, is well recognized on the world market for its strong aroma, soft texture and slender grain. The Thung Kula Rong-Hai (TKR) area located in the Northeast of the country is especially known by the locals for high quality Khao Hom Mali, which has a more prominent aroma than the same rice produced elsewhere. The agroclimatic conditions and local know-how of TKR farmers give Khao Hom Mali Thung Kula Rong-Hai exceptional quality. Recognizing the uniqueness of the rice produced in this area and the increasing competition in aromatic rice market, the Thai government encouraged the registration of the geographical indication (GI) of Thung Kula Rong-Hai Khao Hom Mali Rice at national level in 2006. Furthermore, it successfully registered the protected geographical indication (PGI) Khao Hom Mali Thung Kula Rong-Hai with the European Union in 2013. This chapter addresses quality aspects, the value chain, and control system and sustainability analysis of certified GI Khao Hom Mali Thung Kula Rong-Hai.
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