Bangkok, Thailand – The company reaffirms its commitment to product quality under international standards, solidifying “King” rice bran oil as the top brand trusted by consumers. Celebrating the value of “Thai rice,” King continues expanding into a diverse range of health-focused products with a 1.5 billion baht investment in a new plant and advanced machinery to support future growth. Targeting 10 billion baht in revenue by 2030, the company secures its position as the leader in Thailand’s rice bran oil market.
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Mr. Prateep Santiwattana, CEO of King Rice Oil Group—a leader in rice bran oil and innovative rice bran products both domestically and internationally—shared that the company was founded in 1977 with a belief in the value of “Thai rice.” Since then, the company has focused on producing rice bran oil rich in benefits, adhering to international production standards. As it enters its 48th year, the company remains committed to maintaining quality and continuously developing products with consumer health as a priority.
King’s rice bran oil is positioned as a premium oil, known for its quality, richness in vitamins, and natural nutrients. Made entirely from Thai rice, it is non-GMO, making it ideal for health-conscious cooking across all lifestyles. “King Rice Bran Oil” is the go-to kitchen oil for health enthusiasts.
King Rice Oil Group offers a range of rice bran oil products to meet consumer needs, including King Rice Bran Oil with 8,000 ppm oryzanol, King Rice Bran Oil with 12,000 ppm oryzanol, and Ricely Rice Bran Oil with 15,000 ppm oryzanol. The company also offers other health-conscious products, such as King Rice Bran Oil Shortening, Ricely Rice Bran Oil Non Daily Creamer, and a new product, Ricely Rice Bran Drink.
King Rice Oil Group’s strategic direction is to strengthen the company and drive business growth in three main areas: preparing to support the growth of business partners and meet the increasing demands of consumers, investing in R&D and market research to develop new products for the health market, and focusing on marketing communications to reach a broad consumer base, particularly targeting the health-conscious younger generation.
Mr. Prateep further stated, “We have three factories located in Samut Prakan, Ayutthaya, and Nakhon Ratchasima. Our extraction plants have a combined production capacity of over 1,550 tons of rice bran per day, allowing us to produce up to 88,000 tons of crude rice bran oil annually. Our refinery has a combined production capacity of approximately 350 tons of crude oil per day, enabling us to produce up to 60,000 tons of finished refine oil per year.
To expand production capacity and meet future demand, the company plans to invest no less than 1.5 billion baht to build a new plant in Nakhon Sawan, enhancing our raw material management capabilities. Additionally, we plan to invest in upgrading machinery to modernize the technology used in rice bran oil production. We also have a budget allocated for ESG development to reinforce our position as a global leader in the rice bran oil market.”
In addition, the company continues to prioritize marketing and consumer education, based on the principle of truthful communication. The various health benefits of rice bran oil that are promoted are all supported by reliable research. Over the past 10 years, the company has invested more than 270 million baht in marketing communications, continuously adapting our strategies to fit each era and align with changes. We focus on clear and direct messaging to effectively reach our target consumers. This approach has allowed us to maintain our leadership in the rice bran oil market and remain number one throughout.
Mr. Prateep concluded by saying, “The 47 years of success of King Rice Oil Group is the proof of our dedication in bringing the value of Thai rice to create and develop health products that are recognized both in Thailand and internationally. Through business operations based on good governance, we believe that our unwavering commitment, coupled with investments to enhance our capabilities, will drive King Rice Oil Group to sustainable growth and help us achieve 10 billion in sales by 2030.”
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