Thai Rice Eyes 300 Million Baht in Orders at Paris Food Expo
Thailand showcased its premium rice at SIAL Paris 2026, targeting the European high-end market with a government-led delegation. The event attracted over 2,000 international buyers and is expected to generate more than 300 million baht in orders within a year. The strategy aims to shift Thai rice exports from volume-based to value-based trade, leveraging France and the EU as key strategic markets.
Arada Fuengthong, Director-General of the Department of Foreign Trade, revealed that the Ministry of Commerce, via the Department of Foreign Trade, is promoting Thai rice under the "Think Rice Think Thailand" concept at the world-class SIAL Paris 2026 food and beverage exhibition. The campaign highlights the quality, diversity, and unique identity of Thai rice over competitors, reinforcing Thailand's role as a producer and exporter of premium rice. The initiative aims to help entrepreneurs expand trade networks and negotiate deals to penetrate the European premium rice market, with expected order values exceeding 300 million baht.
The Department participated in SIAL Paris 2026 from October 17 to 21, 2026, at Paris Nord Villepinte in Paris, France. The event served as a key opportunity to promote and reinforce the image of Thai rice as "premium quality" on the global stage. It also provided a platform for community enterprise operators, premium rice entrepreneurs, and SMEs to meet trade partners and negotiate with counterparts from various countries. Over the five-day event, more than 2,000 importers, distributors, and retailers visited the Thai booth.
In business matching sessions, existing clients showed a trend of repeat orders, while previous contacts and new customers expressed confidence and increased interest in placing orders. This is expected to generate order values exceeding 300 million baht within one year. Products drawing particular interest included Thai Hom Mali rice, colored rice, health-focused rice, and rice-based products such as granola and organic rice pasta.
Arada stated that the success reflects the competitiveness of Thai rice in the European market. Despite higher prices than competitor countries, Thai rice remains in demand among European consumers who prioritize quality and are willing to pay a premium for top-grade rice.
The Department of Foreign Trade is committed to continuously expanding Thai rice export markets, focusing on premium rice, specialty rice, health rice, and unique varieties to enter high-potential premium markets. This aims to enhance competitiveness, create brand-driven added value, and reduce reliance on price competition, aligning with the policy of Deputy Prime Minister and Commerce Minister Supachai Suthamphanthu to elevate Thai rice trade from "selling volume" to "selling value."
France and the European Union are strategic markets due to consumers' high purchasing power, health consciousness, and emphasis on quality, safety, origin, and ethical consumption — factors that align with Thai rice's recognized quality, diversity, and distinct identity. These strengths are key to sustainably increasing export value and expanding Thailand's rice market share in Europe.
Overall, Thai rice exports to the EU averaged 211,559 tonnes annually between 2023 and 2025. In the first nine months of 2026 (January–September), Thailand exported 166,732 tonnes to the EU, with France as the top destination within the bloc, accounting for 24.33% of total Thai rice exports to the EU, followed by the Netherlands.
