SS Legend Talks

PRESIDENT, THAI RICE EXPORTERS ASSOCIATION (TREA)

The very first interview brings us to Thailand to meet and talk to POL LT. Charoen Laothamatas, the President of the Thai Rice Exporters’ Association. 

1. Police Officer changes career to enter the rice business as “a crash” 

Khun Charoen who has been a part of the Thai and global rice trade since 1982, when he was requested by his father to help with his family’s milling business to make fresh strides in the rice market. That decision has taken him to this 12-year role at the helm of the Thai Rice Exporters’ Association (TREA).

2. From Police Officer to a pioneer in Hom Mali rice exports to the US.

The interview started with a look at the past, the beginning of Khun Charoen’s story in the rice industry.  When he decided to quit his job as police officer to join his family’s rice mill in Northern Thailand in 1982, he established new company named Uthai Produce to focus on exporting rice to the world market, specifically Hom Mali rice to the U.S.

Khun Charoen’s entrepreneurial streak is clear when he cites his education in the U.S., and observation of a growing Southeast Asian community presence across the U.S. as a market opportunity that forms the foundation for his early and continued success with Uthai Produce. Starting in 1982, it was clear that Khun Charoen was not just a story of a police officer’s journey into rice exports, but a story that also held the beginning of Thailand’s rising and now leading presence in jasmine rice or “Hom Mali” as a premium fragrant rice that he declares as the best in the world, and the base for his strong presence in the United States. This provided the starting point for a personality who revealed skill and guile to seek out business opportunities. All this while staying committed to delivering and serving his client base, while navigating changes in Thai politics and leadership over the years.

3. Entry and Leadership at Thai Rice Exporters’ Association (TREA)

Pol. Lt. Charoen’s beginning in the association began with an invitation to join, from Mr. Vorapong Pichpongsa, former president of TREA (1996 to 1999) and the head of Capital Rice, who is credited with a role in getting Charoen to join the Association (around 1987). He has served at various capacities over the years as an active member, and the highlight comes from the fact that today, he is serving his 6^th term as President, in a leadership role that has extended over 12 years (since 2012).

4. Thoughts on the future and how TREA navigated changes over the last 3 decades?

Describing the general environment in Thailand to revolve around Government policies that provided the market undercurrent, this was further challenges when one considers that each government brought different policies, and impact on the business of rice exports. Khun Charoen also observed that the membership at TREA saw a variety of companies in size and representation across the market. That required TREA to ensure and accommodate all members. This was achieved by efforts to develop a smooth working arrangement with the Thai government and leadership, from elected governments over his 12-year role as President, to include the nearly 9 years under military rule. The success of Thai rice exports and the TREA was reflected in the way exporters successfully adapted not only support Thailand’s mission as a country, but to deliver a cordial working condition with the leaders in-charge, and the policy directions proposed by each of these governments.

Change was regular and a challenge as some policies went against rice exporters. This is where a cooperative membership focused on building bridges and communication channels with the government and relevant policymakers has helped navigate challenges and difficulties

5. How has your leadership faced up to challenges over the 12-year period as head of TREA?

The answer was simple. The focus and efforts needed to benefit all members despite their size, with an emphasis on collective benefits, the ability to settle disputes amicably and offer cohesion for the rice exporters he served.

Thai Rice Industry needs…

“To be competitive.” Other countries are constantly changing with new developments, policies and efforts, and Thailand needs to be able to adapt, and has often faced challenges when the political environment seems change regularly. TREA also needs to navigate a lack of longer-term policies to support exporters and businesses.

“Need for Next Generation to be included.” Khun Charoen would like more “Young Generation” from the Thai rice business, to be encouraged to play an active role at the association, recognized for their potential, to drive exports, and continue to maintain Thailand’s strong and reputable presence in the global rice market.

“Committed to delivering quality and reliability.” Khun Charoen stressed the importance of delivering a professional, consistent and reliable service to the global market – he wants Thai rice exporters to “commit to deliver”.

6. What would you like to see in the future of Thai rice industry?

Khun Charoen revealed more emphasis on getting the youth to actively participate to narrow the gaps in leadership and showcase their talents, in what we saw as a forward thinking, inclusive leader seeking to uncover the best from his membership. Thai exports offer potential, and this was to be achieved by delivering a balance between the experience of older, mature members and the energy from the youth. The final comment remained true to his efforts at the association, to maintain focus on Thai rice exports promise to deliver a quality service, reliable to buyers and to reduce or prevent defaults and issues by emphasizing member efforts in delivering to commitments.

Khun Charoen ended his talk to us with a very Short and Sharp statement “Whatever We Commit, We Deliver!” 

Interviewed and Edited by SS Rice News.

November 13, 2024