Previously available only through a small distribution channel, now Rice Buddy will be sold in 121 Tesco Lotus hypermarkets around Thailand as well as its online grocery-shopping platform. The targeted volume this year is more than 20 tonnes, still with a huge room for growth, as Tesco Lotus currently operates more than 1,800 stores nationwide.
The concept behind Rice Buddy was for farmers and consumers to sell and buy directly, without going through middlemen. The “buddies” connect through the help of organisations such as Channel 3 and Tesco Lotus, who form “bridges” that raise awareness and drive sales on a much larger scale than would have been possible otherwise.
“The very concept of Rice Buddy is very much what Tesco Lotus stands behind,” said Charkrit Direkwattanachai, head of corporate communications and sustainability at the retail giant.
“We launched our direct-sourcing programme in 2010, and the volume of fruits and vegetables purchased directly from farmers has increased every year. This year, we will be purchasing more than 150,000 tonnes of local produce through direct sourcing.
“The partnership we have forged with the farmers, the Bank for Agriculture and Agricultural Cooperatives and Channel 3 is under the Pracha Rath framework, whereby the strengths of each partner are leveraged to help drive the grass-roots economy.
“Tesco Lotus is not only the channel of distribution with a nationwide multi-platform reach, but we are also able to lend our expertise in customer insight, product quality and retailing to the farmers.”
Adirek Wongkongkam, vice president of the BAAC, added: “This partnership marks a very significant milestone for the farmers and the bank, as our intention from the beginning was to reach a large market of consumers through the help of a modern retail operator with a nationwide network. Buying organic rice will be simple and affordable. Farmers will have more incentive to produce quality organic rice.”
Rice Buddy is a brand of organic jasmine rice grown in the Thung Kula Rong Hai plain, which covers five provinces in Thailand. The rice has received Q Organic certification, testifying to its safety and quality. Rainwater and herbal remedies are used in place of pesticides. The rice is milled by an ISO 17065-certified mill in Si Sa Ket province operated by Agricultural Marketing Cooperatives Ltd.