For Thai farmers, that is not the case.

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Younger generations go in town making a living in factories, while their parents living off growing rice and raise their grandchildren. The reason is obvious, they do not have sufficient income to make a living. Thai farmers, especially rice farmers are among of the poorest in the country with merely $100/month for income, while cost of living is higher. They are in deep debts.

 

Panya Jintateerachai, the founder, being born in small rice vendor family, has witnessed this cycle and learned about farmer hardship and suffer for not having family together. 

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So, PRIME was developed since 2017 in collaboration of farmer families that were inspired as ours and designer to promote Thai rice in a fashion and modernized way that anyone can understand.