Bangkok: CMP announced a new direction at THAIFEX 2026, moving towards becoming a 'Premium Rice Specialist' to elevate Thai rice to new levels of value in the global food industry.
According to Thai News Agency, CMP, Thailand's premium rice business group, showcased its new organizational direction at THAIFEX - Anuga Asia 2026, transitioning from a "rice producer and exporter" to a "Premium Rice Specialist." The goal is to elevate Thai rice to new levels of value in the global food industry. Ms. Prapaippan Manathanya, Managing Director of CMP, revealed that with nearly 90 years of experience as Thailand's premium rice business group, CMP has accumulated expertise throughout the entire rice value chain. This includes working with farmers at the source, selecting rice varieties, quality control, production, and exporting, all under the globally recognized brand names "Hong Thong," "Q Rice," and "Nok Kraeng." CMP also develops products that meet the needs of modern markets and consumers internationally, under the concept of "Premium Rice Specialist for Quality Living." CMP views "rice" not just as an agricultural product, but as a vital component of quality of life, culture, and the future of the modern food system, integrating quality, innovation, sustainability, and a true understanding of consumer needs.
Participating in THAIFEX - Anuga Asia 2026 is a significant step in showcasing the organization's vision and capabilities to business partners, international buyers, and stakeholders in the global food industry. Within the CMP booth, visitors will experience innovations and expertise in rice through five key highlights:
Premium Export Solutions: A range of premium rice products meeting international standards for global export markets.
Organic Rice Solutions: A comprehensive range of healthy organic rice products and solutions.
OEM and Private Label Development: Capabilities in contract manufacturing and co-developing customized brands according to customer needs.
Future Rice Concepts: Presenting future rice product concepts to address food innovation needs.
Global Partnerships: Opportunities for networking and new collaborations with partners in international markets.
For this year's policies and operational direction, we are driven by the concept of "Generations of Trust. Future of Rice." This reflects CMP's identity as an organization that grows on a foundation of long-standing trust, while striving to drive Thai rice towards new opportunities in the modern food world through product development, innovation, and strategic partnerships that align with global sustainability trends.
Furthermore, CMP prioritizes holistic sustainable growth, encompassing the entire supply chain from upstream farmers and producer communities to responsible sourcing of raw materials and strengthening the long-term ecosystem of the Thai rice industry. 'We believe that Thai rice has enormous potential on the global stage if we can truly connect quality, innovation, health, lifestyle, and cultural values with the understanding of modern consumers. With almost 90 years of experience, we don't just see rice as an agricultural product; it's an integral part of people's quality of life and a cultural heritage passed down through generations. We aim to share these values and rich culture with consumers worldwide,' Ms. Prapaippan added.
CMP is preparing to launch a continuous brand campaign and communication strategy throughout 2026-2027 through creative campaigns, multi-faceted partnerships, and collaborations with professional chefs and an international network. This aims to tell the story of 'premium Thai rice' from a fresh perspective, connecting it to food, quality of life, and contemporary global culture. THAIFEX 2026 is therefore more than just a trade show; it's a significant step for CMP in announcing a new direction for the Thai brand, poised for sustainable growth alongside the global food industry.