The business started when Bualim Saekow, a Chinese man who came to Thailand as a refugee, began trading milled rice in Bangkok’s Sam Yan area in 1937. He went on to establish the Chia Meng Mill Limited Partnership, a rice milling operation.

After 31 years of strong growth, the name of the business was changed to Bangsue Chia Meng Rice Mill Co. In 1995, another company was formed under the name of Chia Meng Marketing Co to handle the milled rice trade.

Sopan Manathanya, managing director of Chia Meng Marketing Co, said the company holds the 4.0 industrial development concept in high regard. The business is ready to transform itself into a smart factory linking all operators in its supply chain within the next four to five years.

The company has already invested in a robotic system to boost production in one of its production line locations. Presently, the company has two factories, one located in Sri Sa Ket, and the other in Nonthaburi.

Initially, the company had used diesel-powered machines to mill rice, a rather inefficient process due to the length of time required to get the engine started. To cut down on time wastage, the company replaced diesel-powered machines with milling machines which used steam engines, speeding up the process significantly.

After the government set a benchmark of white rice as a 100% Thai export, the founder’s two sons — Kosol and Kamon Manathanya — worked to fine-tune their machines in order to produce this type of grains, a challenge they accomplished.

The company started exporting jasmine rice under the brand “Hong Thong”, which gained favourable reviews from foreign consumers.

Ms Sopan said the company’s achievement stems from its mindfulness and integrity in running a business while ensuring all stakeholders would reap benefits in a balanced and justifiable manner.

The stakeholders range farmers who produce the rice, consumers who support the products, employees who work hard to ensure business growth, trade partners who grow with the company, as well as shareholders and all supporters, she said.

In 1979, Chia Meng faced a severe business crisis when global rice prices fluctuated. This caused the government to prohibit exporting rice for a certain period of time.

During this time, the company’s earnings from rice exports dropped significantly, with a large decline in shipments to the Hong Kong market. The firm later had to negotiate with trade partners by offering benefits until they decided to buy rice from the company again, Ms Sopan said.

In the food industry, a lot of new food chains have comp up, including those serving Japanese and Italian food, which has led to a decline in rice consumption by Thais.