Business Development of Rice Seed Production for Thai Rice Farmers’ Need Satisfaction

Abstract

This study aimed to examine the problems and needs related to rice seed among Thai farmers, the role of the private sector in commercial seed production, and propose development guidelines for rice seed businesses to align with farmers' demands. A qualitative research methodology was employed through in-depth interviews with 30 participants across four groups: farmers, local rice experts, seed producers, and regional rice seed centers. Data were collected using semi-structured interviews, analyzed with ATLAS.ti 25 and content analysis, and validated through focus group discussions.

The results revealed that Thailand’s private rice seed businesses still face limitations in market information access and weak linkages to farmers’ real demands. Farmers emphasized the need for seed varieties that offer high yield, pest and disease resistance, climate tolerance, and short maturity (90–100 days). While private producers possess strong capabilities in production technology, breeding, and marketing, they still lack standardized quality control systems and adequate policy support.

Three key themes emerged from the thematic analysis: (1) Farmers’ Seed Demand, (2) Private Sector Capacity and Constraints, and (3) Collaborative and Development Strategies. The study proposes a “Tripartite Collaboration Model” in which the private sector serves as the main driver of production and marketing, the government sector supports standards and policy frameworks, and farmers co-create innovations and test new seed varieties. This model is expected to strengthen the sustainability and responsiveness of Thailand’s rice seed business in the future.