Thailand | 2019
TORCH GROUP CO.,LTD.
The rice we consume in everyday life is produced through modern conventional mass production. Many people may question if this production process is actually good enough for us. Therefore we make a research to confirm that the traditional rice growing process without any machines will yield better quality rice.This ancient Thai wisdom rice farming includes soil preparation using buffalo, seedling preparation and transplanting, hand sowing, hand harvesting, manual threshing and husking. The experimental result reveals that the jasmine rice yielded from traditional farming is of higher nutrients. The brand- Healthy Food Healthy Life was introduced to the market because the new trend of consumption, especially that of healthful and non-toxic and environmental friendly food is a driving force from the emerging new group of consumers who demand organic rice with high nutritional values. To convey the customers with the conception of processing perfection in each seed of jasmine rice, we carve a picture of each rice growing process onto a wood block of rice seed. The detailed steps of rice growing are illustrated on each wooden block of rice seed e.g. buffalo soil preparation, hand harvesting, hand husking, etc. Working with the carvers to achieve the best wooden seed details has made us feel the hardship and meticulousity of rice cultivation before delivery to tasteful consumption.
Kris Lin International Design
Wyson Int'l Architecture Interior Design
GRUMDESIGN Troels Grum-Schwensen