In 1991, industrial sector in Thailand had experienced high growth rate due to impressive economic performance for various consecutive years. As a result, agricultural and industrial sectors in Thailand had continuously developed an๘d had brought about new entrepreneurs. These entrepreneurs had invested in rice trading business, starting with a retail shop in one stall in the initial period, and gradually integrating their friends and family into the business and set up a rice trading company. It was a good opportunity for rice trading due to low competition in the industry reflecting in great success of rice trading companies until economic crisis in 1997. The economic crisis had a serious negative impact on both small and large business enterprises in industrial sector, agricultural sector and financial sector. However, while many businesses had stopped their operations, some entrepreneurs could see the opportunity for growth in rice trading business. They believe that rice trading will increase revenue and enhance security of the organization, and will also improve human resources efficiency, develop new products and technology, as well as being profitable to rice farmers, which are the largest number of population in Thailand.

Bangkok Thai Rice Market Company Limited is established on 10 July 2002.

Herbal-coated rice product of the company was developed in cooperation with Kasetsart University under a public-private business cooperation project in 2003. The research was finalized in 2004 and received a petty patent from the department of Intellectual Property in
2004 (patent number 1019).


Location
Bangkok Thai Rice Market Company Limited is located 548/15 Soi Sawaisuwan, Krungthep-Nond Road, Bangsue district, Bangsue subdistrict Bangkok 10800.

Vision
To be a leading high nutrition cereal and herbal products manufacturer and distributor in Thailand, under B-HERBS trademark by 2009, in order to response to domestic and international demands of health conscious consumers.

Missions
To produce and distribute herbal and natural cereal products such as herbal-coated rice
To continually research and develop products in response to consumers’ demand for healthy food, in order to maintain good health and to prevent illness from degenerative disease
To develop value-added domestic agricultural products in order to increase household income of Thai farmers and to develop their well-beings
To support the policy of the Thai Government to encourage farmers to grow more rice, cereals and herbs in cooperation with various provinces

Factors affecting growth and success of the company are :
High quality and high standard products
Value in the minds of consumers
Ability to continuously develop new products in response to consumers’ needs
Strong consumers’ base including health-conscious consumers, vegetarian consumers and bio-organic food consumers