The government only has itself to blame for the rotten rice fiasco it is struggling to contain.
Considering that what is at stake is the country's top-ranking industry with an export value alone worth almost US$6 billion each year, the rice-pledging scheme is a classic example in what not to do in public policy communications.
This is not just to say that rice is the main staple for Thais. There is a sentimental and emotional attachment to rice and rice farming that is etched deep in the Thai psyche. Rice is not just something Thai people eat every day, but an object of respect.
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