Thailand is intensifying efforts to expand its rice exports to the United States through collaboration with a leading US rice importer. The initiative focuses on increasing shipments of jasmine and other premium rice varieties while addressing tariff pressures and rising logistics costs that affect competitiveness in the US market.
The Ministry of Commerce, working with the RICE HUB initiative, is leading promotion efforts by highlighting the unique flavour, quality, and diversity of Thai rice. This aligns with Thailand’s broader goal of positioning itself as a global food security hub, supporting reliable and high-quality food supply chains amid climate and geopolitical uncertainty.
Promotion strategies include digital campaigns on YouTube and TikTok, collaborations with chefs and influencers, and in-store events to target younger US consumers. The growing Hispanic population in the US—over 68 million people—is identified as a key demographic seeking healthier food options, creating new opportunities for Thai rice, herbs, and processed food products.
Trade data shows record imports of Thai rice in 2024, supported by extensive US distribution networks spanning mainstream retailers, wholesalers, foodservice operators, and ethnic supermarkets. Additional Thai products such as canned fish, canned pineapple, and dried tropical fruits are also gaining popularity. The Ministry of Commerce continues to coordinate with overseas trade promotion offices to enhance market access and increase export volumes.
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